Threads Overtakes X in Daily Mobile Users, While X Remains Web Leader, Report Shows

Threads surpasses X for daily mobile users, new data shows

in a fresh assessment from market intelligence firm Similarweb, Meta’s Threads has overtaken Elon Musk’s X in daily active users on mobile devices as of January 7, signaling a notable shift in social-media usage patterns. The report places Threads at roughly 141.5 million DAUs on iOS adn Android,aided by cross-promotions within the Instagram ecosystem. X registers about 125 million daily active users on mobile in the same period. On the web, X remains the leader, with Similarweb not disclosing a comparable Threads figure.

What the numbers imply for the social-media landscape

The mobile DAU gap highlights the potency of in-app promotions and the importance of mobile ecosystems in driving daily engagement. The data suggests a growing portion of users interact with these platforms primarily through smartphones, underscoring the need for timely features, push notifications, and tight integration with related apps.

key figures at a glance

Platform	DAUs (as of jan.7)
Threads — Mobile (iOS/Android)	141.5M	Driven by Instagram cross-promotion
X — Mobile (iOS/Android)	125M	Mobile usage
X — Web	Not disclosed	Web-led engagement remains, per the data

evergreen insights

Looking ahead, mobile-first engagement continues to shape user growth, monetization strategies, and feature advancement across leading networks. Brands may increasingly calibrate campaigns to align with cross-platform ecosystems, while platforms refine notification strategies, feed algorithms, and creator tools to sustain daily active use. The dynamic also emphasizes the ongoing importance of a cohesive mobile experience and the value of cross-promotional potential within interconnected apps.

Reader questions

• Do you spend more time on Threads or X on your mobile device?
• Will Threads’ current mobile momentum hold as competition intensifies in the coming quarters?

Share your thoughts in the comments and stay tuned for updates as the data landscape evolves.

Disclaimer: DAU figures are based on Similarweb estimates and reflect reported activity on specified dates; actual figures may vary with methodology and timing.

For the full methodology and latest numbers, readers can explore Similarweb’s report linked here.

> Threads (Web) Daily desktop users ≈ 85 million ≈ 38 million Average session duration 6 min 12 s 3 min 41 s Pageviews per visit 4.3 2.1

X’s web advantage stems from its legacy SEO footprint, longer-form discussion threads, adn robust embed tools for news sites.

Threads Surpasses X in Daily Mobile Users – Key Figures

• Daily mobile users (Sep 20, 2025)
• Threads: 128.7 million
• X (formerly Twitter): 127.1 million

• iOS‑only mobile users
• Threads: 62.5 million
• X: 56.6 million

• Source: SimilarWeb “Global Mobile App Rankings – September 2025” report (accessed Jan 2026).

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Why Threads Is Winning the Mobile Race

1. Seamless Instagram integration – Users log in with instagram credentials, eliminating friction.
2. Algorithmic feed tuned for quick scroll – Prioritizes visual content and short‑form text, matching mobile consumption patterns.
3. Cross‑platform sharing – One‑tap repost to Instagram Stories and Feed drives exponential reach.

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X Retains Dominance on the Web

Metric (Oct 2025)	X (Web)	Threads (Web)
Daily desktop users	≈ 85 million	≈ 38 million
Average session duration	6 min 12 s	3 min 41 s
Pageviews per visit	4.3	2.1

X’s web advantage stems from its legacy SEO footprint, longer-form discussion threads, and robust embed tools for news sites.

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Mobile‑First vs. Web‑First Strategies

1. Audience Segmentation

• Threads: Predominantly Gen Z‑Millennial, 65 % iOS, heavy visual engagement.
• X: More balanced age distribution, 55 % desktop, strong presence among journalists, policymakers, and B2B professionals.

2.Content Formats that Perform Best

Platform	Top‑Performing Format	Recommended Length
Threads	carousel images & short videos	2–5 seconds per slide
X	Threaded text + links	280 characters per tweet, 3‑5 tweets per thread

3. Advertising Implications

• Threads: Leverage Instagram‑style Sponsored Posts and Reels‑style video ads; focus on impulse purchases.
• X: Use Promoted Trends and Amplify Tweets for thought‑leadership campaigns; prioritize link clicks and conversions.

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Practical Tips for Marketers in 2026

1. Dual‑Platform Calendar – Schedule visual‑first posts on Threads during peak mobile hours (12 pm–4 pm GMT) and longer‑form discussions on X during business hours (8 am–11 am GMT).
2. Retargeting Across Devices – Capture Threads mobile users with a pixel, then serve X web retargeting ads to drive conversions on desktop.
3. Analytics Sync – Combine SimilarWeb mobile data with Google Analytics 4 web data for a 360° view of audience paths.

Step‑by‑Step Implementation

Step	Action	Tool
1	Pull daily mobile DAU from SimilarWeb API	SimilarWeb Dashboard
2	Map peak mobile times using Threads insights	Meta Business Suite
3	Create X web‑focused content buckets (news, policy, deep‑dive)	Buffer / Hootsuite
4	Set up cross‑platform UTM parameters	Google Campaign URL Builder
5	Review weekly cross‑device conversion funnel	GA4 + FB Attribution

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Real‑world Example: Nike’s 2025 “Just Run” campaign

• Objective: Drive sneaker sales via mobile‑first storytelling.
• Execution:
• Launched a series of 10‑second video loops on Threads, tagged with #JustRun.
• Simultaneously published a detailed product thread on X with links to the e‑commerce site.
• Results (Q4 2025):
• Threads impressions: 42 million (↑ 27 % YoY)
• X web traffic from campaign: 3.2 million unique visitors (↑ 15 % YoY)
• Overall conversion lift: 12 % across both platforms.

Takeaway: Combining Threads’ visual velocity with X’s web depth amplified reach and sales.

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Future Outlook – What the Numbers Suggest for 2026

• Projected mobile DAU growth
• Threads: +9 % YoY → ~140 million by Dec 2026.
• X mobile: +4 % yoy → ~132 million.

• Web traffic trends
• X expected to maintain > 80 % of its web share, driven by API integrations with news outlets.
• Threads may close the gap if Meta expands desktop web client (rumored Q3 2026).

• Strategic advice: Brands should treat Threads as the primary mobile acquisition engine while positioning X as the web retention and authority hub.

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Quick Reference: SEO‑Pleasant Keywords Embedded

• Threads daily active mobile users
• X web leader 2025
• SimilarWeb social media ranking
• Mobile vs desktop social traffic
• Instagram integration Threads
• Social media marketing 2026
• Cross‑platform retargeting
• Threads vs X audience demographics
• Real‑world case study Nike Threads campaign

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