40 days of Twitter ban: FG’s projected tax earnings undermined by fewer users

Written by on July 15, 2021

While the country awaits the meeting between the Federal Government and the management team of Twitter to resolve the impasse between the two, findings have shown that the planned tax earnings from technology companies, especially Twitter might not really be pronounced.

This is because contrary to claims that there are about 40 million Twitter users, findings have shown that there are just 3.05 million potential audience that Twitter reports can be reached with adverts on the platform.

According to digital report 2021 by Hootsuite, a social media and marketing dashboard, Twitter’s potential advertising audience compared to the total population aged 13 plus in Nigeria is 2.4 per cent, while quarter-on-quarter change in Twitter’s advertising reach is 17.3 per cent.

The implication of this is that Twitter’s penetration in the country is still very low compared to other platforms. Analytically, it equally means that it is unlikely that these 3.05 million adverts audience would also be impacted by the American company.

Indeed, as of January 2021, data from Statista, a German company specialising in market and consumer data, revealed that there were just 33 million active social media users in Nigeria. Interestingly, out of this 33 million, WhatsApp had the largest number of users at 93 per cent; Facebook 86.2 per cent; Youtube 81.6 per cent; Instagram 73.1 per cent; FB Messenger 67.2 per cent; Twitter 61.4 per cent; Telegram 56.3 per cent, and LinkedIn 32.8 per cent.

While Nigeria is not in Statista’s list of the top 20 countries ranked by Twitter users, USA has the highest number of users at 73.2 million, while Malaysia is the 20th, with 3.4 million active users.

Statista’s data is sourced from Twitter itself, as well as third party companies such as DataReportal, including social media management firm Hootsuite.

Hootsuite said its data is sourced from several third-party providers, including GlobalWebIndex, GSMA Intelligence, Statcounter, Alexa, and Statista.

To buttress the low penetration status of Twitter in the country, some years back, Nairobi, Kenya-based Portland Communications and Tweetminster had analysed over 11.5 million geo-located Tweets originating from Africa. It revealed that South Africa, Kenya and Nigeria are the most active tweeting countries in the continent.



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