Snapchat is a messaging app that solely relies on visual communication formats i.e. images and videos. Since it was developed in 2011 by students at the Stanford University, it has undergone significant improvements and experienced notable growth. A lot of the features in the originally version have been improved and added upon, and the app has seen a massive increase in their user base.
For instance, it started out by offering only a photo-sharing functionality but then later introduced videos. It also introduced 24-hour Stories in 2013, which inspired Instagram to develop their own Stories feature. More recently, Snapchat introduced a new feature to let users store some of their favourite Stories as Memories.
There have been tons of new features and developments over the years and the platform has experienced some changes in usage and revenue generation as well. It is also becoming a popular platform in influencer marketing.
In this post, we’re going to take a closer look at some of the most important Snapchat statistics to better understand where it stands today. Let’s get started.
Snapchat Statistics, Revenue, and More:
Snapchat User Statistics
First, let’s take a look at just how popular this app is based on number of users. As of Q4 of 2018, the app had approximately 186 million daily active users. This is a slight drop from the Q2 numbers as there were 188 million daily active users then. And in Q1 of 2018, there were 191 million daily active Snapchat users.
So you can see that there was a slight drop in user count during 2018, although the Q3 and Q4 numbers remained the same. That said, if you look at the user growth since 2014, when the app really started becoming popular, this drop is something Snapchat has never experienced. Until 2017, it always experienced a year-over-year increase in user count.
Demographics of U.S. Snapchat Users
Snapchat seems to be more popular among a younger crowd, according to the Pew Research Center. 78% of American internet users between the ages of 18 and 24 used Snapchat in 2018. Among Americans aged between 25 and 29, 54% of them were Snapchat users. The usage rate faces a massive drop among those aged 50 years and above at only 7%.
As you can see from the chart above, Snapchat is slightly more popular than Instagram among teen internet users in the U.S. In fact, the app saw an impressive increase in preference among U.S. teens starting in fall 2016. Instagram had surpassed it back in 2015, but this number began to change again in early 2016.
According to a Piper Jaffray survey published by MarketingCharts, 45% of teens in their survey chose Snapchat as their favourite social platform in early 2018. Instagram came in next with 26% of them citing it as their favourite platform. Twitter and Facebook got 9% and 8% of the votes, respectively.
Demographics of U.K. Snapchat Users
The trend continues, even in the U.K., with Snapchat being most popular among teens and young adults. Statista reports that 77% of Snapchat users in the U.K. are aged between 18 and 24. It is also somewhat popular among people aged between 35 and 44, who contribute to 38% of the user base. 8% of users are 55 to 64 years of age and only 2% are aged above 75.
The popularity of Snapchat among teens clearly transcends around the globe. According to a study by eMarketer, more than 90% of U.K. social network users aged between 18 and 24 use Snapchat. This makes it the most used social platform among British teens and young adults, surpassing platforms like Facebook and Instagram.
Snapchat Users by Gender
There is some difference in the distribution of Snapchat users by gender. It seems that the platform is more popular among women. Statista reports that, as of January 2019, 60% of users on the platform were female and 38% were male.
Snapchat Usage Statistics: How People Use the Platform
When it comes to usage, Snapchat gets almost as much attention as Facebook. 63% of Snapchat users in the Pew Research Center study cited that they use the app on a daily basis. The same is true for 74% of Facebook users and 60% of Instagram users. Among all Snapchat users, 49% of them use the app several times a day and 14% use it about once a day.
According to Snapchat, users open their app more than 20 times a day on average. They spend an average of 30 minutes using the app and create 3 billion Snaps on a daily basis. Based on data obtained by The Daily Beast, Snapchat users sent out an average of 87 million Snaps on a daily basis in 2017. These are impressive numbers showcasing just how engaged the user base is.
In a study conducted by Murphy Research for Snapchat, the platform is mostly used for conversations between close friends. Users also share photos and videos as well as stories about their day on the platform. Playing with lenses and filters is also a common activity among Snapchat users.
Further, the research also showed that people love using Snapchat while they’re on the move. 32% of respondents said that they use the app while on-the-go, 29% use it while commuting, and 24% use it while travelling. If you look at the chart below, you can see how no other platform surpasses it in all of these areas.
Snapchat also seems to be a favourite social platform among social media users while they’re socialising or shopping. 34% said that they use the app while hanging out with friends, 19% use it while shopping, and 14% use it while attending social events.
Since Snapchat is mostly used for passing time and socialising, people ever hardly use it as a source of news. According to a Pew Research Center study, only 5% of U.S. adults get news through Snapchat. This is a drastic difference from the numbers of other platforms like Facebook, which was used as a news source by 43% of U.S. adults.
Snapchat Revenue Statistics
In spite of the drop in user count during 2018, Snapchat managed to pick up in terms of revenue generation. It experienced an increase in revenue of more than $100 million between 2017 and 2018. While it closed 2017 with $285.69 million in revenue, it had already managed to generate more than that amount by Q3 of 2018 and closed the year with $389.82 million in revenue.
So naturally, their global average revenue per user also increased along with this revenue growth. By Q2 of 2018, there had been a 34% increase in revenue per user for Snapchat. In North America, the increase was minor at just 12%, while Europe fared better at 70%. In the rest of the world, the average revenue per user increased by 233%.
Snapchat Marketing and Advertising Statistics
As you may already know, Snapchat is much less popular for marketing than other platforms like Instagram and Facebook. But it is experiencing some improvement in this aspect with more marketers leveraging the platform for their marketing campaigns. It does offer some interesting advertising features such as sponsored lenses.
eMarketer even forecasted that 28.3% of marketers use Snapchat for marketing in 2018. This is a slight improvement from the usage in 2017, which stood at 25%. The eMarketer analysis also found that Snapchat isn’t as popular as other social platforms, even among agency executives in the U.S. Only 36% of them use the platform, while 89% use LinkedIn, 78% use Facebook, and 75% use Twitter.
The lower usage rate may be because of how expensive it is to market on the platform with unique features like sponsored geo-filters and lenses. Although the cost of sponsored geo-filters is yet unknown, you will likely spend $450,000 per day between Sunday and Thursday for Sponsored Lenses, according to Wallaroo Media. The rate goes up during Fridays and Saturdays to $500,000.
You’ll likely spend even more than that during special occasions and holidays. Sponsored Lenses on those days would cost about $700,000 per day. But for regular Snap Ads, monthly ad spend begins at around $3,000. So, smaller brands and startups with smaller budgets could use this option, instead of the more expensive geo-filters and lenses.
When it comes to working with influencers on Snapchat, brands are doing it, but not as much as they do on other platforms. According to Linqia, only 22% of marketers say that Snapchat is the most important platform for their influencer marketing campaigns.
What this means for brands is that Snapchat is less saturated than other social media channels, so it’ll be easier for them to stand out. They could take advantage of something their competitors are missing, and leverage influencer marketing on Snapchat.
As you can see from the stats highlighted above, Snapchat has undergone a lot of growth over the years. In spite of a slight drop in user count in 2018, the platform has picked up in terms of revenue generation. And if they continue to adapt to the needs to their users, we should expect to see continued growth for the platform. Now you have a clearer idea of where Snapchat stands and how profitable it could be for your business.