Growth extends beyond a young user base
Changing growth patterns point to a changing future for Twitter. In the US, the site has passed the early-adoption mark and is settling into a pattern of more mature growth across demographic groups. By 2016, more than 25% of internet users 12 to 44 will use Twitter at least once a month, according to new figures from eMarketer.
eMarketer increased our estimates for US Twitter users in 2014 from 41.6 million users to 48.2 million, since our previous forecast was developed before the company’s November 2013 IPO. This increase is a reflection of the company’s own user data released at the time, as well as the site’s garnering new users in Q4 2013 in light of its announcement to go public. However, because of the jump in users in the near term, eMarketer also lowered our expected growth rates through 2018. Growth for overall US Twitter users will dip below 10% in 2015, slowing to 6.4% overall by 2018.