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 statistics 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.
Twitter user statistics
With more than 40 languages supported, perhaps it’s not surprising that 79 percent of Twitter accounts are based outside the United States. That said, 67 million Americans—or 24 percent of online American adults—use the network.
The top three countries by user count outside the U.S. are Brazil (27.7 million users), Japan (25.9 million), and Mexico (23.5 million).
They’re likely to be millennials
Thirty-six percent of online Americans aged 18 to 29 years old use Twitter, more than any other age group. Usage drops as age increases, with 23 percent of those aged 30 to 49 using the service, 21 percent of 50- to 64-year-olds, and just 10 percent of those aged 65 and up.
Many are in college or have a college degree
Twenty-nine percent of online Americans with a college degree use Twitter, compared to 25 percent of those with some college education and 20 percent of those with a high school diploma or less. This aligns well with the fact that…
They’re likely to have above-average income
Thirty percent of online Americans who earn $75,000 or more use Twitter, compared to 28 percent of those who earn between $50,000 and $74,999, 18 percent of those who earn between $30,000 and $49,999, and 23 percent of those who earn less than $30,000 per year.
They’re evenly split by gender
There’s no statistical difference between the number of male and female users, with 24 percent of American online men using the service, and 25 percent of women.
They’re app users
Fifty-eight percent of surveyed Twitter users had installed an app in the last month.
Twitter usage statistics
The majority of Twitter users—71 percent—say they use Twitter multiple times per day. Here’s what you need to know about how they’re using the network, so you can understand what kind of messaging is most likely to connect with their needs.
They access the service on the go
They Tweet like crazy
Users send more than 500 million Tweets per day: that’s 5,700 every second. More than a third of users (37 percent) Tweet or Retweet several times per day.
Among all those Tweets, more than 100 million contained GIFs in 2015.
They access Twitter regularly
Ninety percent of Twitter users access the network at least weekly, and 57.6 percent use it at least once per day.
They seek out news
Eighty-six percent of Twitter users say they use the network to get their news, with nearly three-quarters of those doing so every single day. Sixty-four percent of Twitter users say they also share news on the network.
Brand and business Twitter usage statistics
Here’s how other brands are already using Twitter—and how individuals are using Twitter to interact with brands.
Most American brands are using Twitter
The majority of U.S. companies with more than 100 employees are already marketing on Twitter: 65.8 percent of them as of 2015, a number eMarketer expects to increase to 67.2 percent by 2017.
Twitter is ideal for SMBs
Sixty-six percent of Twitter users have discovered a new small or medium business (SMB) on Twitter, 94 percent plan to purchase from the SMBs they follow, and 69 percent have already purchased from an SMB because of something they saw on the network.
Seventy-five percent of Twitter users feel better about an SMB after following a business and reading its Tweets.
Twitter is an important platform for customer service
Twitter users send more than 100,000 questions, complaints, and comments to major American airlines alone every month. Responding quickly is important, since a study showed that when airlines responded within six minutes, customers were willing to spend almost $20 more for that airline in the future.
When the airline took more than an hour to respond, customers were only willing to pay $2.33 more. Perhaps even more important, 82 percent of those who received a response shared their positive experience with others.
Twitter users will amplify your message
Seventy-nine percent of Twitter users have Retweeted an SMB, and 38 percent have Retweeted a new product or service update.
Twitter users are actively seeking brand information
Eighty-four percent of shoppers on Twitter use the platform to search for deals, product reviews, and gift ideas. They also shop online nearly twice as much as non-Twitter users—3.6 times per month compared to 1.9 times.
Women with children are particularly interested in interacting with brands: moms are 67 percent more likely to research products on Twitter and 45 percent more likely to make purchases based on information they find on the network than are women without children.
Live streaming is the next big thing
Twitter’s new Thursday Night Football streams are reaching more than 3 million viewers, and the second and third presidential debate streams averaged a reach of more than 3.3 million viewers. During the second debate, users sent more than 16 million debate-related Tweets.
Twitter Ads statistics
In a recent survey, 63.5 percent of social media managers listed Twitter as one of their top social media platforms in terms of return on investment (ROI), second only to Facebook. Here are some of the Twitter statistics you should consider when planning a Twitter ad campaign.
Promoted Accounts help Twitter users connect with new brands
Promoted videos increase ad recall and purchase intention
They’re also 12 percent more likely to recommend a brand to friends or family after seeing a video ad on Twitter than after watching an ad on TV.
Twitter ads increase the amount shoppers spend
During the 2015 holiday season, Twitter users exposed to retail holiday campaigns on Twitter spent an average of 1.8 percent per household more than other shoppers.
A call to action or a Website Card increases response
Simply asking for a follow increases follows by 258 percent in timelines and 86 percent in search, while asking for a download increases clicks to download an app by 13 percent in timelines and 11 percent in search. Including a Website Card increases engagement by 43 percent.
With all of these statistics 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.
Now that you’re armed with the stats you need to know about the people your brand can reach on Twitter, it’s time to apply those insights to your Twitter strategy. Save time managing your Twitter presence by using Hootsuite to schedule posts, share video, engage with followers, and monitor your efforts. Try it free today.