We’re still several months away from the expected end date of Elon Musk’s acquisition of Twitter, whether he returns or returns depends on the day. A lot has happened in just five weeks since the deal was announced and we expect more. place until October. But rest assured: we can count on the drama around Twitter to continue to play publicly on Twitter. In the midst of all this, where are the consumers?
One in 4 American conservative men believe Elon Musk will use Twitter
Forrester just got the effects of its May 2022 Consumer Energy Index and Retail Pulse Survey of 1,556 online adults in the U. S. In the US, UK and France, 335 of which use Twitter. More Twitter users in the US (23%) than in the UK (14%) and France (11%) say Musk will use Twitter. And when we segmented the responses of all online adults in the U. S. In the U. S. by gender and political affiliation, we see a conservative male bias: 23% of U. S. men. U. S. Women The U. S. thinks Elon Musk will use Twitter. And a quarter (25%) of U. S. online conservative adults. U. S. citizens think the same (compared to 11% of liberals).
The content moderation practices of one in ten Twitter users are too strict
In April, we wrote on our blog that Elon’s war for lax expression was a fight opposed to content moderation. However, our knowledge indicates that around 10% of Twitter users in the US are in the U. S. too strict and deserve to be relaxed. On the contrary, as my colleague Kelsey Chickering points out, the spread of disinformation has become a systemic challenge and there is still much to be done to curb it, otherwise Twitter threatens to alienate advertisers who generate revenue. But can Twitter mitigate any shortfalls by accelerating its subscription model?
A Subscription Service Exclusive to Twitter is a Sale
One of the reasons Twitter Blue hasn’t gained much traction since its launch comes down to the cost/benefit ratio. Users simply don’t get any hardware pricing for a $2. 99-a-month subscription. So, whether Elon Musk can get started or not, Twitter’s subscription service will feature offering a much higher price to justify a higher price.
An ad-free experience, in and of itself, would arguably not tip the scales, as classified ads on Twitter are much less intrusive than other ad formats on other platforms. Things like exclusivity, status, and access are starting to move, but they’ll still be a tough sell: Less than 10% of Twitter users say Twitter deserves an ad-free subscription-based service.
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This post was written by Vice President, Director of Research Mike Proulx and originally gave the impression here.