UPDATED March 28, 2019 — Despite the app’s year-over-year 0.3% decline in new users, Snapchat has recently been adding a host of new features and tools to keep its users, and advertisers, active and engaged for the coming year and beyond. In 2018, it launched its ad marketplace for Discover partners. In March of 2019, the company announced more distribution and monetization opportunities for Snapchat creators, a promise that has been long neglected for top influencers on Snapchat.
Snapchat is now beginning to proliferate quickly among older demographics, with 45% of users 35-44 years old. Our Snapchat infographic helps show how the app’s demographics are beginning to skew older as a broader range of users acclimate to Snapchat’s functionality and features.
Below, we’ll take a look at recent changes and findings on Snapchat, so that brands and influencers better understand how to leverage the channel in 2019.
The 10 Snapchat statistics impacting social media marketing in 2019:
Snapchat reported in 2019 that it reaches 70% of the total 13-34-year-old U.S. population with premium mobile video ads on a monthly basis. CEO Evan Spiegel also revealed that 30% more users are watching Publisher Stories and Shows due to Snapchat’s latest redesign.
Snapchat Ads are seen anywhere between 500,000 to a million times per day. Snapchat has recently expanded its advertising options for premium video advertising to an exclusive marketplace where top brands connect with top publishers in one place.
Snapchat has found differentiation as a social channel through its AR technology and the use of Face Lenses. 70% of its daily active users on the app use the photo filter lenses to enhance their live real-world environment, and a majority of these lenses come from brands. Data also shows 10% of users interact with Snapchat’s AR-driven map every day.
In March of 2019, Snapchat announced it is rolling out sponsorship opportunities for AR creators, an action long anticipated by Snapchat influencers, as many of these influencers have been vocal about potentially leaving Snapchat for Instagram due to Instagram’s steady support of the creator community and sponsorship opportunities.
In March, Snap Inc.’s market capitalization was reported at $14.53 billion, a figure more than $18 billion less than its market cap two years prior (or a 56% decrease). In its recent earnings results, Snap Inc. posted revenue of $389.82 million for the end of the year period, around $12.3 million higher than analysts’ forecasts of $377.52 million with a surprise factor of 3.26%.
Snapchat released an index study to determine how each leading social media app impacts a user’s mood. 95% of respondents in this “happiness study” revealed Snapchat as the “feel-good” app in leading happiness compared to other apps tested. Users also report feeling playful and silly while using Snapchat.
Globally, more females have a Snapchat account than males. Statista showed this finding to be consistent among age groups as well. Users older than 35 years old showed the greatest disparity with 50% more female users than male users.
Globally, an estimated 186 million people are on Snapchat every single day. Twitter reportedly has 126 million daily active users on their site. While the two social sites are notably different from one another, social channel competition is fierce and Snapchat recently performed an “exclusivity” study that revealed 83% of Snapchatters are not on Twitter. While both social channels are becoming increasingly private with their user count information, Snapchat has publicly revealed it experienced a 0.3% decline in daily active users year-over-year.
Snapchat captures the Millennial audience with 60% of its U.S. users between the ages of 25 and 34 years old. 45% of users are ages 35-44, and taking the lead, 78% of users are young adults 18-24 years old.
According to Statista, 265.9 million Americans will own a smartphone in 2019. With 93.25 million Americans registered on the app, U.S. Snapchat users account for more than one-third of U.S. smartphone users.
16.4 million American 12-17-year-olds are on Snapchat. With an overall total of 25.1 million American teens ages 12-17 years-old, more than 60% of those teens use Snapchat. And of the projected 90.4 million total U.S. Snapchat users in 2019, about 18% are teenagers.
The Snapchat statistics above don’t paint the entire picture, but they’re a good indication that despite a declining user base, Snapchat still holds massive marketing potential. Be sure to check out our Snapchat demographics infographic here, or view it below: