Twitter (X) statistics (2024): The social network’s key figures, users, and trends

Source: Statista

Which countries use Twitter (X) the most?

In 2023, according to World Population Review, the five countries with the highest number of Twitter (X) accounts are the following:

• United States: 95.4 million active users
• Japan: 67.5 million
• India: 27.3 million
• Brazil: 24.3 million
• Indonesia: 24 million

What is the number of global users by age group? What about the gender of users?

According to Business of Apps, the most connected age group on Twitter (X) is 35-44 year-olds at 28.4%, followed by 25-34 year-olds at 26.6% and 18-24 year-olds at 25.2%.

Based on data from a We Are Social x Hootsuite study, as of October 2023, in terms of gender, the Twitter (X) audience is predominantly male, being made up of 61.5% male users and 38.8% female users.

The study goes into further detail with the user age and gender demographics of active users on Twitter (X):

• 13-17 years: 5.7% male users and 2.1% female users
• 18-24 years: 15.3% M / 9.9% F
• 25-34 years: 18.7% M / 7.9% F
• 35-49 years: 19.6% M / 8.8% F
• Over 50 years: 7.6% M / 4.4% F

According to Statista in 2023, per minute, the number of tweets posted on the platform amounted to 360,000 worldwide, a far cry from the TikTok stats for video views, messages sent on WhatsApp, Reels sent on Insta in DM, or Snapchat statistics concerning the number of messages sent.

What are the usage stats on Twitter (X) around the world?

Based on the data from a Google study, 80% of the platform’s usage is via the mobile application. Twitter (X) also informs us of the following statistic: 93% of video views are performed on mobile devices. Moreover, tweets that include video content generate 10 times more engagement from people than others, according to Twitter (X) recommendations.

Statista reports that the average time that users spend on the app is 34.1 minutes per day in the United States. According to Sales Hacking, 71% of users get their news from Twitter (X).

Based on data from Pew Research Center, in the United States, the country with the highest number of active users on Twitter (X), the top 10% most active users post 92% of the social media platform's tweets. Influencers create the app's cultural conversation.

A record concerning Twitter usage was broken on June 3, 2020: Apptopia states that on that day, the app counted over 677,000 downloads worldwide. The analysis given of this explosion is linked to the pandemic and to internet users wanting to know more about COVID-19 in real time, but also to protests linked to the death of George Floyd in the United States.

According to Reuters statistics quoted by Digimind, in 2021, Twitter (X) ranks fourth (12%) among the social media platforms used to access information worldwide, after Facebook (36%), YouTube (21%), and Whatsapp (16%).

In 2023, again according to Reuters, news consumption habits have changed: influencers and celebrities are the primary source of information, followed by TIkTok, Snapchat, Instagram, Facebook, and Twitter (X), where journalists are much more present, for information consumed by older people.

Is Twitter (X) profitable? Revenue data

Revenue in 2023 amounted to approximately $3 billion. The arrival of Elon Musk has had an impact on this figure, with a 40% drop in advertising revenue. Advertising revenue for the year is estimated at $2.5 billion, with the remainder coming from user subscriptions.

In 2022, the revenue earned by Twitter (X) was $4.14 billion. It should also be noted that in 10 years, the company has only been profitable for two of those years.

Revenue in 2021 reached almost $5.1 billion. According to Business of Apps, Twitter (X) generated $3.7 billion in sales in 2020. Of this amount, 86% came from advertising. Despite this, Twitter (X) also recorded an annual loss of $1.1 billion in 2020, a negative figure for the first time since 2017.

Of the $3.7 billion in 2020, $2 billion came from the United States, compared to $1.7 billion from the rest of the world. In total, $3.2 billion came from advertising and $0.5 billion from other areas (data, etc.).

According to the Twitter (X) statistical report, the company generated sales of around $1.2 billion in the first quarter of 2021, up 74% from the same period the year before. Its profit was $65 million, compared with a loss of $1.3 billion at the start of 2019.

Based on the statistics, in the second quarter of 2022, Twitter (X) recorded sales of almost $1.2 billion, down 1% from the same period the previous year. Unfortunately, the company suffered a net loss of $270 million, a sharp decrease from the net profit of $65.6 million recorded in the second quarter of 2021.

Twitter (X) for business and marketing professionals

It’s been proven by many studies that Twitter (X) is an image lever for all marketing professionals. B2C and B2B marketers are interested in this platform for several reasons mentioned by Twitter (X) on its Business tab:

• B2C and B2B marketers can keep themselves informed, social listening is thus optimized in order to adapt their marketing strategy to all the events that occur, closely or remotely related to their activity. An 18% increase in message association for brands present on Twitter (X): a marketing impact multiplied by 10 thanks to this social media network.
• Free promotion of your brand: an 8% increase in brand awareness is the figure that differentiates brands present on Twitter (X) from those who are not. Thanks to Twitter (X), it’s possible to reach other audiences in a strategy based on sharing information but also by anchoring a brand in the news. Reacting to an event, using trending hashtags, and many other activities that will diversify your presence on Twitter (X) to reach a greater number of potential customers in your target audience.
• Recruit and retain consumers: by being bold while making a point of convincing your potential buyers, your image will have a better chance of being able to increase your conversion rate. A 7% increase in brand preference and a 3% increase in purchase intention: these are the stats for brands that are present and active on Twitter (X) compared to those who are not on the platform.
• Optimize your brand or activity launch: Twitter (X) is also an event platform. It allows you to successfully launch a new item on the market or to document a live event to make it a Twitter Trending Topic, such as a party or a conference for example!
• Follow your competitors closely: by creating lists and activating notifications, you'll be able to analyze your competitors' marketing strategies in order to align yourself with their performance and, ultimately, outperform them!

As you can see, Twitter (X) offers a very special microblogging service that allows users to publish a variety of content, such as video, photo, and text posts, but above all to interact with other users and brands.

For many of the social media platform's users, Twitter (X) serves as direct customer service, using tweets to exchange and file complaints with brands' accounts. So make sure that you have a solid service to answer all your followers’ questions. This in turn can help to increase user engagement on Twitter (X) as well as customer loyalty.

In addition, depending on your budget, you might opt to invest in Twitter (X) ads. This action can help you take your social media marketing to the next level and bolster your reach on the app.

Finally, it’s important for marketers like yourself to consider that out of the billions of Twitter (X) accounts created, 44% of users have never tweeted on the social media platform. No less than 500 million people visit the network without connecting, and 80% of profiles have fewer than 10 followers: consider this community and talk to all visitors, not just the regulars!