The 7-year old microblogging platform Twitter will be listed today for an initial price of $26 and investors worldwide have to decide whether to invest or not. Almost 1 million new users register daily, but the number of active Twitter users is not growing as it used to. In this article we will explain why, and in which areas new growth can be realized.
Twitter has caused a revolution in mass communication. Top politicians and famous artists don’t have to contact journalists to broadcast their message, they can just post a tweet. Also for the average person it’s much easier to spread important messages. When an airplane landed on the Hudson river, a photograph was spread worldwide within minutes. In the Arab spring revolution, Twitter and Facebook had an important role to amplify the voice of the people. Twitter also plays an important role as a conversation platform in congresses and for television programs.
Twitter is the only big Social Media Platform that allows 3rd parties to use the Twitter Platform. This allows other companies to create services useful for tweeps and help the Twitter ecosystem.
PeerReach is such a company in the Twitter ecosystem. It identifies influential accounts and relevant content, and therefore it constructed a database of 130 million active twitter accounts. Based on our database we can determine the way that Twitter is used. Twitter does not provide very detailed information about its usage.
|Monthly active users*||218M||232M||0|
|Monthly active users USA*||53M|
|Monthly active tweeting users||114M||117M||3M|
|Daily active tweeting users||42M||45M||2M|
It’s important to note that we use Monthly Active tweeting Users, and Twitter uses Monthly Active Users as a metric. About 40% of the Monthly Active Users actually don’t tweet, but only login to the platform.
Below we see how Twitter grew in time. In 2009 the rapid growth of Twitter started and it passed the milestone of 100 million registered users. In April 2009, Ashton Kutcher was the first to reach one million followers. Now there are more than 1600 of such accounts.
Although Twitter generated revenues of USD 422M in the first three quarters, it’s still having a net loss of 133M. Here are our 4 suggestions how Twitter should continue to grow.
1. Generate revenues from non-US users
Twitter had revenues of 121 million in the second quarter, of which 75% are generated in the USA. However, only a quarter from the Twitter population actually comes from the USA, and Twitter should generate more return on its user base in Japan, the United Kingdom or Brazil. 1000 timeline views in the US generate $2.58 in revenues, whereas 1000 international timeline views generate only $0.36 in advertising income.
The huge difference in Twitter usage per country is clear if we calculate the Twitter penetration per country. The penetration is defined as the number of monthly active tweeting users relative to the total amount of internet users in that country.
The picture displays the 23 countries with more than 800.000 active tweeting users. Of these countries, there are 14 with more than 5% active Twitter users. The Top five countries are non English speaking countries, with Saudi Arabia even having over 32% active twitter users.
Saudi Arabia and Indonesia are two countries known for the fact that most internet users don’t have a PC, but access the internet through mobile.
2. Identify growth countries and groups
Our graph with Twitter penetration numbers clearly shows a number of green fields for Twitter. In big countries like Nigeria, Germany and India Twitter usage is still low. China is not listed because Twitter is banned from China and therefore the Chinese microblogging platform Weibo has no competition. According to the SEC filing, Twitter has considerable competion in some local markets, such as Kakao in South Korea and Line Japan.
Using the PeerReach algorithm and turk, we determined the Gender distribution per country. Globally, 49% of Twitter users is male.
3. Target the young and users on mobile.
Twitter users are young, on average 24 years. The average male is 26 years old, the average female 22 years old. Teenagers dominate Twitter. Only 20% of the tweeps are older than 30.
In the graph below we find that the average is quite different from country to country. Asian countries have the lowest age on average. English speaking countries have older Twitter users.
In most graphs we don’t show the statistical error, but here we displayed the error bounds on the average age (1 st.dev).
The driving factor for the average age is the percentage of teens among the total active Twitter population. This is very different from country to country. In 5 Asian countries the teen percentage is above 60%.
4. Improve retention for new accounts
Of the 45 million people that tweeted on October 25th (the day we did our count) the big majority were already on Twitter on July 25th. Twitter has a stable group of active users.
However, low retention for new users is the weak spot for Twitter. Of the 90M accounts that registered in the last 3 months, only 3M turned into daily active tweeting users.
For the accounts that registered in July, we counted the number of tweets until 25 October. 56% of these accounts haven’t placed a single tweet. Only 8% tweeted more than 50 times.
For new users the Twitter experience is very overwhelming. Search results are chaotic, discovery is difficult, and the trends, invented by Twitter themselves, haven’t been improved since many years.
If Twitter can improve retention of new users, it should be able to get past 500M world wide active users and the stock price will sky rocket.
Twitter booming in Saudi Arabia:
Also don’t forget to check out their full PeerReach profile:
Without publicity there wouldn’t be professional cycling and therefore every top cyclist has his own twitter account. During the most important cycling race of the year they inform their fan base about their whereabouts and share inside pictures that you would never see on any television network.
Since April, rumors about a possible transfer of Real Madrid’s Gonzalo Higuain have been spreading throughout the world of football. The popular Argentinian striker initially was linked to Juventus, but after the Italians aligned Carlos Tevez, Arsenal coach Arsène Wenger spoke openly about his interest in the player.
As promised, the second in a series of short posts highlighting some of our PeerGroups. The second one is Down Under’s Fashion list. Below you’ll find the top 5, check out the full list here.
This is a first in a series of short posts highlighting some of our PeerGroups. The first one is UK’s Fashion list. Below you’ll find the top 5, check out the full list here.
Twitter recently increased the number of lists you can create from 20 to 1,000; but creating useful lists by hand can be a time consuming job. That’s why we want to highlight another cool feature of PeerReach: adding our PeerGroup lists to your Twitter account so you can join the conversation with the peers from your interest area. Be it sports, science, fashion or one of our other lists.
Here is short tutorial on how to add one of our lists to twitter.
First find the list of your choice and make sure you’re signed in with PeerReach. You’ll see a “Create this list on Twitter” button on the right side. This will add the top 100 users to a new list within your Twitter account. This process can take up to a minute.
Here’s an example on our music list:
After the list is created you can use the “view list” button to see the list’s timeline or find the list on your Twitter profile or within your favourite Twitter client.
We’ve just released a Chrome plugin that will add PeerReach ranks to your Twitter timeline. Get it from the Chrome Web Store while it’s hot!
The 2103 The Next Web conference was super-exciting for PeerReach!
First of all we were selected to be in the finals of the startup rally – at which we are able to present to a group of several hundred web geeks just exactly what we are currently working on at PeerReach and what’s on our current roadmap.
Below you’ll find the entire presentation which contains a detailed overview of our plans for the next few months.
Since celebrities discovered Twitter, many fake and parody accounts were created. When baseball manager Tony La Russa threatened to sue Twitter over one of these fake accounts, they decided to verify some accounts with the well known tick mark. The first verifications in 2009 were only for celebrity accounts, but when Twitter discovered that the verified status was very wanted, they made the verification also available for their commercial partners.
Produced in association with Starcom Amsterdam