Once considered by some to be a passing fad with a short shelf life, Twitter is now not only part of the social media establishment, but the leader of all other social media platforms in terms of growth, according to a recent report released by Global Web Index.
At a time when overall internet usage seems to be stabilizing, Twitter continues to experience phenomenal growth, both in the US and globally. The GWI study, which mostly compared Twitter activity between the first and second halves of 2012, also included this staggering statistic:
The number of active Twitter users has grown an astounding 714 percent since July 2009.
So much for a passing fad!
Twitter By the Numbers
Here are some of the GWI’s most recent findings:
- The total number of active Twitter accounts grew 40 percent worldwide during the last six months of 2012 alone, while Facebook and Google+ grew about 35 and 25 percent, respectively.
- More than one-third (36 percent) of the global internet population has a Twitter account.
- Nearly 60 percent of all Twitter account holders Tweeted monthly by the end of 2012, up from 50 percent at the end of the second quarter.
Changing Content of Tweets
OK, so maybe in its early and adolescent days, people frequently used Twitter to share inconsequential updates like what we had for lunch, etc. But, like the platform itself, the content of Tweets has evolved and matured. In fact, this study found that comments about daily activities or regarding a friend’s post showed the lowest percentage of growth last year. Instead, users are tapping Twitter more and more to organize events, get recommendations on products, entertainment and brands, provide feedback (both positive and negative) on companies, products and services and share links to photos, videos and articles.
Today, organizations better understand how to plug into the power of Twitter. More companies, groups and causes now integrate social media platforms into their marketing strategies. They’ve developed innovative (and effective!) ways to engage their followers, offer customer service, complete market research, use hashtags to nurture a sense of community, etc. As a result, Twitter use has changed dramatically from just a few years ago.
Changing Twitter Demographics Read the rest of this entry »