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Despite X CEO Linda Yaccarino’s proclamation that usage of the social network was at an all-time high this summer, a new report is putting those claims to rest, saying that Usage has actually declined. , X’s global website traffic declined 14% year-over-year in September, and US traffic fell 19%, according to data from market intelligence firm SimilarWeb. Based on monthly active users on iOS and Android, performance on mobile devices in the US declined 17.8% year-over-year.
Image Credit: similarweb
Although the US accounts for almost a quarter of X’s web traffic, other countries also saw declines in web traffic, including the UK (-11.6%), France (-13.4%), Germany (-17.9%) and Australia ( -17.5%). ,
The report said September was not just a coincidence, as the decline in usage was also reflected in long-term trends. Comparing the first nine months of 2023 to the same period in 2022, SimiarWeb found that X’s website traffic was down 11.6% year-over-year in the US and 7% worldwide. Mobile app usage in the US also declined by 12.8% during the same period.
However, there is one bright spot for the X…or rather its owner, Elon Musk. Traffic to Musk’s profile page on the site was up 96% year-over-year as of last month.
Image Credit: similarweb
The firm’s estimates are determined by machine learning algorithms powered by first-party analysis of millions of websites and apps, including its own consumer products that use device traffic data as well as those of other companies, including ISPs, other measurement firms, and demand Together we measure through partnership. -Side platform. Its functioning on mobile devices largely depends on Android data, however, due to the tight restrictions imposed by Apple on its App Store and data privacy.
Still, even by taking a look at the Android data, you can get a sense of how well the X is performing. On that front, SimilarWeb notes that worldwide X Mobile app usage is down 14.8% on Android, while in the US it’s down -17.8% on iOS and Android.
The report also suggests that For example, Facebook web traffic was down 10.4%.
Image Credit: similarweb
Image Credit: similarweb
The same trend was true on mobile, but X’s monthly active users declined 17.8% in September, compared to Facebook and Instagram’s declines of 8% and 3.7%, respectively.
Image Credit: similarweb
Additionally, SimilarWeb’s analysis touches on the declining importance of Has gone. Of course, X began disrupting links to the Times in August, along with other competitors like Bluesky and Threads. This week, X was accused of strangulating Patreon links as well.
But in reality, the importance of Twitter to news publishers has always been overstated. News may have spread on Twitter, but it has never been a significant traffic source. In fact, NPR left the platform six months ago after Musk began labeling it and other outlets as “state-affiliated media.” A recent report from Neiman indicated that NPR’s loss of traffic from X leaving has been “negligible” – traffic has declined by only one percentage point, where it used to be just less than 2% of total traffic.
Although the report doesn’t include great news for X, it does acknowledge that the app has staying power.
David Carr, Senior Insights Manager at SimilarWeb, wrote, “…somehow the X/Twitter audience has waned but is not gone.”
Given the increasing competition from new competitors like Bluesky, Post, Pebble, Spill, Mastodon, and Threads, this is worth noting.
X will likely dispute SimilarWeb’s findings, as its executives only reported an increase in traffic, not a decline. The company recently told TechCrunch that X sees 500 million posts per day, including original content, replies and reposts, and noted that X generates 100 billion impressions per day. Yaccarino also shared other stats at an event in October, reporting that people are spending 14% more time on X, video consumption is up 20%, and 1.5 million people sign up for X per day , which is up 4% year-on-year. ,
X did not respond to requests for comment.
