With over 500 million tweets sent per day, Twitter can seem like a dizzying hive of activity.
But looking at the numbers more closely might tell a different story.
Twitter doesn’t like to release too many numbers, but during the weeks leading up to its IPO we got to sneak a peek behind the curtain.
What’s more, new numbers from third-party data analysis company PeerReach show that Twitter’s 218 million might not actually be as large as it seems.
PeerReach did some data mining during the month of October, and discovered that Twitter had grown by 14 million users, up to 232 million. That’s great, but those 232 million users are monthly active users: meaning that 232 million people are logging in to Twitter at least once a month. PeerReach looked deeper, and found that just 117 million users log in and tweet at least once a month.
Put another way, only about half of the people who log in to Twitter once a month are actually taking the time to tweet. The others, presumably, are either simply reading tweets, or logging out without doing anything at all.
Other numbers from PeerReach show that Twitter has almost reached the 1 billion total registered accounts milestone, with 904 million as of October. Considering that only about 25 percent of these accounts are logging in at least once a month (and just 13 percent are tweeting), it seems that Twitter has an engagement and retention problem on its hands.