Some 17% of Millennials (18-34) use Snapchat on a monthly basis, details comScore in a new study [download page] offering marketers some insights into the Millennial generation. While it’s well known that Snapchat’s user demographics skew young, the comScore study offers another point of confirmation: just 5% of 35-54-year-olds and 1% of the 55+ crowd are using the fast-growing application. A point on that growth: GlobalWebIndex recently asserted that Snapchat’s global user base (defined as internet users aged 16-64) grew by 56% between Q3 and Q4 2013.
Returning to the comScore study, which was based on figures drawn from November 2013, it’s no surprise that Millennials outpace other age groups in adoption of social networks. Facebook remains their dominant choice, with 91% using it, followed by Instagram (46%), Twitter (39%), Tumblr (30%), Pinterest, and LinkedIn (each at 27%). Millennials lead the other age groups in adoption in each case save for LinkedIn, where they trail both 35-54-year-olds (33%) and those in the 55+ group (32%).
Another interesting point to note: while comScore doesn’t offer exact percentages, a chart in its study suggests that Millennials spend more time on Snapchat than on Pinterest, and about as much as on Tumblr. (And while Facebook carries their social networking consumption by a considerable degree – 76% share – that trails other age groups by a significant margin.)
The following are some highlights from the other insights comScore would like marketers to know about the younger generation:
- Millennials spend more time across desktop and mobile platforms than their older counterparts, with the gap particularly acute on mobile;
- Some 18% of Millennials were mobile-only internet users in November, compared to 5% for 35-54-year-olds and 3% for the 55+ bracket;
- Smartphone penetration stood at 81% among Millennials during the 3-month average ending in November, outpacing the 35-54 (68%) and 55+ (40%) groups (nationally it’s now above 65%);
- Millennials are more likely to own an iPhone than other generations;
- Millennials are more likely than the online adult population to: be using video on-demand; prefer watching TV shows online; and to skip ads when watching recorded TV shows;
- In November, Millennials watched about twice as many online video as those aged 55 and older (355.9 versus 178.4);
- Millennials see more display ads per person (2,311 per month) than the older age groups, and are targeted more efficiently also.