When it comes to their social media preferences, U.S. teens are about as loyal as Brutus was to Caesar. Back in 2013, Facebook was still their social network of choice. In 2014, Instagram took the throne for a while before being replaced by Snapchat in 2016.
Now, in the spring of 2018, Snapchat is the clear number 1 for teens in the United States, with 45 percent of the 6,000 teenagers polled for PiperJaffray’s bi-annual “Taking Stock With Teens” survey naming it their favorite social platform. 26 percent of the teenage respondents called Instagram their favorite, while Facebook and Twitter are falling out of grace with the teen demographic.
Snapchat - Statistics & Facts
Snapchat is a mobile photo messaging and multimedia sharing app which was released in September 2011 by Evan Spiegel, Bobby Murphy, and Reggie Brown. The app was initially launched to share impermanent pictures via private message 'snaps' that can be viewed for a user-specified length of time before becoming inaccessible. Despite its origins as a photo app, video has become an important feature of Snapchat, with more than 10 billion mobile videos currently viewed per day, rivaling Facebook in terms of daily video user engagement. The company reported 100 million daily active users worldwide in May 2015, positioning it as one of the fastest growing social apps and networks worldwide. Snapchat also ranks as the most popular social media site among teenagers and young adults in the United States. During the first quarter of 2017, Snapchat reported 166 million daily active users worldwide.
The core feature of Snapchat is the creation of multimedia messages, referred to as snaps, which can consist of a photo or a short video, and can be edited with text, filters, stickers or other overlays. Snaps can be shared as a semi-public story, which is automatically shared with the user's contact list, or sent privately. As of the third quarter of 2015, sending messages and photo snaps were the most popular Snapchat activities among active users worldwide.
Snapchat audiences are predominantly young, with the company reporting the majority of users to be aged less than 24 years and a sizeable portion aged 13 to 17 years. A quarter of global Snapchat users access the service more than once per day, and the app ranks ahead of Tumblr and Twitter in terms of U.S. Millennial user engagement.
The platform has also become a cornerstone of social media marketing towards teens and Millennials. Snapchat users are also willing to pay for online and mobile content, with music downloads and TV and movie streaming being the most popular types of paid content. Visually strong brands such as sportswear, beauty and fashion are leading the way in terms of Snapchat adoption. The platform generates the majority of its revenues via advertising and branded content. In the first quarter of 2017, Snapchat's revenue amounted to 149.6 million U.S. dollars.
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