2014 Twitter User Demographics: From A Political Perspective

By Josh Light

Official Twitter logo.

The demographics of Twitter users has changed a lot since 2013. 

This article analyzes these changes, and discusses the implications they may have on various political parties.



Twitter Demographics

According to Pew Research, 18% of adult internet users are on Twitter.  What does the demographics of these users look like, and how have they changed over the past year?

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2013 versus 2014 Twitter demographics.

Here are the biggest changes:

• Female users increased 3% relative to the previous year...ultimately surpassing their male counterparts
• There was a decrease in Hispanic users of 3%
• The 18 - 29 demographic increased 4% while individuals between the age of 50 - 64 decreased 1%
• Users who are college educated increased 3%.  This education level is now tied with individuals who have 'some college' as being the most common education level on Twitter
• Rich users increased 2% (people making $75,000 or more), and poor users (individuals making less than $50,000 a year) also increased 2%
• Suburban users increased 5% while urban users decreased 2%

Here is an updated graph containing only Twitter user demographic data for 2014:

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2014 Twitter demographics.

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People most likely to use Twitter.

Voter Versus New Data

Let's look at exit poll voter data versus 2014 Twitter demographics:

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2014 Twitter demographics versus voter exit poll data.

Who Wins On Twitter

(Credit: Flickr via DonkeyHotey)

If we look at the 2012 exit polls by Edison Research versus the 2014 Twitter demographics we can determine which party has the advantage on Twitter.

Infographic illustrating which political party gained the most from the demographic shifts of Twitter users over the past year.

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Unique Opportunities

Republicans:

• The big shift away from urban towards suburban is a huge win for conservatives.  Republicans should consider developing messaging specifically for that demographic
• Older demographics are getting on board with Twitter just like they did with Facebook.  This trend will likely continue.  As this trend continues younger demographics should decline (if Twitter mimics Facebook).  This means Twitter may become even more friendly towards conservatives in the future
• Higher income individuals are increasing.  This could open up opportunities for campaigns to solicit greater donations from Twitter users
• Hispanic users fell 3% on Twitter.  Hispanics generally vote Democrat.  This is a big win for conservatives utilizing Twitter

Democrats:

• Females are growing on Twitter while males remain stagnant.  Democrats should consider sharing more female related tweets
• Younger demographics are continuing to join Twitter...especially individuals between the age of 30 - 49.  This age group accounted for 27% of the vote in 2012
• Both high and low education levels are growing.  Messaging will need to be carefully targeted to best appeal to these very different markets

Twitter Conclusion 

The demographics of Twitter will continue to change.  Political groups will benefit by paying close attention to these shifts, and changing the content they share to best fit their audience.

Did you find any of these shifts surprising? 

Josh Light is the CEO and Co-Founder of PoliticIt.  Feel free to connect with Josh:

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