Elon Musk's boost to Twitter's popularity is being 'unwound' as usage drops, new data shows
. That could be because users are spending less time on Twitter than they did shortly after Musk took control, or because their usage is back down to levels seen prior to his acquisition, according to bespoke data and analysis from Apptopia, Data.ai, and Sensor Tower. Downloads of the app are also flattening from previous spikes, the data through April shows.
All Twitter users averaged, 19.1 minutes spent on the app per day in April, Apptopia found. This was the exact same amount of time spent in April of 2022, and slightly less than the 19.3 minutes on the app users averaged in March. Grant pointed to the changes among users when split by age, as more striking.
An analysis by SensorTower, which would not share its methodology, found that users in the US, Twitter's largest market, spend on average about 26 minutes on the app each day. This puts it far below the time people spend on rival social media apps. Users spend an average of 87 mins per day on TikTok, an average of 43 minutes a day on Instagram, and 39 minutes a day on Facebook. Twitter has Snap beat by one minute, with that app seeing 25 minutes of daily usage in the US.
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