In today’s digital age, social media is a powerful tool for networking and communication. Among the various platforms available, Twitter is one of the most popular used by a range of people from politicians to celebrities. In Canada, Twitter has also gained popularity as a go-to platform for news, opinions, and connecting with like-minded Twitter users.
In this article, we take a closer look at some of the latest statistics on Twitter in Canada, including how many Canadians are using Twitter, what are popular Twitter topics in Canada, and how the platform is used by organizations and businesses. For a wider perspective, we have also included key information on global Twitter statistics.
Twitter Statistics for Canadians
- There are nearly 8 million Twitter users in Canada.
- Canadians with a postgraduate degree and household income of over 100,000 CAD are the most likely to have a Twitter account in Canada.
- Based on the number of active monthly users, Twitter is the fourth most popular social media platform in Canada.
- Twitter’s share of social media website visits in Canada is close to 14%.
- Twitter is approaching 400 million users worldwide.
- Elon Musk bought Twitter for $44 billion in 2022.
- Almost 40% of global Twitter users are aged between 25 and 34.
- Twitter is the fifteenth most popular social media platform in the world.
- 82% of high-volume Twitter users access the platform for entertainment.
- Only 0.2% of Twitter users only have a Twitter account.
- Over half of Twitter posts are written by Generation Z Tweeters.
- Twitter advertising can reach 8.8% of global internet users.
What is Twitter?
Twitter is a social media platform that was launched in 2006. It is based on sharing short messages called tweets. Unlike many other platforms where the focus is on pictures and videos, Twitter has remained a platform focusing more on the written form. Tweets can contain a maximum of 280 characters and as well as text, they can include photos, videos, and links to external websites.
Twitter is popular because of its real-time updates and has become a source for breaking news, sports updates, and entertainment. Users can follow others to see their tweets in their timelines. They can also use hashtags to join in conversations on specific topics. The platform has become an important tool for organizations, businesses, and public figures to engage with their audiences and promote their message or brand.
Twitter in Canada
In 2012, there were 3.3 Twitter users in Canada. By 2019, the number had risen to 7.6 million according to Statista. However, since then, the numbers have stalled with the user numbers remaining the same from 2019 to 2021. The social media platform currently has approximately 7.9 million users in Canada.
Around 40% of online adults in Canada have a Twitter account and 29% of Canadians with multiple social media accounts say they use Twitter more often than other social media networks. 36.8% of Canadians visit Twitter every month.
Twitter User Demographics in Canada
Canadians who have a household income over $100,000 per year are the most likely to use Twitter in Canada and the platform is most popular among those with a post-graduate degree. 98% of Canadian Twitter users are either employed or self-employed with both employment forms represented by 49%. Twitter is slightly more popular among Canadian men than women with men representing 52% of Twitter users in Canada.
The Twitter adoption rate in Canada is highest among people under 25, with 65% of this age group using the platform. 54% of Canadians aged 25 to 34 have a Twitter, while only 27% of those aged 55 or over use the platform.
Twitter is the Fourth Most Popular Social Media Platform in Canada
Based on the number of active monthly users, Twitter is the fourth most popular social media platform in Canada. The top three spots are held by Facebook, Instagram, and TikTok. It is more popular in Canada than Pinterest, Snapchat, or LinkedIn.
Twitter Gets 13.78% Share of Social Media Visits
According to Statista, Twitter’s share of visits to social media websites in Canada is 13.78%. This places it third in Canada behind Facebook and Pinterest. Facebook’s share of visits to social media websites is 55.71% and Pinterest’s is 14.45%. Twitter is ahead of Instagram (11.14%), Reddit (2.06%), and YouTube (1.75%).
Almost Half of Canadian Twitter Users Visit the Platform Daily
45% of Canadian Twitter users visit the social media platform every day. This places it sixth among the social media networks when comparing the numbers of daily users. It is behind Facebook, Instagram, Snapchat, Reddit, and YouTube. However, it is ahead of Tumblr, Pinterest, and LinkedIn.
According to Statista, 29% of Twitter users in Canada access the platform several times a day, while 25% access it once a day. 19% access it several times a week, and 13% access it once a week.
Canadian Twitter Users Mainly Engage With Brands by Following Them
39% of Canadian Twitter users engage with brands on the platform by following them. 29% will retweet brand content and 26% will respond to tweets posted by brands. Twitter users in Canada are also more likely to purchase from a brand they follow on Twitter than from a brand they don’t follow.
Global Twitter Statistics
Globally, Twitter has approximately 396.5 million users. This accounts for 8.85% of global social media users with Twitter accounts. While this is far behind the market leader Facebook, which has a 59% share of global social media users, Twitter has its own fans, including Elon Musk who now owns the platform.
Twitter Was Bought by Elon Musk in 2022
Elon Musk offered to buy Twitter outright in 2022 having previously acquired shares in the social media platform. His offer, which was $44 billion, worked out as $54.20 per share, meaning existing investors would receive 38% more per share than they would on the open market. After some initial hesitation, the board agreed to accept the buyout offer.
Musk, who is a regular Twitter poster with over 111 million followers, has been critical of Twitter’s revenue generation, content moderation, and many of the platform’s policies. When Musk bought the platform, he said he would eliminate spam accounts, increase revenue, and enable more diverse discussions on the platform.
Canada Ranks 14th in Global User Numbers
Canada, with its 7.9 million users, has the 14th highest Twitter user count in the world. The United States has the most Twitter users with 76.9 million Americans having a Twitter account. Japan comes next with 58.95 million users and India completes the top three with 23.6 million users.
Global Twitter User Demographics
Worldwide, Twitter is most popular among people who are aged between 25 and 34, with 38.5% of global users belonging to this age group. The smallest user group is 13 to 17-year-olds, with only a 6.6% presentation. The number of teens using Twitter has been decreasing since 2014, probably in favour of Instagram, Snapchat, and TikTok, which are more popular among younger users.
Globally, Twitter has more male than female users. 56.4% of the users identify as male, while 43.6% identify as female.
Twitter is the 15th Most Popular Social Media Network
Based on the active number of users, Twitter ranks fifteenth in the world only leaving behind Reddit and Quora. Its user numbers are far lower than those of the dominant social media and video-sharing platforms and messaging apps, which include Facebook, YouTube, and WhatsApp.
A Tenth of Twitter Users Are Responsible for Over 90% of All Tweets
Most Twitter users do not actively post on the platform. On average, most users will tweet once a month, which means that most people with a Twitter account access the platform to read other people’s tweets rather than create their own. 92% of Twitter posts are actually written by just 10% of the users.
Over 80% of Twitter Users Access the Platform for Entertainment
High-volume Twitter users, that is people who Tweet twenty times or more per month, access the social media platform for entertainment. 82% of these frequent Tweeters say they use the platform for entertainment. 78% said they access it to keep up to date and 77% use Twitter to express their opinions. In comparison, only 29% of low-volume Tweeters, people who post less than twenty times per month, access the platform to share their opinions.
Twitter is the Most Popular Social Media Site for News
Twitter is social media users’ favourite platform for news. 55% of social media users say they get news from Twitter regularly. The second most popular social media site for news is Facebook followed by Reddit, YouTube, and TikTok.
Most Twitter Users Are on Multiple Social Media Platforms
Only 0.2% if Twitter users do not have other social media accounts. The main overlap is with Instagram, with 87.6% of Twitter account holders also having an Instagram account. 83.7% of Tweeters also have a Facebook account and 80.1 have a YouTube account. The smallest overlap is with Reddit at 21.8%.
Twitter Receives Over Seven Billion Visits Per Month
The social media platform is visited around 7.1 billion times every month and each day, Twitter users post at least 500 million tweets. Just over half, at 52% of all tweets are posted by Generation Z Twitter users.
Twitter Advertising Audience
Twitter’s advertising reach is 8.8% of all global internet users. Since there are 4.95 billion internet users in the world, adverts on Twitter have the potential to reach 435.6 million people. The potential reach of the total population of Twitter advertising is 5.5%. The advertising audience on Twitter is 56.4% male and 43.6% female. There are only two gender options available.
In 2020, Twitter generated over $3.2 million in advertising revenue, which is a small fraction of, for example, Facebook’s advertising revenue in the same year which was 69.7 billion. Also in 2020, Twitter spent $887.66 million on sales and marketing.
Over 80% of Content Marketers Are Using Twitter
While advertising spending on Twitter is minimal compared to many other platforms, according to Twitter, their audience spends 26% longer viewing adverts on the platform compared to any other social media network. Twitter also has seen a 35% increase in global advertising engagement year-on-year.
Many companies are using Twitter to promote their services and goods and connect with their target audience. 82% of business-to-business companies are on Twitter to share their latest offerings.
79% of Twitter users also use the platform to follow brands they like. These Twitter users look for entertaining and informative content from the brands they like. Brands thst use Twitter are also likely to see more interaction with their posts than brands on many other platforms.
While Twitter may not have the audience numbers of advertising revenue of some of its rival social media platforms, it has established a firm presence in the social media sector. Its user numbers have stalled in Canada, but it is still the fourth most popular social media network in the country.
In 2022, Twitter was bought by Elon Musk, who has said he will increase the revenue of the social media platform and eliminate spam accounts. How the purchase will eventually impact the global user numbers and revenue of Twitter remains to be seen.
Frequently Asked Questions
What is Twitter?
Twitter is a social media platform that allows users to share short messages, known as tweets, with their followers. These messages can include text, images, videos, links, and more.
Is Twitter free to use?
Yes, Twitter is free to use for anyone with an internet connection. However, some features may require payment or a premium subscription.
Can I use Twitter for business purposes?
Yes, many businesses use Twitter as a marketing and communication tool to reach their target audience, engage with customers, and build brand awareness.