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How Consumers Really Use Snapchat

SNAP-THROPOLOGY INSIGHTFUL DATA ON SNAPCHAT'S AVID USERS Snapchat has majorly transformed since its launch in 2011. Notoriously created to send “private" disappearing photos, Snapchat has grown up and now offers branded and interactive filtering options, live news stories, and even a feature that allows you to send cash to a friend. But as marketers rush to build a brand on Snapchat, they are finding it increasingly difficult to target specific audiences and measure ROI. To learn more about how people are actually using the app, we surveyed 100 Snapchat users, and compiled the results below. THE FACTS 00 Snapchat has over 100 MILLION daily active users. 8,796 photos are shared on Snapchat every second. Snapchat users collectively watch 6 BILLION videos daily. *Snapchat * * ripled-its-daily-video-views-to-6-billion-in-6-months/ 30% of media planners, top agencies, and brands plan to include Snapchat in their Super Bowl campaigns. #1 SNAPCHAT USERS ARE A DEDICATED BUNCH A majority of Snapchat users engage with the app on a daily basis. HOW OFTEN DO YOU USE SNAPCHAT? 54% 32% Daily 2-5 times a week 9% I don't use Snapchat Vertical viewing now accounts for 29% of total time spent on screens. 1% 4% -Mary Meeker Once a month Once every few months SNAPCHAT USERS SHY FROM BRANDED FEATURES Even though Snapchat users are engaging with the app on a daily basis, most users aren't interacting with branded features such as Snap Live Stories, Snap Discover Stories, or branded filters. HOW OFTEN DO YOU WATCH THE SNAP LIVE STORIES? 7% Almost Always 23% 32% Rarely 36% Sometimes Never 2% Always HOW OFTEN DO YOU WATCH SNAP DISCOVER STORIES? 1% Almost Always 54% Never 30% Rarely 15% Sometimes 0% Always HOW OFTEN DO YOU USE BRANDED FILTERS ON SNAPCHAT? 10% Almost Always 42% Never 18% Rarely 28% Sometimes 2% Always MONEY & CELEBRITIES ARE OF NO INTEREST TO SNAPCHAT USERS It seems that Snapchat is still regarded as an app used for self-expression and connecting with friends, not celebrity accounts and advertisements. HOW OFTEN DO YOU BUY SOMETHING YOU SAW ON SNAPCHAT? 87% 11% 2% 0% 0% .... Never Rarely Sometimes Almost Always Always DO YOU FOLLOW ANY CELEBRITIES ON SNAPCHAT? 64% 9X No 34% Yes, a few Because users don't have to rotate their phones, they're 9X more likely to watch Snapchat ads in full. 3% Yes, a lot -Snapchat In a world of online bullying and grandparents on Facebook, Gen Y and Z are using Snapchat to discern how they share, what they share, and with whom. The growth of this new audience and popularity of Snapchat has definitely sparked the interest of marketers and advertisers, and there are now multiple brands on Snapchat trying to engage with a younger audience. As Snapchat continues to evolve their offering, alongside their users, marketers will need to adapt to creatively reach their audience in new ways while Snapchat will need to become more marketing friendly with narrower targeting and analytics. SOURCES: CREATED BY NewsCred COLUMN NewsCred Quantitative Study FIVE

How Consumers Really Use Snapchat

shared by ColumnFive on Feb 10
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How are consumers using Snapchat? This infographic breaks down Snapchat user demographics and behaviors in order to help marketers see how they can tap into different ways they can leverage this socia...


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