A recent study conducted by Pew Research has highlighted concerning trends within the Twitter user community, as 25% of active users admit they don't expect to be still using the platform in the next 12 months. Additionally, 60% of US Twitter users have taken a break from the app in the last year, which could signal a challenging future for the platform's growth and viability.
The study elaborates on demographic variations that have impacted Twitter usage, with female and Black users most likely to have taken a break from the platform in the past year. Interestingly, Democrat voters were also more inclined to have reduced their usage of Twitter. These statistics paint a picture of a platform that may be losing its appeal for various user groups, potentially leading to an overall decline in user engagement and advertiser interest.
One of the most significant changes on Twitter in recent months has been Elon Musk's acquisition of the platform. The Pew Research study found that after the acquisition, the most active users on the platform (top 20% by tweet volume) saw a noticeable decline in their tweet volume – by around 25%. However, eight in ten of the most active users from January 1 to April 14, 2022, remained among the top users after Musk's acquisition in October.
When asked about their likelihood of using Twitter a year from now, 40% of respondents said they were extremely or very likely to use the platform, and 35% stated they were somewhat likely to use it. However, the concerning statistic is that a quarter of respondents admitted they were not very or not at all likely to be on Twitter in a year. This could indicate a lack of confidence in the platform's future or the expectation of better alternatives emerging.
In conclusion, the Pew Research study presents a challenging outlook for Twitter, with a significant portion of users expressing doubts about their continued engagement with the platform or anticipating a shift to alternatives in the next 12 months. Yet, with a new Twitter CEO stepping in and plans to focus on video content, there remains hope for the platform to adapt and thrive. The key will be addressing user concerns and innovating to maintain interest and engagement among its diverse audience base.