Dan Ness, Principal Analyst, MetaFacts, August 20, 2023
Summary
X, formerly Twitter, experienced a decline in its U.S. user base, dropping to an 18% share by August 2023. Conversely, Meta’s user engagement broadened from 73% to 77% between 2021 and 2023, with their new offering, Instagram Threads, securing 11% of users. While most platforms, including Reddit and LinkedIn, maintained their rankings with minor growth, user loyalty metrics highlighted Facebook and Instagram’s consistent user retention. In demographic insights, LinkedIn and Nextdoor attract highly educated users, while generational data indicates Gen Z favors Twitch and Discord. These user behavior trends are crucial for technology marketers crafting targeted strategies. This TUPdate reports on the percentage of online Americans who have visited each of the major social networking sites in 2021 through 2023 and profiles each site’s users by key demographics.
Americans move on from X/Twitter
X (formerly known as Twitter) was already losing active American users before being taken over. 15.4 million American users responded by changing the channel and turning their attention elsewhere. Before the acquisition, 25% of online American adults had visited Twitter in the prior 30 days as of August 2022. This ranked X/Twitter 4th after Facebook, Instagram, and TikTok. Following the acquisition, our TUP 2023 survey (fielded in August 2023) found active usage of X/Twitter had plunged to 18% of online Americans, dropping it behind Pinterest and LinkedIn for 6th place and matching Reddit’s share.
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