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Twitter CEO Elon Musk announced changes to the platform’s direct message feature including the introduction of encryption.
STR | Norphoto | Getty Images
Twitter’s powerful users are still coming to the app, but fewer are posting to it since Elon Musk’s acquisition late last year, according to reconnaissance From the Pew Research Center.
“The center’s new analysis of actual behavior on the site found that the most active users before Musk’s acquisition — defined as the top 20% by tweet volume — saw a significant drop in posting in the months that followed,” the survey authors wrote Wednesday. “The average number of tweets per month for these users decreased by about 25% after the acquisition.”
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In addition, about six in 10 American adults who used Twitter in the past year said they had taken breaks from the service recently, and a quarter of the group indicated they would not use Twitter a year from now, according to the survey.
The new data underscores the challenges facing Twitter’s next CEO, Linda Iaccarino, who will replace Musk. It will take over the ailing social media service, which has lost a number of advertisers over the past few months due to concerns that racist and inappropriate content has flourished since Musk’s takeover.
Yaccarino, who recently stepped down as NBCUniversal’s head of global advertising, will need to repair relationships with Twitter advertisers and get an understanding on content moderation. In an interview with CNBC on Tuesday, Musk said Musk has cut the company’s workforce by about 80% to roughly 1,500 employees, getting rid of some people he should have kept.
“Difficult times call for desperate measures,” Musk said. “So there is no question that some of the people who are being left behind may not have been left behind.”
The Pew survey also showed that most of Twitter’s content is generated by a small group of power users.
“Since Musk’s acquisition, 20% of American adults on the site have generated 98% of all tweets posted by this group,” the study said.
Upon request for comment, Twitter responded with the now usual emoji.
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