Apposphere, our quantitative and qualitative study of 1,005 app users aged 13-44, revealed three key insights around why users choose the apps they use, when they spend time on each, and how each app makes them feel.
The apps people use can impact their moods
In a world of apps that can make people feel anxious, isolated, or self-conscious, Snapchat is fundamentally the "feel-good" app. 95% of Snapchatters say the app makes them feel happy, more than any other app tested. 1 Users also report feeling playful and silly while using it 1 — likely because it’s a place where you can be yourself, stay close with good friends, and share your day-to-day. Here’s the full breakdown of how people reported the way they feel while using each platform:
Snapchat is associated with feeling happy, playful, and silly, while YouTube captivates and entertains.
People have access to an endless supply of apps. This means that attention is highly fragmented — to the point where it might not be entirely clear what emotional impact any one app might have on you at face value. To choose the apps that make you feel good, you need to understand the purpose and impact of each one.
There's a reason users tap on each app
Snapchat is for conversations between close friends, as well as for playing with Filters and Lenses. 1
Twitter is for keeping up with current events or following discussions. 1
YouTube is for learning about new products or topics of interest. 1
Facebook is for keeping up with family and events. 1
Instagram is for influencer and celebrity content. 1
There’s a time and place for each app in this space
Murphy Research’s findings also revealed that people use different apps depending on what they’re up to. Snapchat, followed by Twitter, are the apps most used while on-the-go, commuting, socializing, and shopping. However, when users are idle, they’re more likely to be on Facebook, Instagram, and YouTube. 1
Snapchat is for moments on the move.
Snapchat is preferred by users when socializing and shopping.
Facebook, Instagram, and YouTube help users pass the time.
The more apps become a part of our daily lives, the more important it is to gain insight into the role they play in how we behave and feel. Understanding how and when you turn to different platforms — and their individual impact — can help you make the choices that are right for you.