Swipe the cards to move across the spectrum.
Curious, multi-faceted, driven by authentic self-expression. Twitter is the first app opened every morning.
Attracted to Twitter but unable to stay engaged. Uncertain of self, needs validation. Moves back to Instagram.
Competitive, stressed, needs colour and escape. Twitter's conflict and text-density is the opposite of what they want.
Defined by family, community, and security. Twitter feels exposed and unsafe. Facebook fulfils their need for belonging.
Identity rooted in regional and cultural values. Local news, local language. Twitter is simply not built for their world.
32 qualitative interviews · 5 cities · WhatsApp diary pre-tasks · Twitter India Consumer Study, 2021