Twitter, now rebranded as X, remains a powerhouse in the social media landscape, offering unique opportunities for businesses, marketers, and brands to connect with a diverse and engaged audience. With 611 million monthly users and 250 million daily active users, this platform has cemented itself as a hub for real-time conversations, news, and trends. In this post, we’ll explore 25 eye-opening statistics that demonstrate why Twitter is an indispensable tool for social media marketing and brand growth.
While it’s not as sexy as TikTok, Twitter continues to be in the news thanks to its new owner. While some might have left the platform, it still has plenty of very active social media users to warrant your interest and reach your target audience.
At the same time, there are a lot of people who think that Twitter is passé. After all, the platform doesn’t have huge member numbers in relation to other social networks. However, as we will see from these Twitter user statistics, there’s a lot more to this story and Twitter’s role as a digital marketing tool. In fact, Twitter is as influential as ever, especially as it leverages its value as one of the few places people can openly discuss politics—and anything, really.
Twitter / X’s Global Reach and Popularity
Twitter, or X, has solidified its position as one of the most widely recognized platforms worldwide, boasting an impressive 611 million monthly users. Despite fierce competition from other social networks, it remains a go-to platform for real-time conversations and updates. With 250 million daily active users and a strong presence in the U.S., where it leads in user count, Twitter’s global popularity highlights its potential for marketers to tap into a broad and engaged audience. Let’s dig deeper into these and more statistics.
1. Twitter / X is now the 12th most popular social media platform in the world (source).
There is fierce competition in social media spaces, with countless brands and companies vying for the attention of their target audience. Twitter has managed to remain relevant, with a competitive average engagement rate and usage statistics indicating ongoing use from day to day. Twitter statistics indicate that the platform remains an important platform to engage with your audience and trends as a whole, with a high ease of use and ongoing involvement in current events.
2. There are 336 million monthly users. (source)
The number of people using Twitter on a monthly basis actually decreased in 2024 by 5% when compared to 2023. While anecdotal accounts suggest that a lot more people left Twitter, the number still represents a large number of people to engage with.
Also, keep in mind that:
3. 245 million of these monthly users log on every day. (source)
Monetizable daily active users (mDAU) are users who are actively engaging with a platform. Growing mDAU is a reliable indicator of a platform’s continued growth and usage, making this statistic an important one to help develop content and develop a Twitter strategy.
While Twitter is often pushed to the side in favor of flashier, more visually-rich platforms, the average user on Twitter requires more know-how, and adult users are typically not going to Twitter to see spam messages and a slew of ads. This means that you can use the series of sentences and phrases on Twitter to connect with your audience, set yourself apart as an authority, and continually engage with a growing group of active users with a reliable number of minutes per day spent.
Furthermore,
4. There are 95.4 million MAU’s from the United States. (source)
Statista points out that the second and third-highest numbers of active users come from Japan and India, respectively, and there seems to be a steady quarter increase in these numbers. It’s worthy to note that the first two countries have a very high average income, and are among the most internet-connected in the world.
5. The U.S. has 106 million users, making it the country with most X users (source).
Although knowing the average time spent can be useful, knowing the country with the largest number of users is also valuable as you go through Twitter statistics and determine which can help inform your social media strategy. As you develop your content strategy, you must take your largest block of followers into account. For this reason, you can be sure that at least some of your Twitter strategy will involve U.S.-based information or news, and engaging with the social media site from the perspective of users in the U.S.
Demographics and User Behavior
Understanding who uses Twitter and how they engage is key to crafting an effective marketing strategy. With a user base that skews younger—70% are under 35—and educated, 42% holding college degrees, Twitter attracts a diverse and influential audience. From income levels to gender distribution, these demographics provide valuable insights into the platform’s reach and reveal opportunities for marketers to connect with their ideal audience.
6. 23% of American adults use Twitter. (source)
While this is definitely not the huge number of adults who use Facebook or Instagram, that’s still a lot of active users (and potential customers) for you to reach through the platform. It’s worth mentioning that the influence of Twitter goes far beyond just Twitter demographics. Unlike Facebook, Twitter sees a lot of people viewing its pages and racking up video views who don’t have an account, or who aren’t logged into their account when checking it. One reason for this is the hugely influential people who have a Twitter presence, as well as the concise nature of posts, which makes Twitter unique among other social platforms–something you can take into account as you craft your social media strategy.
7. 61% of Twitter users identify as male, and 39% identify as female. (source)
Knowing the general state of genders and their Twitter habits can help inform your marketing strategy, as it can help you determine how to most effectively tailor your marketing efforts to your followers. Knowing that the majority of Twitter users identify as male can inform the style and tone of your tweets to maximize your marketing potential.
8. The largest Twitter user age group (38.5%) are aged 25 to 34. (source)
Like most social media platforms, Twitter’s audience relies primarily on a younger crowd. That isn’t to say that all Twitter users are within the general age group of Justin Bieber, but does suggest that content needs to remain relevant to a group of people you may not initially consider when creating content or linking to various print and video ads.
While you do not have to modify everything you create to “fit in” with this particular demographic, it is important to recognize that nearly 40% of the Twitter audience falls within the ages of 25 to 34, and occasionally or frequently catering to that demographic can help improve your Twitter numbers. Developing entertaining content may help improve your Twitter stats.
9. Around 70% of X/Twitter’s users are under age 35 (source).
As you develop your strategy to increase advertising revenue and improve your reach, hone in on user demographics. Well over half of Twitter’s active user base is under the age of 35, which means that the entertaining and informative content that you develop should be geared toward younger audiences. While internet users as a whole may run the gamut, Twitter users are likely to be looking for informative content that delivers from a place of research, trending content, and special interests. Develop content for your social platforms according to the different audience demographics you find on those platforms, which means targeting younger ages on Twitter.
10. 42% of People Who Use Twitter in The U.S. Have College Degrees (source)
Twitter has garnered something of a reputation over the years as a gathering place for people who possess more intelligence–-or at least a higher level of education–-than people on other platforms. While Facebook and Instagram have long been overrun by young people-–think teenagers–-sharing their day-to-day lives, the structure of Twitter did not initially lend itself to use from younger age groups and those without something specific to say. Understanding that Twitter advertising revenue and audience numbers do rely upon sounding at least somewhat educated on this microblogging platform and can help inform your Twitter strategy and develop content that will be respected and trusted.
11. 41% of Twitter users earn $75,000 or above (source)
In a somewhat similar vein, Twitter users are also largely people in a higher income level than some other social media networks. While it is not quite the vast majority, at 41%, it is a significant enough number to understand how and when Twitter can be useful for your company. While some other platforms may be the place to focus on discounts and deals, Twitter’s online community’s income brackets may allow for more focus on your higher-end products or services, or may appreciate a lesser focus on price and a greater focus on solutions and features.
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Further Reading: Twitter Influencers: How to Find and Connect with Them
Influence and Usage Patterns
Twitter’s influence extends far beyond casual conversations, serving as a platform where trends are shaped and decisions are made. With over 500 million tweets sent daily and 79% of users relying on it as a news source, Twitter is a dynamic space for information and engagement. From world leaders to early adopters, its user base showcases behaviors and patterns that highlight its impact on both global conversations and consumer actions. Follower growth may follow a more news-heavy approach than other platforms typically warrant.
12. There are over 500 million Tweets sent per day (source)
500 million Tweets per day adds up to quite a lot of engagement. Whether you are Katy Perry announcing a new album, or a parent talking about local news, your target audience relies on you to keep them up-to-date and continually engage on the platform. That being said, with so many Tweets going out each day, make sure that you aren’t simply adding to the noise; make sure that your Tweets stand out among those 500 million, and continually be sure to engage your target audience and provide helpful or relevant content in any original tweets you generate.
13. 79% of Users Utilize Twitter As a News Site (source)
14. 53% of people of Twitter users are more likely to be the first to buy new products (source)
Not only are there a good number of affluent users on the platform, but Twitter analytics show they tend to be early adopters of new products. Twitter usage statistics suggest that over half of Twitter’s audience consider themselves trailblazers or tastemakers. Knowing this is incredibly important to determine what your brand or company’s active usage looks like on the platform.
By featuring your products’ innovative features, or demonstrating your brand’s commitment to superlative manufacturing, customer service, and more, you can connect with the portion of Twitter users who focus their energy on finding new, better products and ideas, and make connections with people who are on the upswing of trends.
15. 80% of Twitter users view Twitter on mobile devices. (source)
When developing ad campaigns, it is vital to make sure your linked sites are properly developed for mobile devices. If your audience is primarily viewing your Twitter page via a mobile device such as a phone or tablet, make sure all of your weekly newsletter blasts, site pages, and shopping pages are appropriately formatted to function optimally on mobile devices to help improve ease of use and even spur a purchase decision.
Further Reading: 11 Ways to Use Twitter Polls for Marketing (with Examples)
Twitter / X for Brands and Marketing
Twitter has become a cornerstone for businesses looking to connect with their audiences and build lasting relationships. From 66% of American companies leveraging it for marketing to small businesses finding it indispensable for customer service, the platform provides powerful opportunities for brand engagement. With users actively seeking updates from brands and responding positively to interactions, Twitter proves itself as an essential tool for fostering brand loyalty and driving meaningful connections.
16. 66% of American companies with 100 or more employees use Twitter for marketing. (source)
To be sure, that’s probably not quite as many as the ones that use Facebook, but there aren’t as many users on Twitter, either. Plus, with Twitter, you really have to keep maintaining your account and continuing to send a certain number of tweets per day to remain relevant, making it something of a professional network and a marketing powerhouse.
17. 85% of American small businesses find Twitter indispensable for customer service. (source)
One of the advantages of Twitter over some other platforms for customer complaints like Yelp is that the business has an easy way to respond. All an unhappy customer has to do is direct their tweet at the business’ Twitter account. Likewise, Twitter users are the types of people who like to broadcast their thoughts in real time. As every savvy business owner knows, there’s no time like immediately after a customer complaint to deal with the issue. After all, you don’t want hard feelings to fester and grow.
18. 77% of Twitter users say they’re more positive about a brand after the brand responds to their tweet. (source)
To me, this statistic reflects the reality that customers love individualized attention. After all, nothing says “we care” like spending the time to read and respond to customer feedback. Yet this isn’t all that these responses can do for you: other people get to see how much you care about customers. Pretty cheap public relations, don’t you think?
19. 79% of Twitter followers follow brands to see their latest updates (source)
While a tweet is not going to give your audience an in-depth analysis of the goings-on behind closed doors, tweets can quickly and easily connect followers and brands to keep your audience in the know about new products and services, deliver valuable insights about how your brand operates, and even deliver a favorable impression of company management. Take advantage of the expectation users have, and make Twitter a place to share company updates and news.
20. 47% of American Twitter users prefer culturally relevant brands. (source)
If you’ve read corporate Twitter feeds lately, you’ll probably see that a lot of them use the platform to announce their latest corporate advocacy efforts. For example, some cosmetic companies pride themselves on environmental friendliness, vegan ingredients, or a refusal to engage in animal testing. Tweets on this sort of topic are common in the beauty industry, along with product launch announcements.
In other industries, you might see a car manufacturer bragging about their latest environmental ratings. Major influencers like Elon Musk are well-known for bragging about their company’s corporate citizenship priorities and many adult Twitter users appreciate these peeks into business practices to develop a favorable impression of a company or brand.
Further Reading: How to Conduct Your Own Twitter Audit for Free
Twitter / X Advertising Insights
Twitter’s advertising capabilities offer marketers an unmatched opportunity to reach and engage a global audience. With nearly 6% of the world’s population reachable through ads and a 40% higher ROI compared to other platforms, Twitter delivers measurable results. From vertical video ads driving 7x higher engagement to users spending more time viewing ads, these insights reveal why Twitter is a valuable channel for driving conversions and amplifying brand visibility.
21. Almost 6% of the entire world population (over the age of 13) can be reached via Twitter ads. (source)
While 5.8% may not seem like a substantial figure, almost 6% of the entire world’s population is a large pool of people. Twitter’s reach may not, at first glance, seem as large as other social media platforms, but the engagement rate is solid and regular Twitter users are considered more affluent than the individuals who utilize other networks. These stats make it an excellent place to carry out a digital ad campaign.
22. Average Twitter Ads ROI is 40% higher than other channels (source)
When I gave my example of A/B testing over multiple social networks at the beginning of this post, this is the type of test I will do with clients: Spread ad spend over multiple social networks and compare apples and apples. This statistic, straight from Twitter, is a powerful one that hints at the potential ROI from using its ads platform.
Perhaps this is why
23. 40% of Twitter users purchase a product after coming across it on the platform. (source)
This is a staggering number! Fans among Twitter users, statistics suggest, are willing to purchase a product they have discovered on the platform. This means that while you are creating your Twitter marketing strategy, focusing on unique features, innovation, and education, you can rest assured that your audience is taking note and provided that your product actually fills a need, your audience is statistically likely to make purchases. While engagement may be higher and easier to come by on other platforms, the users on Twitter are more invested in the products and businesses that they follow. Make sure you pay close attention to what your audience wants and needs, and adjust accordingly.
24. People spend 26% more time viewing advertisements on Twitter than other platforms. (source)
While Twitter may not be the first platform you think of when you think of ads, statistics show that Twitter users actually spend 26% more time viewing ads on Twitter than on other platforms. Although the precise reason behind this has not been identified, the demographics using Twitter suggest that the higher amount of time spent on ads might be intentional, when someone is working to make a decision regarding a product, service, or company. Understanding the willingness of an audience on Twitter to view ads can help you develop a marketing strategy for the platform that focuses its time and energy on delivering authoritative, reliable content that touches on an audience’s need for innovation and improvement.
25. Vertical video ads on X see a 7x greater engagement rate than home timeline ads
The immersive nature of these ads is said to be the reason behind registered users engaging more with vertical videos ads than other content creators’ work, but the point remains: video ads are valuable on the platform, and can be a great way to get your preferred content type into your audience’s hands.
Although these video ads may not provide interactive content, the automatic inclusion of audio and the full-screen nature of the video help catch the attention of registered users and retain it. Furthermore, by optimizing your video for the mobile app, you are making sure that your videos are garnering as many views as possible.
Further Reading: 13 Best AI Twitter Generators for Tweeting
Conclusion on Twitter Statistics
The statistics I have outlined above highlight why Twitter, or X, remains a critical platform for social media marketing. Its unique combination of global reach, influential demographics, and powerful advertising capabilities make it an invaluable tool for connecting with engaged audiences and driving measurable results in annual revenue and marketing ROI. By leveraging Twitter’s strengths—from real-time conversations to high-ROI ad formats—businesses can amplify their brand presence and achieve meaningful marketing outcomes. Don’t overlook the potential of Twitter; its reach and engagement metrics could be the game-changers your strategy needs.
Which of these Twitter user statistics convinced you to take tweeting more seriously?
Further Reading: Twitter Advertising: 18 Tips to Set You Up For Success
Thank you for sharing this, Neal! This is so incredibly interesting. 83% of world leaders utilize Twitter? Wow, talk about social media influence. I am a journalism grad student, and it has come up in our classes that Twitter is primarily used by journalists and media professionals. The stat that almost 25% of verified accounts belong to journalists definitely backs up the claims made in my classes. Twitter is a unique platform, that’s for sure.
It really is Scarlett – and if you want to be covered by the media, it is the perfect place!!!