In its latest forecast of US Twitter usage, eMarketer has significantly downgraded its projections amid nearly stagnant growth reported by the company in Q2. By the end of this year, 52.2 million people in the US will access their Twitter accounts at least once a month. That’s a 2.0% increase over last year.
In February, eMarketer forecast an 8.0% increase in US Twitter users for the year. eMarketer has flattened its growth estimates for the next four years; Twitter will add just 3.6 million users by 2020 instead of the 13.9 million previously forecast. As a result, it will lag behind the growth of social network usage as a whole.
“Twitter continues to struggle with growing its user base because new users often find the product unwieldy and difficult to navigate, which makes it challenging to find long-term value in being an active user,” said eMarketer forecasting analyst Oscar Orozco. “Also, new product initiatives have had little impact in attracting new users.” Read the rest at eMarketer.