Friday, February 03, 2017

Who is Snapping--on average?

One hundred and fifty-eight million people use Snapchat.  My mom recently asked me if she should get on Snapchat, which worries me for a variety of reasons.  Regardless, the company continues to lead the way when it comes to ("delightful") innovation in the mobile app and social space.  Snapchat's parent company Snap filed for IPO earlier this week, and the filing reveals a bunch of information about the average Snapchat user that's helpful for brands looking to market on the platform.

The average Snapchat user (drumroll...):

  • Opens the app 18 times a day
  • Spends a total of 25-30 minutes inside it a day
  • Sends 16 snaps a day
  • Typically does not use lenses when sending the snaps (which I find surprising)
  • Is between 18 and 24 years old (although comScore says 60% of the U.S. population ages 13-34 is on Snapchat)
  • Lives somewhere outside the United States
  • Is more likely to be female vs. male
  • Generates $1.05 in ad revenue for the company over 3 months
According to eMarketer, Snapchat is projected to keep growing with Millennials, but at a slower pace YoY.  It will be interesting to see if Gen Z sticks around with Snapchat for the next several years, or if they head to the next platform that's new, shiny, and something my mom doesn't know about.

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