We’re beginning to get a clearer image of how Elon Musk’s takeover of Twitter has modified the platform. In response to from Pew Analysis, a “majority” of US Twitter customers have “taken a break” from the platform over the past 12 months, and most of the website’s “most energetic” customers are tweeting much less usually than they used to.
“Six-in-ten People who’ve used Twitter previously 12 months say they’ve taken a break from the platform for a interval of a number of weeks or extra throughout that span,” Pew writes in a report primarily based on a survey of 10,701 Twitter customers. In a , Pew additionally studied the “precise conduct” of 1,002 of Twitter’s “most energetic” customers and located “a noticeable posting decline within the months after” Musk’s acquisition. “These customers’ common variety of tweets per 30 days declined by round 25% following the acquisition,” Pew famous.
Collectively, these stats counsel that engagement on Twitter has declined since Musk’s takeover, a minimum of amongst previously energetic customers. That’s notably notable as a result of, as Pew notes, the overwhelming majority of Twitter customers , not posters. Twenty % of Twitter customers ship 98 % of all tweets.
On the similar time, it appears a lot of Twitter’s most energetic customers haven’t given up on the platform solely. In response to Pew, solely 25 % of “extremely energetic” customers mentioned they’re “not very or in no way more likely to be on Twitter a 12 months from now.”
Pew didn’t ballot Twitter customers on the explanations for his or her pullback from Twitter, or if Musk’s actions had been straight answerable for the shift. It additionally doesn’t have in mind what number of new customers might have joined Twitter within the final 12 months. However the brand new numbers provide new perception into the rising ranks of who could also be spending extra time on various platforms like and since Musk’s takeover,
Unsurprisingly, Pew additionally discovered that Musk himself has turn out to be much more of a principal character on Twitter over the past 12 months. “On common, grownup Twitter customers within the U.S. talked about Musk in a tweet simply as soon as between Jan. 1 and April 13, 2022, earlier than he introduced his intention to amass the platform,” the report says. “Since then, nevertheless, references to Musk have turn out to be way more widespread on the location. These customers tweeted about him a median of 3 times between April 14 and Oct. 26, 2022 – whereas Musk was within the means of buying the platform – and a median of six occasions within the months after the sale was finalized.”
The studies come as Musk has named a brand new CEO in former NBCU govt . Yaccarino, who’s slated to start out within the coming weeks, is predicted to attract on her advert business expertise to attempt to advertisers, a lot of whom following controversial coverage modifications by Musk. Whether or not she’ll be capable of win again the a lot sought-after “extremely energetic tweeters,” although, is unclear. With Musk remaining as CTO and govt chairman, he’s more likely to proceed to be Twitter’s most influential — and controversial — consumer for the foreseeable future.