When crafting a marketing strategy, data is your best friend. Knowing exactly who is using a particular social network—and what they’re looking for when they do—is key to creating a social presence that creates engagement, brand awareness, and even sales.
Here, we dig deep to uncover all of the most important Twitter stats for social media marketers, so you can plan and execute a Twitter marketing plan that works for your brand.
Bonus: Download the free strategy guide that reveals how Hootsuite grew our Twitter following to over 7 million users and learn how you can put the tactics to work for your business.
Here are the stats you need to know about who Twitter users are, so you can determine how best to engage them.
1. There are about 330 million of them
Twitter has 330 million monthly active users (MAUs), about a four percent increase over last year.
2. They’re global
With more than 40 languages supported, perhaps it’s not surprising that only 69 million of those 330 million MAUs are located in the United States, while 261 million (a whopping 79 percent) are international. Twitter supports those international users with more than 35 offices around the world.
All that said, don’t disregard Twitter’s impact in the United States: 21 percent of American adults use the network.
3. They’re likely to be millennials
Thirty-six percent of Americans aged 18 to 29 years old use Twitter, more than any other age group. Usage drops as age increases, with 22 percent of those aged 30 to 49 using the service, 18 percent of 50- to 64-year-olds, and just 6 percent of those aged 65 and up.
Twitter itself says that 80 percent of its users are “affluent millennials.”
4. Many are in college or have a college degree
Twenty-eight percent of Americans with a college degree use Twitter, compared to 24 percent of those with some college education and 14 percent of those with a high school diploma or less. Among those who use Twitter to get their news, 45 percent have a college degree. This aligns well with the fact that…
5. They’re likely to have above-average income
Thirty percent of Americans who earn $75,000 or more use Twitter, compared to 26 percent of those who earn between $50,000 and $74,999, 16 percent of those who earn between $30,000 and $49,999, and 18 percent of those who earn less than $30,000 per year.
6. They’re evenly split by gender
The same percentage of American men and women use Twitter: 21 percent.
7. They’re slightly more likely to live in the city
Slightly more urban Americans use Twitter than their rural and suburban counterparts. Twenty-two percent of American city-dwellers use Twitter compared to 21 percent of suburbanites and 19 percent of rural Americans.
8. They’re app users
Fifty-eight percent of surveyed Twitter users had installed an app in the last month.
Twitter usage statistics
Here’s what you need to know about how people are using Twitter, so you can understand what kind of messaging is most likely to connect with their needs.
9. Users access the service on the go
10. They Tweet like crazy
It’s been some time since Twitter updated its official Tweets per day figure. The last update was three years ago, when the company said that people send more than 500 million Tweets per day. Since then, the company has simply referred to “hundreds of millions” of Tweets per day. Either way, that’s a lot of Tweets.
11. But they search even more
Twitter serves more than two billion search queries per day, according to recent developer job postings.
12. They access Twitter regularly
Forty-two percent of Twitter users access the app every day, with another 24 using the network every week, for a combined total of 66 percent of users accessing the site at least weekly.
13. They seek out news
Seventy-four percent of Twitter users say they use the network to get their news, an increase of 15 percentage points from last year.
Of all American adults, 11 percent get their news on Twitter.
14. And use Twitter to discover new things
Twitter’s own information shows that the top reason people visit Twitter is to “discover something new and interesting.”
15. Sometimes even 280 characters isn’t enough
Twitter says that when the character limit was 140, nine percent of Tweets in English hit the limit. Now that Tweets can be up to 280 characters, that number has been significantly reduced, but one percent of Tweets in English still hit the limit.
16. Twitter Lite use is increasing
Twitter Lite, a basic version of Twitter designed for use in developing countries with slower networks, launches 30 percent faster than the regular app, reduces data use by up to 70 percent, and takes up less than 3 MB on a device. Twitter announced in November 2017 that Tweets sent through Twitter Lite had increased 50 percent in the previous few months.
Twitter for business statistics
Here are some relevant Twitter stats for business that demonstrate how other businesses are already using Twitter—and how individuals are using Twitter to interact with them.
17. Twitter is ideal for SMBs
Ninety-three percent of people who follow small- and medium-sized business on Twitter plan to purchase from the SMBs they follow, according to a report from Twitter and Research Now, and 69 percent have already purchased from an SMB because of something they saw on the network.
18. Twitter is an important platform for customer service
Eighty-five percent of small and medium business Twitter users say it’s important for businesses to provide customer service using the network.
19. Twitter users will amplify your message
A third of users who follow an SMB have Retweeted a business Tweet. Eighty-three percent of people who Tweeted at an SMB and got a response came away feeling better about that business.
20. Live streaming is the next big thing
In Q3 2017, Twitter live-streamed more than 830 events, almost three-quarters of them to a global audience. Twitter also live-streamed 96 million hours of live user-generated content in Q3 via Periscope.
Twitter advertising statistics
Here’s the data you need to know when planning your next Twitter ad campaign.
21. Twitter ad prices are decreasing
Cost per engagement declined by 54 percent year-over-year in Q3 2017, according to the company’s latest quarterly report.
22. But engagement is increasing
The company’s own numbers show that overall ad engagements increased 99 percent year-over-year in Q3 2017, “driven by a continuing mix shift toward video ad impressions as well as higher CTR rates across all ad formats on a like-for-like basis.”
23. A quarter of U.S. marketers run video ads on Twitter
That’s on par with the number of marketers running video ads on Instagram. However, slightly more marketers say they plan to increase their video ad spend on Twitter in the next 12 months.
24. Most Twitter users don’t perceive video ads as intrusive
A recent survey by IPG Mediabrands in partnership with Twitter found that 67 percent of Twitter users said Twitter Promoted Videos in the “First View” position were not intrusive. When video ads appeared further down the timeline, 73 percent of users found them not to be intrusive. In fact, most Twitter users actually found the video ads to be informative.
Twitter performance statistics
Here are some stats highlighting Twitter’s performance that you should consider when planning your Twitter strategy.
25. U.S. marketers are confident in their ability to convert with Twitter video
U.S. marketers are more confident in their ability to create video ads that convert on Twitter than on Instagram, though less so than on Facebook and YouTube. Seventy-two percent of U.S. marketers are confident in their ability to create videos that drive views and engagement on Twitter, while 70 percent are confident they can drive purchases.
26. Videos get more retweets
According to Twitter’s own figures, Tweets with videos are six times more likely to be retweeted than tweets with photos, and three times more likely to be retweeted than tweets with GIFs. We can also deduce from this statistic that GIFs are twice as likely to be Retweeted as photos.
27. Promoted Accounts help Twitter users connect with new brands
Eighty-five percent of Twitter users who follow SMBs said they believe Promoted Accounts help them discover new businesses, and 68 percent have followed an SMB after seeing their Promoted Account.
28. Twitter can influence buying decisions
For example, a Nielsen study commissioned by Twitter found that a quarter of new vehicle purchasers in the U.S. said that they used Twitter as part of their decision-making process when buying a new car. Another Twitter-commissioned Nielsen study showed that telco buyers spend 6.8 percent more with wireless carriers after seeing ads on Twitter. Twitter’s own data shows that 41 percent of people on Twitter purchased products after exposure to an ad in the last 30 days.
With all of these Twitter stats in mind, you’re well equipped to create a Twitter marketing strategy that gets your business in front of new users, maximizes response to your organic and paid Tweets, and increases engagement with the Twitter users who matter most to your brand.