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Does Twitter have an engagement downside?
A brand new research from Pew Analysis Middle finds 49% of US adults on Twitter qualify as “lurkers.”
Pew Analysis Middle defines lurkers as rare tweeters who’ve posted lower than 5 tweets monthly since they first opened their account.
Furthermore, when lurkers do tweet, they’re extra more likely to reply to another person’s tweets quite than submit their very own.
This knowledge was analyzed as a part of a companion research to 1 revealed by Pew Analysis Middle in November, which discovered a overwhelming majority of tweets are revealed by a minority of extremely energetic customers.
In distinction, Twitter’s most rare customers symbolize a majority of its US grownup consumer base.
This paints an image of Twitter being a website stuffed with content material revealed by a small proportion of customers, which will get consumed by a big proportion of customers who aren’t including to the dialog.
Let’s dig into the info to be taught extra about Twitter lurkers. Listed here are the highlights from the research.
Most Twitter Lurkers Are Ages 30 to 49
Twitter lurkers are primarily older US adults, the research finds.
Amongst rare tweeters, 59% of customers are between 30 and 49, an age group consisting of elder Millennials and Gen X.
Gen Z and youthful Millennials usually tend to be energetic on Twitter, as solely 14% of customers between 18 and 29 are thought of lurkers.
In distinction, the 18 to 29 age group contains a majority of Twitter’s most frequent tweeters.
See the chart beneath for a comparability of frequent tweeters and rare tweeters, damaged down by age.
Screenshot from: pewresearch.org/fact-tank, March 2022.Pew Analysis Middle notes lurkers aren’t considerably totally different from extra energetic tweeters in terms of components akin to gender, social gathering affiliation, instructional attainment or race.
Lurkers Go to Twitter Much less Steadily
Lurkers go to Twitter much less continuously than extra energetic tweeters – 21% say they go to the positioning day by day, in contrast with 55% of extra energetic tweeters.
Additional, 38% of rare tweeters say they go to weekly or day by day, whereas 41% say they go to just a few instances a month or much less.
Twitter Lurkers Are Extra Receptive To Different Factors Of View
Lurkers are extra eager about discovering different factors of view quite than sharing their very own.
The research notes:
“When requested whether or not they use the positioning to precise their very own opinions or to see what others are saying, 76% of lurkers say they use the platform primarily to see what others are saying. Solely 6% use the platform primarily to precise their very own opinions.”
Amongst rare tweeters, 13% say discovering different factors of view is their essential motive for visiting the positioning, in contrast with 5% of extra energetic tweeters.
The first causes lurkers use Twitter are leisure and data.
Lurkers Publish Extra Replies Than Authentic Tweets
Replies makes up 51% of lurkers’ tweets, in comparison with 30% of extra energetic tweeters.
Curiously, retweets from lurkers make up a smaller proportion of posts in comparison with retweets from extra energetic customers.
Screenshot from: pewresearch.org/fact-tank, March 2022.For extra insights on Twitter lurkers, see the full research.
Featured Picture: Nikita Burdenkov/Shutterstock
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