Get All Access for $5/mo

81 Percent Of U.S. Adults Do Not Regularly Use Twitter For businesses with limited budgets, knowing your audience is critical.

By Gene Marks

Opinions expressed by Entrepreneur contributors are their own.

NurPhoto | Getty Images

We always hear a lot in the news about "reactions on Twitter." You know what I mean. There are "firestorms" and "explosions" that happen when a celebrity or a politician tweets something controversial. What does the "Twittersphere" think? What are the real people tweeting about? The media loves this stuff. They quote this stuff. They use Twitter as a source of what America is thinking.

Except it's really not a very representative source at all. Just look at the numbers.

According to a Pew Research study conducted in 2018, only 22 percent of U.S. adults are active on Twitter. Actually, the number is likely even less than that. The 2010 U.S. Census says that there were about 308 million total people in this country. Of this, 235 million were adults over 18, a 10 percent increase from 2000, which was the date of the last census. Assuming the 2020 Census has similar growth, we would be looking at approximately 258 million adult Americans. Twitter says that there are currently about 48 million active users in the U.S., and those likely include a large number bots and other fake accounts. But putting that aside and assuming all these accounts are legit, this still means that the actual number of American adults regularly on the site totales less than 19 percent. Which means that 81 percent of Americans do not use Twitter actively.

Relared: Why Did Elon Musk Publicly Smoke Weed With Joe Rogan?

There are some other Twitter demographics of note from the Pew and other studies.

For example, about two-thirds (66 percent) of Twitter users are male. Another two-thirds (67 percent) either call themselves "center left" or "extreme left" politically. Thirty-eight percent of users are below the age of 30. Fifty-six percent of Twitter users make more than $50,000 a year. Most importantly — to me — is that 42 percent of the 48 million active U.S. monthly users are on Twitter every day, which means that fewer than eight percent of the adult U.S. population is really making up the ongoing conversation on Twitter.

Eight percent!

These numbers are important if you're running a small business. You can mock the tweets by politicians, Mariah Carey and Kim Kardashian. If you're a national political figure or famous celebrity, what gets posted on Twitter gets picked up and spread elsewhere by the media. But you're not. You're probably like me: a regular, non-celebrity small-business owner. You've got a limited marketing budget. You're told to "be active on social media" by the experts. That's likely true. But it's important to pick which social media platform to invest your limited resources in. Is it Facebook? Instagram? TikTok? Snapchat? LinkedIn?

Related: Here's How You Can Put Your Twitter Marketing on Autopilot

It could be Twitter. But for most of my clients, and given the demographics mentioned above, it probably isn't. That's up to you to decide. Do your research. Or you could be spending your time and money on a social media platform that's devoid of any potential customers.

Gene Marks

Entrepreneur Leadership Network® VIP

President of The Marks Group

Gene Marks is a CPA and owner of The Marks Group PC, a ten-person technology and financial consulting firm located near Philadelphia founded in 1994.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business Solutions

Increase Productivity with This Microsoft 365 Subscription, Now $25 Off

It can make the entrepreneur life a lot easier.

Business News

Apple Pay Later Is Ending. Here's What's Taking Its Place.

The program was available for less than a year.


This Artist Answered a Businessman's 'Powerful' Question — Then His Work Became 'the Poster Child for Juneteenth': 'Your Network Really Becomes Your Net Worth'

Reginald Adams was the executive director of a Houston-based art museum for more than a decade before he decided to launch his own public art and design firm.


Harvard Business School Professor Says 65% of Startups Fail for One Reason. Here's How to Avoid It.

Team alignment isn't nice to have -- it's critical for running a successful business.

Business News

Here's What Companies Are Open and Closed on Juneteenth 2024

Since it became a holiday in 2021, Juneteenth has been recognized by some major corporations as a paid day off.

Growing a Business

I Hit $100 Million in Annual Revenue by Being More Transparent — Here Are the 3 Strategies That Helped Me Succeed

Three road-tested ways to be more transparent and build relationships that can transform your business — without leaving you feeling nightmarishly over-exposed.