How Snapchat Demographics Are Shifting In 2017 [Infographic]
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10 Snapchat Demographics Every Brand Should Know In 2017 [Infographic]
UPDATED March 15, 2017 — With Snapchat’s IPO, some pivotal facts and figures about Snap’s business have become available for the first time. We’ve updated this post to reflect this new information, but have preserved the original figures and denoted updates. To learn more about Snapchat’s IPO, see our explainer post. Also check out our comparison of Snapchat, Twitter and Facebook’s IPO and our forecast for Snapchat Spectacles, which are on pace to be a $5 billion product by 2020.
With its ability to provide bite-sized, authentic, and engaging content, Snapchat has become the preferred social media platform of 2017. Over 100 million people access Snapchat daily to view their favorite Snaps and/or Stories among the eight million videos that are published on the app each day. Recently, TechCrunch reported that Snapchat's current valuation is $20 billion, a reflection of the app’s rapid growth and popularity.
UPDATE — Snapchat’s S-1 filing claims that it averages 158 million daily active users. Though it’s shown growth consistently quarter-over-quarter, its growth rate is stagnating, thanks in large part to the introduction of Instagram Stories. The day after its IPO, Snap ended up at a $32 billion valuation. Since then, share prices have fluctuated a great deal and there’s some degree of controversy over an accurate valuation of the company.
As Snapchat expands and the messaging app's user base evolves, brands should note Snapchat's broadening user demographics and alter their marketing efforts to appeal to a changing, aging audience. For a closer look at the biggest statistics and trends driving the social media & marketing industry, check out our post "The 10 Top Social Media Marketing Statistics."
How Snapchat Demographics Are Shifting
While Snapchat remains wildly popular with young social media users—over 60% of U.S. smartphone users are between the ages of 13 and 34 are Snapchatters—what’s more revealing is how Snapchat is now beginning to proliferate quickly among older demographics. As our Snapchat infographic illustrates, over 50% of new Snapchat users are over the age of 25, and the percentage growth of those aged 35 years and older is actually greater than the penetration rate for 18- to 24-year-olds.
Related Post: The 10 Snapchat Statistics You Must See To Believe
How Brands Can Capitalize On Snapchat's Changing Demographics
For companies looking to develop a Snapchat marketing strategy, it's important to realize that, like Facebook and Instagram before it, the app's demographics are beginning to skew older as Snapchat becomes integrated into mainstream culture and a broader range of users acclimate to Snapchat's functionality and features. Regardless of user age, however, Snapchat's astounding engagement rates (over 50% of Snapchat users are on the platform daily) and massive amounts of new content assures that Snapchat audiences will continue to spend hours on the app every week.
Related Post: A Marketer's Guide To The Best Brands On Snapchat
Snapchat Demographics For Marketers
Snapchat added more 25- to 34-year-olds (an increase of 103%) and users over the age of 35 (an 84% increase) than 18- to 24-year-olds—the latter demographic only increased by 56%.
2. Over half of new Snapchat users are over the age of 25.
Snap Inc. revealed that its user base is quickly expanding into older demographics, with over 50% of U.S. daily new users being over 25. This represents a unique opportunity for advertisers to reach early adopting, older generations through social media.
3. Users 25+ access Snapchat 12 times a day, totaling 20 minutes.
The Snapchat community spends an average of 25 to 30 minutes collectively on Snapchat each day and will check the app 18 times a day. For users over 25, Snapchat is used 12 times a day taking up 20 minutes of the day.
4. Over 60% of U.S. smartphone users between the ages of 13 and 34 are Snapchatters.
Smartphones are facilitating changes in communication habits, and Snapchat has taken part in this, with over 60% of U.S. smartphone users between the ages of 13 and 34 using the app actively.
5. Over 60% of Americans between the ages of 13 and 38 are on Snapchat.
60% of Americans ages 13 to 38 are using Snapchat on at least a monthly basis. Broken down, and incredible 41% of teens 13 to 17 are using Snapchat.
6. 60 million North Americans use Snapchat.
Snapchat’s current audience in North America totals at 60 million. Forecasts preceding Snap Inc.’s IPO suggests that Snap’s audience by the end of 2017 in the US alone will reach 70.4 million.
7. 85% of daily U.S. users are between 13 and 34.
18 to 24-year-olds make up the largest segment of Snapchat monthly U.S. users at over 37%. For the remainder of U.S. monthly users, 13 to 17-year-olds make up 23%, 25-34-year-olds make up 26%, 35 to 54-year-olds make up 12%, and 55+-year-olds make up 2%.
8. More than 30% of teenagers say that Snapchat is the most important social media platform.
A survey of 6,500 U.S. teens found that 28% named Snapchat as their most important social network, growing from 13% two years ago. Snapchat’s importance to teens can be attributed to the dominance of messaging apps in later years.
9. Users 25 years of age and under visit Snapchat over 20 times per day.
Snapchat found that users younger than 25 used Snapchat more than 20 times and spent over 30 minutes on the app. Revisiting the app multiple times throughout the day indicates that Snapchat has many user engagement opportunities.
10. Nearly 60% of college users would purchase a brand if sent a coupon on Snapchat.
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June 2, 2016 By Mediakix Team