X (Twitter) Statistics in 2024 for Social Media Managers to Know

X (formerly known as Twitter) is one of the top social media platforms, with over half a million monthly active users. Despite recent uncertainty, its extensive user base still makes it a crucial tool for brands aiming to reach their target audience. Below, we discuss key X (Twitter) statistics that social media managers should know in 2024. We examine everything from user demographics to usage patterns, and advertising trends to video content. With these X (Twitter) statistics, you can adapt your brand’s social media marketing strategy to reach its full potential audience.

Key Twitter Statistics 2024

1. As of 2023, 30% of US adults haven’t seen or heard about Twitter changing its name to X.
2. X (Twitter) has 619 million monthly active users, making it the 12th most popular social media or messaging platform.
3. X (Twitter) has seen a 30% decrease in US users age 12+ between 2023 and 2024.
4. According to X (Twitter), the platform sees 1.7 million new sign ups every day. 

Twitter Demographic Statistics 

5. The US makes up the majority of X (Twitter) users with 105.42 million users. Second is Japan with 73.4 million users. 
6. X (Twitter) users are 36.9% female and 63.1% male. 
7. 42% of US adults ages 18 to 29 use Twitter. 
8. Only 0.1% of X (Twitter) users are unique to the platform. 
9. Dog lovers outnumber cat lovers on X (Twitter) by nearly 600%. 

Twitter Usage Statistics

10. 10% of all X (Twitter) users create 92% of all tweets originating from the US. 
11. X (Twitter) has 640,000 premium subscribers as of April 2023.
12. 75% of all Tweets from US X (Twitter) users are either retweets or replies. If we include quotes, only 15% of X (Twitter) posts are original.
13. Only 3.4% of active social media users say that X (Twitter) is their favorite platform. 
14. Twitter users spend nearly 5 and a half hours per month on the platform. 
15. 61.2% of active X (Twitter) users say they use the platform to keep up to date on current news and events. 
16. However, only 12% of American X (Twitter) users say they get their news from the platform. 
17. 4 out of every 5 X (Twitter) user sessions include watching at least one video. 
18. Video views on X (Twitter) are increasing 35% year over year. 
19. X (Twitter) users spend an average of 30.9 minutes on the platform each day.
20. In total, X (Twitter) users spend over 8 billion minutes on the platform each day.  
21. Over half of all US X (Twitter) users (52%) say they use the platform daily. 
22. Sports, gaming, music, and food were the most-talked about topics on X (Twitter) in 2023.
23. The average half-life for a post on X (Twitter) is 43 minutes. 
24. X (Twitter) has an account post limit of up to 2,400 per day. 
25. Over 80% of X (Twitter) users access the platform on mobile. 
26. 33% of posts sent by US adults on X (Twitter) are political in nature. 
27. Between 2022 and 2023, 69% of female X (Twitter) users have taken a break from the platform, compared to 54% of male X (Twitter) users.
28. According to Elon Musk, X (Twitter) sees 259.4 million daily active users on the platform. 
29. X (Twitter) users are 36% more likely to be early adopters

Twitter Advertising & Marketing Statistics

30. 75% of Twitter’s total revenue came from advertising in 2023.
31. Ad spend on X (Twitter) is projected to account for just 1.6% of all US social media ad spending in 2024.
32. Exposure to X ads on the platform results in an average incremental lift of 153% in post conversation.
33. X (Twitter) generates a 40% higher ROI compared to other platforms.
34. Monetizable monthly active users on X (Twitter) number 528.3 million. 
35. 79% of customers follow brands on X (Twitter) to get the most up-to-date information. 
36. Just over half (52.2%) of Twitter’s ad spending came from media and retail in 2023.  
37. 37.9% of X (Twitter) users say they use the app to research brands or products. 
38. 66% of brands use X (Twitter), putting it in 4th behind Facebook, Instagram, and LinkedIn.
39. X (Twitter) users are twice as likely to have made an in-app purchase. 
40. Only 30% of brands think X (Twitter) drives value. 
41. X (Twitter) saw a 22% increase in ad engagement between 2023 and 2024.
42. 93% of X (Twitter) users are open to brands engaging in conversation on the platform, with the most significant opportunity in providing help and support. 
43. X (Twitter) users are 38% more likely to have downloaded an app directly from an online ad. 
44. Adding 1-2 hashtags to an X (Twitter) post can improve engagement by 21%. 
45. Brands that introduce their new products to X (Twitter) have a 2.3x greater chance of meeting their KPIs. 
46. However, more than 2 hashtags can decrease engagement on an X (Twitter) post by 17%. 
47. X (Twitter) users watch 2 billion videos on the platform each day. 
48. X (Twitter) users are 7x more likely to engage with a vertical ad compared to the same ad on their Home Timeline. 
49. Video ads have a 30% higher brand recall when they include a clearly placed logo. 
50. 97% of X (Twitter) users focus on visuals when it comes to advertising.

Gretchen Oestreicher , 19 April 2024