Who’s Using Snapchat?

August 13, 2014

comScore-Snapchat-Penetration-Growth-Apr2013-Jun2014-Aug2014It’s well established that Snapchat is more popular with youth, but new data from comScore and CivicScience [pdf] offer some updated figures relating to Snapchat’s popularity. According to comScore’s numbers, Snapchat penetration is now at about half of 18-24-year-old smartphone users, up from less than one-third a year earlier and closing in on Instagram (54.6%). And while Snapchat’s popularity does tail off among older smartphone users, it has still been growing quickly.

For example, 1 in 5 smartphone users aged 25-34 used Snapchat in June, per comScore, with that being more than triple the percentage (6.3%) from a year earlier. Among smartphone owners aged 35 and older, Snapchat’s penetration stood at 7.6% in June, more than double the year-earlier penetration rate of 3%.

Not surprisingly, CivicScience’s poll shows a similarly young skew. Among the 14% of survey respondents who claimed to use Snapchat, 71% were aged under 25, with a plurality 43% between the ages of 18 and 24. Interestingly, the results of the survey indicate that Snapchat fans lean heavily female, as just 31% are men.

The CivicScience study also looked at behavioral traits of Snapchat users, many of which are consistent with traits commonly ascribed to youth:

  • Compared to the general population, Snapchat fans are 86% more likely to say their friends and other contacts on social media influence the products they buy;
  • Fans are 89% more likely to often post comments on Facebook or Twitter while watching a TV show or movie; and
  • Fans are 43% more likely to say they are “addicted” to their digital devices.

As

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This