Has the average Twitter user changed?

Twitter training courses

Statistics published by Beevolve suggest that the average Twitter user has changed in profile - albeit slightly.

Using a huge sample data set of 36 million users, the survey reveals some interesting points.  One thing that doesn't seem to have changed a great deal is the 53% of users that are females - because in 2011 this stood at 54%.

Of those 53% of users, Beevolve claim females are also more active in tweeting, with an average number of posts per user of 610 compared to 567 from their male counterparts. 

So, the average woman is posting 7.5% more content on Twitter than the average man.

Whether the 3% more females means a great deal when it comes to marketing demographics is entirely different, but there are some additional pieces of information to take note of.

Twitter training courses

Dormant accounts

The first is well known - a quarter of Twitters total accounts are unused.  That's 125,000,000 dormant accounts.  Still, there are 375,000,000 active and we still have reservations about the number of fake accounts on Facebook so it's a headline figure that isn't one to be too worried about for now.

 

Colour preferences

Some of the results might seem superficial, but they may be useful pointers for marketing personnel.  The dominant colour preference on female account backgrounds is purple, apparently. 

With men, it's a steel grey colour.  If your creative marketing people can factor that in when posting content somehow, then maybe you'll be on to something!

 

Age disclosure

Of particular interest though is the fact that only 1 in 200 Twitter accounts reveal their age, and those that do are much more likely to belong to the younger generations (seemingly less worried about saying their age).

This is a change, age disclosure appears to be of increasing concern in our opinion although it has always been somewhat difficult to understand fully.  The majority of accounts can be 'age bracketed' very quickly by virtue of their sheer content, though we accept that at data mining level (i.e. if Twitter can't reveal your age to advertisers because you've not given them it) it prevents targeted advertising

 

United Kingdom users

Beevolve found that the USA user base accounted for 51% of all Twitter accounts, but it's the United Kingdom's ever increasing Twitter addiction that sees them take second place - accounting for a collosal 17% of all Twitter accounts.

If you think about relative populations it demonstrates just how ingrained in British culture Twitter has now become.  Its penetration is remarkable and continues to grow.

 

Apple dominates mobile access

When comparing mobile access, Beevolve say that almost 70% came via Apple iOS devices (iPhones and iPads) with 30% from Android. 

 

Twitter remains King of apps

Use of Twitter's own apps for accessing the platform is equally dominant, at 77% with the balance being third-party developed.

 

Web browser tweeting remains popular

One thing we did find interesting though was that Beevolve say 32% of all accounts still use their web browser for tweeting.  Mobile access is rising on all social media platforms, but Twitter has revamped it's web platform over recent months with a number of improvements and there is no doubt it is much easier and feature rich than ever before.

 

Tweeting

As for posting volume, they say the average Twitter user has tweeted 794 times over a 3 year account term.

 

Summary

The popularity of Twitter in the UK shouldn't surprise anyone.  It remains a platform of immense potential for connecting with a UK audience and we don't see this changing for a long time yet.

The female bias has always been there but we often dismiss this on the grounds that it is only natural that over a period of time the gap will close.  Nonetheless - it exists.

Age disclosure is of much more interest.  The age group of 15-25 are much more likely to reveal their age and that amount of data 'accuracy' could be of huge importance to marketeers, particularly if they're using Twitters paid-for advertising platform.

There isn't a great deal that wasn't already known, though we like Beevolve surveys because they're always credible in data set and there's always something unusual in the results (the colour preference is one of the best we've seen!).

There may be something for you to focus on when thinking of content in the future though, especially if your dominant brand colour is purple - you'll be delighted!

 

 



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