X also shed some new insights into holiday shopping engagement in the app, as it expands its push to advertisers ahead of the holiday season.

And X needs to maximize its opportunities. The old Twitter app saw ad revenue collapse since Elon Musk purchased it; political commentary and concerns about the more lenient moderation approach of Elon Musk have seemed to deter brands, putting a strain on its bottom line.

But following on from the U.S. election, the outlook may be improving, with a series of big brands now supposedly rethinking X ads in the wake of the vote, and, potentially, with a view to ingratiating themselves with Musk, who is now set to play a significant role in the new Trump administration.

Either way, X's ad opportunities could be set to make a resurgence, and these stats could be another means to lure more ad opportunity.

First off, X has provides a range of notes as to how its audience shops, and their receptiveness to brand update and offers.

also, that X has provided a demographic split of its audience, which leans more towards males aged 25-34 at present.

Which will surprise nobody.

X has also shared an overview of when holiday shopping chatter ramps up in the app 
So now is the time, and if you are going to use X for your holiday campaigns, it could be worth activating your push now to capitalise on rising interest.
 
Will these stats convince more brands to advertise in the app?

Look, really, I don't think there are many huge reveals here that should sway brands one way or the other. The question is really how you feel about X's overall trajectory, and external data on brand safety and moderation.

If those are not significant concerns to you, and your audience is active in the app, then X may provide opportunities for reach. But I’m not sure that these stats are going to be the thing that encourages businesses to increase their X ad spend.