Pew Analysis has shared some new insights into Twitter engagement pre and publish Elon Musk’s takeover on the app, which reveals that extra customers are taking breaks from tweeting, and that round 1 / 4 of energetic Twitter customers don’t anticipate to be utilizing the app in any respect in 12 months time.

First off, on utilization shifts – in line with the Pew examine, 60% of US Twitter customers have taken a break from the app within the final 12 months, whereas most of the most energetic tweeters have lowered their in-app exercise following Musk’s acquisition of the app.

As you’ll be able to see on this chart, feminine and Black Twitter customers are the almost certainly to have taken a break from the app over the previous 12 months, whereas Democrat voters are additionally extra prone to have lessened their Twitter utilization.

Lots of Twitter’s most distinguished customers have additionally re-thought their Twitter habit – as per Pew:

“Essentially the most energetic customers earlier than Musk’s acquisition – outlined as the highest 20% by tweet quantity – have seen a noticeable posting decline within the months after. These customers’ common variety of tweets monthly declined by round 25% following the acquisition. Regardless of this, eight-in-ten of probably the most energetic grownup Twitter customers between Jan. 1 and April 14, 2022, have remained among the many most energetic customers within the months after Musk formally acquired the positioning in October 2022.”

So most Twitter customers are nonetheless tweeting, however there was a marked decline in utilization amongst numerous person teams.

Which additionally leads up to now:

“The survey additionally requested present and up to date Twitter customers how doubtless they’re to make use of the platform a 12 months from now. A plurality (40%) say they’re extraordinarily or very doubtless to make use of the positioning in a 12 months, and 35% say they’re considerably doubtless to make use of it. However 1 / 4 say they don’t seem to be very or by no means prone to be on Twitter a 12 months from now.”

Whether or not that implies that individuals anticipate an alternative choice to come up, or they only don’t see themselves staying energetic, it’s not a fantastic signal for Twitter’s progress plans, and its potential to reignite advertiser curiosity and exercise.

However it’s early days, and with a new Twitter CEO coming in, issues might change considerably, particularly if Twitter can develop into a greater video platform, as is seemingly the plan.

Pew’s information additionally reveals that the overwhelming majority of tweets nonetheless come from solely a small proportion of Twitter customers.

“A minority of grownup Twitter customers within the US proceed to provide the majority of the content material. Since Musk’s acquisition, 20% of U.S. adults on the positioning have produced 98% of all tweets by this group.”

Twitter itself has mentioned that 80% of Twitter customers view the app in ‘learn solely’ mode, and by no means truly tweet, or interact with tweets in any approach. Which is a key flaw in Musk’s Twitter Blue enlargement plan, with many of the Blue incentives tied to tweet performance or amplification – which most customers don’t truly care about, or have any use for. That’s one of many explanation why take-up of Blue stays at lower than 1% of Twitter’s complete viewers.

Additionally, this one ought to make Elon blissful:

“On common, grownup Twitter customers within the US talked about Musk in a tweet simply as soon as between January 1st and April thirteenth, 2022, earlier than he introduced his intention to amass the platform. Since then, nevertheless, references to Musk have develop into rather more widespread on the positioning. These customers tweeted about him a mean of 3 times between April 14th and October twenty sixth, 2022 – whereas Musk was within the technique of buying the platform – and a mean of six occasions within the months after the sale was finalized.”

Elon actually appears to love being the focal point, and possibly, this was the principle purpose of his Twitter buy all alongside, to develop into a extra central character in fashionable popular culture, by getting extra individuals to see and interact together with his missives.

I imply, he did additionally attempt to make each Twitter person see his tweets.

These are some attention-grabbing notes on the most recent Twitter utilization traits, and the way customers view the adjustments carried out by Elon in his first six months in cost on the app. Although most of that early focus has been on cost-cutting, not on exterior growth – and it’ll be attention-grabbing to see if this sentiment adjustments as soon as Twitter will get on a correct progress observe, and rebuilding the app in Musk’s desired picture.

You may learn the most recent Pew Analysis Twitter utilization insights right here and right here.