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85 Twitter Statistics You Must Know: 2021/2022 Market Share Analysis & Data

Twitter has earned its spot in almost everybody’s arsenal of social media accounts in the past decade. Even a cursory look at Twitter statistics effortlessly reveals how it has become a staple channel for individuals, brands, news agencies, and top politicians alike. After all, it is one of the most efficient sources of information, with users posting their thoughts in only 280 characters or less.

However, how relevant will Twitter be in the coming years both for businesses and individuals? To answer this question, we will be discussing some of the most important Twitter statistics, from market size and user base to tweeting frequencies and business usage. There are also some information on how the COVID-19 pandemic has changed the way Twitter is used. This way, it is easier to understand how you can use the platform to the advantage of your company.

key twitter statistics

General Twitter Statistics

Despite its drop in monthly active users, Twitter seems to be doing just fine. It continues to have a steady income and a stellar reputation that puts it alongside other popular social media channels such as Facebook, LinkedIn, and Instagram.

  • Twitter market research shows that the platform’s enterprise value as of March 2021 is $46.8 billion. (YCharts, 2021)
  • Twitter reaped a global annual revenue of $3.435 billion between September 2019 and September 2020. (Macrotrends, 2021)
  • The annual net income of Twitter as of the third quarter of 2020 is $28.66 million, signaling a 21.53% decline from the same quarter in the previous year. (CSIMarket, 2020)
  • Twitter’s year-on-year revenue increase as of September 2020 is 13.66%. (CSIMarket, 2020)
  • Twitter’s quarterly revenue for the 3rd quarter of 2020 reached $936 million, a drop from the $1,007 million during the 4th quarter of 2019. (Macrotrends, 2021)
  • However, Twitter also reported a $124 million operating loss in the 2nd quarter of 2020. (Twitter, 2020)
  • Despite a 3% increase in ad engagements on Twitter, their cost per engagement has decreased by 25% due to lower demand. (Twitter, 2020)
  • In addition, after Twitter’s trump ban in January 2021, their stock shares have declined by 12%, removing $5 billion from their market capitalization. (Bloomberg, 2021)

Twitter by the Numbers

Twitter Revenue Breakdown

Advertising and data licensing play considerable roles in Twitter operations. With its extensive user base, the platform is simply a prime spot for brands that want to improve their online presence. It comes as no surprise then that many companies are more than willing to shell out money to publish their promotional materials on the platform.

  • Twitter’s revenue comes largely from advertising, which makes up $808.4 million of the company’s revenue in the 3rd quarter of 2020. (Investopedia, 2021)
  • 14% of Twitter’s revenue is due to data licensing, which totaled $127.8 million in 2020. (Investopedia, 2021)

Twitter Stock Market Performance

Twitter became public in 2013. Since then, it has been a roller coaster ride for the company, with it’s stock prices fluctuating drastically in the first few years. Recently, however, Twitter has found stability on the stock market as it managed to maintain its value per stock well well above the $30 mark in the past couple of years, despite the fluctuations of their stock performance.

  • Twitter has a stock market cap of $38.225 billion. (Macrotrends, 2021)
  • Twitter stock prices are valued at $63.63 as of April 2021. (Google Finance, 2021)
  • Analysts predict that Twitter will have a high estimate of $95 per share and a low estimate of $30 per share in the next 12 months. (CNN Business, 2021)

Twitter User Statistics

As you will see in the Twitter users statistics below, the platform remains popular with millions of people using it actively every month. Be it for work, socialization, or just as a means to pass the time, people of all ages find Twitter a useful tool. Moreover, with its global availability, the platform serves as the perfect channel through which individuals can stay in touch no matter where they are and what timezone they’re in.

These factors are what make it great for businesses. The varied user base allows companies to reach their target audiences more efficiently and cost-effectively. Besides, it comes in handy if you want to understand the customers and leads who are following your brand. You can check out these reliable social media monitoring tools to get a better idea of how you can do this.

  • Twitter reported having 330 million monthly active users before discontinuing the metric after the 1st quarter of 2019.  (Twitter, 2019)
  • Twitter reaped an additional 20 million new daily users in the 2nd quarter of 2020 due to conversations on the COVID-19 pandemic and the civil rights protests in the US. (Financial Times, 2020)
  • As of the 3rd quarter of 2020, Twitter has 187 million monetizable daily active users. (Twitter, 2020)
  • 80% of Twitter users primarily access the platform via mobile devices. (Omnicore, 2020)
  • 1 in 5 American adults use Twitter (Pew Research Center, 2019)
  • In the U.S., 56.2% of Twitter users are men while 43.8% are female. (DataReportal, 2020)
  • 38% of Twitter users fall in the 18-29-year-old age bracket. 32% are 13-17 years old, 26% are 30-49 years old, 17% are 50-64 years old, and 7% are over 65 years old. (Pew Research Center, 2019)
  • 42% of adult Twitter users in the U.S. are college-educated, with at least a bachelor’s degree (Pew Research Center, 2019)
  • Meanwhile, almost half (41%) of adult Twitter users say they have a household income of over $75,000. (Pew Research Center, 2019)
  • The top countries in terms of Twitter users are the U.S. (68.7 million), Japan (51.9 million), India (18.9 million), Brazil (16.65 million), and the U.K. (16.65 million). (DataReportal, 2020)
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2020 Twitter User Demographics

Countries with the most number of Twitter users (in millions)

2020 Twitter User Demographics
United States: 68.7

United States

2020 Twitter User Demographics
Japan: 51.9

Japan

2020 Twitter User Demographics
India: 18.9

India

2020 Twitter User Demographics
Brazil: 16.65

Brazil

2020 Twitter User Demographics
United Kingdom: 16.65

United Kingdom

2020 Twitter User Demographics
Turkey: 13.45

Turkey

2020 Twitter User Demographics
Indonesia: 13.2

Indonesia

2020 Twitter User Demographics
Saudi Arabia: 12.35

Saudi Arabia

2020 Twitter User Demographics
Mexico: 10.65

Mexico

2020 Twitter User Demographics
France: 7.9

France

2020 Twitter User Demographics
Philippines: 7.8

Philippines

2020 Twitter User Demographics
Spain: 7.45

Spain

2020 Twitter User Demographics
Thailand: 7.35

Thailand

Source: Digital 2020 Report

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Twitter Usage Statistics

While Twitter might not be the top choice of social media users, many still use and visit it daily. So if you are looking to use the platform as a means to launch your brand, make your advocacies known, or connect with colleagues, this platform remains an effective channel.

  • Twitter is the 4th most-visited website worldwide with 6.1 billion visits. (SimilarWeb, 2021)
  • As of October 2020, Twitter is the 3rd most popular social media site in the U.S., having 14.43% of the total social media site visits in the country. It only falls behind Facebook (60.52%) and Pinterest (21.04%). (StatCounter, 2020)
  • In 2014, Twitter reported that more than 500 million tweets are sent every day. (Twitter, 2014)
  • 52% of Twitter users say they visit the site daily. Meanwhile, 84% visit weekly, and 96% visit monthly. (AudienceProject, 2020)
  • The most common activities on Twitter include reading the news (56%), viewing photos (42%), and watching videos (32%). These are followed by sharing content publicly (32%) and privately (20%), networking (26%), shopping (7%), and promoting their business (7%). (eMarketer, 2021)

Twitter for News

Less is more when it comes to news content. That is to say, the more succinct your content, the more effectively you will be able to get your message across. This is why many social media users turn to Twitter for their daily dose of information instead of other channels. With its 280-character count limit, Twitter allows users to ensure that they won’t have to read through long articles to stay informed. This comes especially handy for people who only have time to catch up on the news during their commute or their coffee break.

  • 48% of American adults prefer getting their news on social media. (Reuters, 2020)
  • 17% of Americans get their news from Twitter. (Reuters, 2020)
  • As of 2019, 42% of Twitter news consumers are between 30 and 49 years old. Meanwhile, 32% are 18-29 years old, 18% are 50-49 years old, and 8% are over 65 years of age. (Pew Research Center, 2019)
  • Moreover, over half of Twitter users rely on the platform for news consumption (Cowen Group, 2019)
  • 22% of journalists check Twitter as their first source of news. (Muck Rack, 2019)

Twitter for Business

With the advent of eCommerce and the increasing use of social media worldwide, Twitter has become more than a means to connect and stay up-to-date on the latest developments. Nowadays, as you can see from the Twitter statistics for businesses we’ve compiled, many users also find that the platform is the best way to learn more about and engage the brands they are interested in.

Entrepreneurs can take advantage of this by simply using Twitter to inform customers about their brand and what they have to offer. Use it to provide them with updates on promos or even fun facts about your business that might be necessary for conversion. Moreover, you can employ it to interact with customers, not only to build a better reputation but also to foster stronger business relationships.

  • 93% of Twitter users that follow SMBs have plans to buy from them, while 68.7% are already customers who have previously purchased from the brand. (Twitter)
  • Twitter is increasingly being regarded as the best channel that brands can use for PR. (Levick, 2017)
  • 78% of Twitter users that follow small to medium-sized businesses say they will most likely retweet content from them. (Twitter)
  • More than half of Twitter users (69%) who follow businesses on the platform have already purchased from the company they are following. (Twitter)
  • 93.3% of consumers intend to purchase something from a small business they follow on Twitter. Meanwhile, 68.7% have already purchased because of Twitter at least once. (Twitter)
  • Between January and June 2020, the most visible brands on Twitter, based on logo mentions, across the globe are Nike, Adidas, Parental Advisory, Los Angeles Lakers, and Spotify. (Brandwatch, 2020)
  • Meanwhile, the leading brands based on user engagement are Bleacher Report (211.9 million total actions), Scoompi (102 million), ESPN (84.1 million), and Billboard (70.6 million). (Shareablee, 2021)

Twitter for Data Mining

High volume, high-variety data pass through Twitter every single day. This means that by simply having the right tools and skills for data analytics, businesses can quickly gain insight into the various aspects of their operations. For starters, it allows them to have a look-see as to the customers’ perception of their branding. Furthermore, it lets them monitor competitors and industry developments without having to conduct extensive researches.

The only problem with using Twitter for data mining is that the amount of retweets on the platform and other second-hand information is too vast that it is difficult to get unique data for analysis.

  • 87,500 people are tweeting every minute. (All Access, 2019)
  • 473,400 tweets are sent every minute. (Domo, 2018)
  • Only around 65% of the total tweet volume is actual unique mineable content. (Forbes, 2019)
  • Of the American adults that use Twitter, only 10% are responsible for 80% of the tweets. (Pew Research Center, 2019)

Source: eMarketer

Top Social Media Management Software

  1. TweetDeck. Tracking engagement metrics on Twitter is revolutionized by this platform, which is designed specifically for the social media site. Get a full idea of what this solution can do in this TweetDeck review.
  2. Sprout Social. With this software, you can manage interactions with your audience on any social networking site. Learn how you can utilize this software in your marketing in this Sprout Social review.
  3. Agorapulse. Monitor interactions on your social accounts and moderate user posts and comments with this application. See what else it can do for you in this Agorapulse review.
  4. Sendible. Measuring ROI from your social media campaigns is easy using this platform. You can find more details in our Sendible review.
  5. Salesforce Social Studio. A module of the Salesforce Marketing Cloud, you can employ this to oversee your social media activities on a single interface. This Salesforce Social Studio review can show you what it has to offer.

Twitter Advertising & Marketing Statistics

Practically everyone is on social media. So it only makes sense that many businesses utilize social media marketing for lead generation. By advertising on sites such as Twitter, you can increase the chances of being noticed by your target audience at a low cost per engagement rates.

  • Twitter’s advertising revenue for 2020 reached $808 billion. (Twitter, 2021)
  • 59% of B2B companies and 53% of B2C companies worldwide leverage Twitter for their marketing campaigns. (Social Media Examiner, 2020)
  • As of the 3rd quarter of 2020, Twitter ads had a 9% decline in cost-per engagement (CPE). (Twitter, 2021)
  • Twitter also reported a 27% increase in total ad engagements in 2020. (Twitter, 2021)

Twitter advertising and marketing statistics

Impact of Twitter Advertising

The fast pace of modernity has shortened our attention span significantly. Consequently, this made it nearly impossible for brands to generate leads by relying solely on print ads and tv commercials. By using Twitter, you can provide your leads and existing customers with short bursts of information that require little to no effort to read, making it easier to yield sales.

  • Businesses say that the use of social media for marketing and advertising allowed them to increase brand exposure (86%) and improve traffic (78%). (Social Media Examiner, 2020)
  • Twitter data reveal that consumers are 31% more likely to recall information that they saw on Twitter as opposed to regular online browsing. (Twitter, 2018)
  • 35% of social media users say they use Twitter to follow brands. (AudienceProject, 2020)
  • 78% of shoppers report being influenced by brand posts on social media. (Power Digital, 2020)
  • 9 in 10 consumers say they are more likely to purchase from a brand that they follow on social media. (Sprout Social, 2020)
  • 75% of shoppers report that they are likely to up transactions with brands they follow on social networks. (Sprout Social, 2020)
  • In fact, Twitter users spend 26% more time with ads on their feed than fellow Twitter users. (Twitter)
  • 53% of Twitter users are likely to be the first to purchase new products offered by a brand. (Twitter, 2020)
  • During the COVID-19 pandemic, 51% of Twitter users say that seeing an ad on the platform allowed them to get a much-needed dose of normality. (Twitter, 2020)
  • Meanwhile, 77% say that they have a more positive perception of brands that support society during the pandemic. (Twitter, 2020)
  • 61% of Twitter users say brands should share positive stories in the time of the pandemic. (Twitter, 2020)

Maximizing Tweets

Twitter is a place where clarity and brevity reign supreme. It’s not enough to tweet daily to keep your brand’s account as active as possible. You need to be strategic in terms of what you write about, what elements you put in a tweet, and how you construct your tweet. This way, you can make sure that you are standing out.

  • Twitter videos can increase a customer’s intent to purchase by 34%. (BusinessofApps, 2021)
  • Tweets that have GIFs on them get 55% more engagement than other tweets. (Hootsuite, 2020)
  • Twitter ads are more effective than TV advertisements during live events by 11%. (Twitter, 2018)
  • Using Twitter in-stream video ads can boost brand ad recall by 70%, increase brand recall by 28%, and boost purchase intent by 6%. (Twitter, 2018)
  • Tweets with only 1 hashtag in its content are 69% more likely to be retweeted. (Postcron, 2019)
  • Direct message campaigns are 300% more effective than email campaigns in terms of click rate. (Postcron, 2019)

Timing Your Tweets

Timing is everything for marketing and advertising campaigns. So, just as you would pay attention to creating seasonal content or event-related tweets, you should also study when you should be posting your tweets—not only according to the month or the day but by the exact time.

This is because tweets have a very short lifespan. It only has a matter of minutes to be seen and retweeted by your target audience before new tweets pile on top of it. With that said, you need to have a clear idea of when the majority of your followers are going to be online. This way, you can maximize the views of each tweet that you send out.

  • The best times to post on Twitter for marketers are Wednesdays and Fridays at 9 AM because most users are online at that time. (Sprout Social, 2020)
  • Meanwhile, Saturdays are to be avoided as most posts get the least engagement then. (Sprout Social, 2020)
  • Having a tweeting frequency of 1 to 4 tweets per hour can yield better click-through rates. (Hootsuite, 2021)
  • A tweet only takes 18 minutes to reach audiences before being buried in new tweets. (Hootsuite, 2021)

Twitter Customer Service Statistics

Social media networks have opened up new ways to communicate. However, it is still no different from emails, text messaging, and phone calls in terms of purpose. In a similar light as the channels we’ve mentioned, social media makes it convenient for people to connect. Therefore, it makes for a perfect platform for customer care efforts.

As you’ll see below, many companies are now utilizing social media to resolve customer issues. So much so that there is now an extensive selection of customer service software that supports social media management. These will allow you to handle social media mentions alongside customer support calls and emails.

  • Customer service interactions have increased on social media, with 11% of tickets handled on this channel. (Zendesk, 2021)
  • 75% of Twitter users leverage the platform to interact with their favorite brands. (Khoros, 2020)
  • Of which, 53% say they reach out primarily for customer care. (Khoros, 2020)
  • 60% of Twitter users say they are more engaged after interacting with brands on the platform. (Magna, 2019)
  • Among the 78.5% of consumers that tweet at a business, half interacted with the brand more than once. Moreover, 80% of them say their perception about a business improved when the brand replied to them. (Twitter, 2020)
  • 77% of users feel more positive about a brand if they respond directly to tweets. (BusinessofApps, 2021)

Twitter Customer Service Statistics

Demand for Customer Service via Twitter

Companies are not the only ones that understand the role that social media play in customer care. Consumers also take advantage of the platform’s convenience. Many shoppers expect their favorite brands to have a social media account and, sometimes, even purposely choose to do business with companies that are active on social media. This goes to show that if you haven’t already been using social media sites such as Twitter for your business, now might be the time to do so.

  • 37% of shoppers message stores they follow on social media for customer service concerns. (Sprout Social, 2020)
  • Among social media users, 68% prefer to communicate with brands on Twitter. (Khoros, 2020)
  • On Twitter, consumers expect a response from brands within 3 hours of tweeting. (Khoros, 2020)
  • 75% of Twitter users expect brands to respond via a direct message while 68% expect a public response (tweet/post/comment). (Khoros, 2020)
  • 32.3% of consumers below 25 years old report that they regard social media sites as their top customer support channel. (Consumer Reports, 2019)
  • 25% of consumers who reach out to brands on social networks expect a response within 24 hours of messaging. (Convince&Convert, 2019)

Challenges of Using Twitter for Customer Service

Of course, it is important to note that using social media for customer service is not all rainbows and unicorns. It has its own set of challenges. For instance, Twitter users want near-instant responses from companies when they have product or service issues, making it challenging to address all customer concerns in a timely manner. Also, there’s a big chunk of people who don’t tag companies when they complain about it online. This means you are only hearing out a small fraction of your customers and are failing to respond to the majority of your followers.

  • Only 3% of tweets regarding customer service problems tag the company’s official Twitter page. (Marketing Land, 2018)
  • Failing to respond to tweets can cause a 43% decrease in customer advocacy. (Marketing Land, 2018)
  • 81% of Twitter users that are ignored by brands do not recommend that brand to their peers. (Twitter, 2017)
  • Almost half of the consumers (49%) unfollow a brand due to poor customer support on social media.  (Sprout Social, 2020)

What Do These Twitter Facts Mean for Your Business?

Many social media channels have come and gone over the past years, but the statistics we’ve culled only prove one thing: Twitter isn’t going anywhere anytime soon.

Twitter has changed quite a lot since its inception. It has been renamed from Twttr, modified its logo, added retweeting functions, started supporting images and videos, and even doubled its maximum character count. Now, it is evolving to become an even crucial aspect of everyday life, not just for information sharing but also for business operations.

As you have read from our compilation of Twitter stats and facts, the platform has an increasingly large user base worldwide. It remains one of the most popular social media sites, with millions of people accessing it day in and day out. This makes it ideal for marketing and advertising campaigns, as well as customer service efforts.

However, like with any method of communication, there are ways through which you can optimize your use of Twitter and other social media channels. So, be sure to study best practices that you can apply to make the most of your usage of them. Furthermore, it might help to consider using platforms that will help you manage your social accounts simultaneously. A good lead is this list of tools for social media management.

To sum up our list of Twitter statistics, we hope that you were able to gain a better understanding of what this platform can do and how important its role is for your business, especially as the pandemic has forced many companies to run their operations without physical locations. Moreover, through this guide, we hope that you were able to get ideas on how you can leverage Twitter for your company’s operations.

 

References:

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Allan Jay

By Allan Jay

Allan Jay is FinancesOnline’s resident B2B expert with over a decade of experience in the SaaS space. He has worked with vendors primarily as a consultant in the UX analysis and design stages, lending to his reviews a strong user-centric angle. A management professional by training, he adds the business perspective to software development. He likes validating a product against workflows and business goals, two metrics, he believes, by which software is ultimately measured.

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