Snapchat’s US monthly user base is projected to grow by 27.2% this year to 58.6 million, surpassing Twitter (56.8 million) and Pinterest (54.6 million), per a new eMarketer forecast. While it’s already the major social platform with the biggest skew towards youth, eMarketer doesn’t see that changing any time in the near future.
- The 18-34 bracket currently represents 61.1% of all US Snapchat users, and is forecast to comprise 59.3% of all users in 2020; while
- The 12-17 age group currently represents 23.2% of the monthly user base, and is predicted to account for 21.2% of the base in 2020.
To be fair, the composition of the 18-34 bracket is expected to change and veer towards older users. For now, 18-24-year-olds account for roughly one-third (34%) of the US user base, with roughly 4.2 million more users that age than aged 25-34. Fast forward to 2020, and there will be virtually equal numbers of Snapchat users aged 18-24 and 25-34, per the forecast.
For a look at the demographic composition of Facebook, Twitter, LinkedIn, Instagram and Pinterest – by age, household income and race/ethnicity – see MarketingCharts’ US Media Audience Demographics report.
Despite the rapid growth forecast that catapults it ahead of Twitter and Pinterest (it appears to have already just passed Twitter in daily usage), Snapchat isn’t likely to challenge the top mobile phone messaging application. Facebook Messenger, currently with more than 105 million users (per eMarketer’s estimate), is expected to finish 2020 with 139.2 million users, extending its lead over Snapchat. However, during that timeframe, Snapchat will widen its US lead over WhatsApp (recently declared the most popular Android messaging app in the world by SimilarWeb, which did not include Snapchat in its analysis).
About the Data: eMarketer defines Snapchat users as “mobile phone users who access their Snapchat account via mobile phone app at least once per month.”