1、IZEA INSIGHTS SPECIAL REPORTAUGUST 2023The State of Twitter X IZEA Worldwide,Inc.2023 All Rights ReservedBACKGROUNDGOALSWe surveyed over 1,200 U.S.social media users to help understand the state of Twitter(X)usage under the ownership of Elon Musk and what impact Threads,Metas newly launched text-bas

2、ed Twitter rival,has had during its first 10 days.Provide insights for our customers to help them understand the potential benefits,applications,and challenges of incorporating Twitter and Threads in their ongoing marketing campaigns.Inform,educate and assist content creators as they strategize what

3、 social media platforms they should incorporate into their plans.Provide valuable insights to our solutions partners to help them navigate the evolving Creator Economy effectively.SAMPLE POPULATIONU.S.SOCIAL MEDIA USERS1,230 RespondentsAll respondents were required to have an internet connection in

4、order to participate in the survey.United StatesGEOGRAPHYDATA GATHERED7/15/237/16/23TOAll respondents were required to have an internet connection in order to participate in the survey.United StatesGEOGRAPHYDATA GATHERED0%5%10%15%20%25%30%35%40%18-2930-.5%30.0%24.5%21.0%SEX0%10%20%30%40%5

5、0%60%MaleFemale54.1%45.9%AGETWITTER USERS44%of all social media users say that they have an active Twitter account that theyve used within the past year.Men are 1.2 times more likely to say they have a Twitter account than women.At 24.7%,18-to 29-year-olds are the most likely to say that they have d

6、eactivated or deleted their Twitter accounts.Twitter has long been a major player in the social media landscape,but with its acquisition by Elon Musk and subsequent changes to the user experienceand the recent rebrand to Xthe platform has undergone major changes.We first look to see which social med

7、ia users are using the platform and how they are using it.WHO IS ON TWITTER?TWITTER USERS BY STATUSQ:Do you have a Twitter account?0%5%10%15%20%25%30%35%40%45%50%Yes,and Ive used it in the past yearYes,but I havent used it in the past yearNo.I deactivated or deleted it in the past yearNo.I deactivat

8、ed or deleted it over a year agoNo.I never had a Twitter account22.5%8.7%8.7%15.8%44.0%All Social Media Users33.2%of social media users have or had Twitter accounts they no longer use.TWITTER USERS BY SEXQ:Do you have a Twitter account?0%100%66.8%YES15.6%NO:DEACTIVATED/DELETED17.6%NO:NEVERMales0%100

9、%FemalesMen are 1.2 times more likely to say they have a Twitter account than women.53.9%YES19.6%NO:DEACTIVATED/DELETED26.5%NO:NEVERTWITTER USERS BY AGEQ:Do you have a Twitter account?0%10%20%30%40%50%60%70%Yes No:Deactivated or deletedNo:Never36.3%17.3%46.4%20.4%15.0%64.5%19.4%15.5%65.1%14.4%24.7%6

10、0.9%18-2930--to 29-year-olds are the most likely to say they have deactivated or deleted their Twitter accounts.TWITTER USAGE66.9%of Twitter users active in the past year check their feed daily.38.8%of Twitter users active in the past year tweet at least daily.Influencers are 5.2 times mo

11、re likely to tweet multiple times per day than regular social media users.HOW ARE PEOPLE USING TWITTER?Reports have claimed that Twitter traffic has plummeted over the past year.Our survey sought to discover whether users reported a change in how often they use Twitter and what factors have contribu

12、ted to the changes,if any.USAGE OF TWITTER-FEED VIEWSQ:How frequently do you look at your Twitter feed?0%5%10%15%20%25%30%35%40%45%50%Multiple times a dayOnce a dayA few times a weekOccasionallyRarely or never3.7%10.7%18.7%19.8%47.1%All Social Media UsersFilter:Active Twitter Users66.9%of Twitter us

13、ers active in the past year check their feed daily.USAGE OF TWITTER-TWEETS AND REPLIESQ:How often do you post tweets or replies on Twitter?0%5%10%15%20%25%30%Multiple times a dayOnce a dayA few times a weekOccasionallyRarely or never22.6%21.8%16.8%12.0%26.8%All Social Media Users38.8%of Twitter user

14、s active in the past year tweet at least daily.Filter:Active Twitter UsersUSAGE OF TWITTER-INFLUENCERSQ:How often do you post tweets or replies on Twitter?0%10%20%30%40%50%60%Multiple times a dayOnce a dayA few times a weekOccasionallyRarely or never36.0%30.9%16.4%6.9%9.8%3.6%8.9%17.4%19.2%50.9%Soci

15、al Media InfluencersRegular Social Media UsersInfluencers are 5.2 times more likely to post multiple times per day than regular social media users.Filter:Active Twitter Users5.2XTOP REASONS FOR USING TWITTERQ:What are the main reasons for your Twitter usage?0%10%20%30%40%50%60%Track news and eventsE

16、ntertainmentFollow friends and familyFollow celebrities and influencersShare personal thoughtsEngage in discussions or debates29.0%31.8%33.6%33.8%50.1%53.2%All Social Media Users34%of active Twitter users want to follow celebrities and influencers.Filter:Active Twitter Users45%OF TWITTER USERS AGES

17、45-60Say that Twitter is a very important source of information for them.Q:How important is Twitter as a source of information for you?0%10%20%30%40%50%All18-2930-4445-6060+19.4%45.4%30.6%22.4%31.4%A:“Very Important”by ageTWITTER&INFLUENCEOver 70%of Twitter users say the app is a good place for infl

18、uencers and brands.Among those without a Twitter account,42%said Twitter is a good place for influencers and brands.81%of social media influencers said they have posted sponsored content(or plan to)on Twitter.BRANDS AND INFLUENCERS ON TWITTERWe asked social media users for their thoughts about Twitt

19、er as a safe place for brands and influencers.We found the majority of respondents with an active account find Twitter to be a good place for both brands and influencers.TWITTER FOR INFLUENCERS&BRANDSQ:Do you think Twitter is a good place for influencers and brands?0%10%20%30%40%50%60%70%80%Yes-Twit

20、ter is a good place for influencersYes-Twitter is a good place for brands41.9%42.5%73.9%73.1%Has a Twitter accountDoes not have a Twitter account63%OF SOCIAL MEDIA INFLUENCERSHave posted a sponsored post on Twitter.Q:Have you been compensated by brands for posts you make on Twitter?0%10%20%30%40%50%

21、60%70%YesI plan toNo19.2%17.4%63.4%TWITTER BLUEPeople ages 45 to 60 are the most likely age group to have an active Twitter Blue subscription.Influencers are nine times more likely to have a Twitter Blue subscription than other Twitter users.11.2%of influencers had Twitter Blue subscriptions but hav

22、e since unsubscribed.TWITTER BLUE SUBSCRIPTIONSTwitter Blue is the apps paid subscription plan that offers access to various features and customizations,including the blue checkmark that previously indicated an account met the criteria of being authentic,notable andactive.Owner Elon Musk changed the

23、 verification policy in April 2023,removing legacy checkmarks.TWITTER BLUE SUBSCRIPTION BY AGEQ:Are you subscribed to Twitter Blue?0%5%10%15%20%25%30%35%40%45%Yes Had a subscription,but unsubscribed4.1%13.3%5.2%41.3%4.9%29.9%15.2%16.0%18-2930-4445-6060People ages 45 to 60 are the most likely age gro

24、up to have a Twitter Blue subscription.Filter:Active Twitter UsersTWITTER BLUE SUBSCRIPTION&INFLUENCERSQ:Are you subscribed to Twitter Blue?0%10%20%30%40%50%60%Yes Had a subscription,but unsubscribed4.7%6.3%11.2%56.7%Social Media InfluencersRegular Social Media UsersInfluencers are nine times more l

25、ikely to have a Twitter Blue subscription than other Twitter users.Filter:Active Twitter Users9XONGOING IMPACTPeople who have actively used Twitter in the past year are 3.6 times more likely to say that Elon Musks ownership of Twitter makes them want to use the platform more.56%of those who have dea

26、ctivated or deleted their Twitter accounts in the past year say the ownership by Elon Musk was a factor in their decision.People ages 45 to 60 with Twitter and Threads accounts are the most likely to say they prefer using Twitter over Threads.FACTORS IMPACTING TWITTER USAGETo determine whether the l

27、aunch of Threads or the ownership by Elon Musk were causing changes to Twitter usage and sentiment,we asked social media users what concerns they had,if any,about using the platform.ELON MUSKS IMPACT ON TWITTER USAGEQ:What impact does the ownership of Twitter by Elon Musk have on your usage of Twitt

28、er?0%10%20%30%40%50%60%70%It makes me want to use Twitter moreIt makes me want to use Twitter lessNo impact61.1%30.4%8.5%38.9%30.2%30.9%Has an active Twitter accountDoes not have a Twitter account3.6XELON MUSKS IMPACT ON RECENT DEACTIVATIONSQ:What impact does the ownership of Twitter by Elon Musk ha

29、ve on your usage of Twitter?0%10%20%30%40%50%60%It makes me want to use Twitter moreIt makes me want to use Twitter lessNo impact36.7%56.0%7.4%All Social Media UsersFilter:Deactivated Twitter in the past yearTOP CONCERNS ABOUT USING TWITTERQ:What concerns(if any)do you have about using Twitter?0%5%1

30、0%15%20%25%30%35%40%45%Concerns about Musks ownershipConcerns about lack of moderationConcerns about privacy and data securityConcerns about negativity or toxicityNot interested in the content21.1%30.3%33.9%36.7%38.5%21.8%29.2%27.9%23.5%25.3%All Social Media UsersDeactivated Twitter in Past YearAmon

31、g those who deactivated their Twitter accounts in the past year,Musks ownership was the top concern.THREADS VS.TWITTERQ:Between Twitter and Threads,which platform are you most interested in using in the future?0%10%20%30%40%50%60%I am most interested in using TwitterI am most interested in using Thr

32、eadsI am equally interested in using both I am not interested in using either12.2%14.6%46.3%26.8%2.8%22.8%25.5%49.0%2.8%25.5%39.6%32.1%5.4%31.5%38.0%25.0%18-2930-4445-6060Filter:People with accounts on Twitter and ThreadsTwitter and Threads users between 45 and 60 are the only group more likely to say they prefer Twitter over Threads.THANK YOUWe Are Influencer Marketing.|IZEA.COM