Snapchat empowers people at various life stages to express themselves, live in the moment, learn about the world, and have fun together. Despite that, there is a misconception that it is predominantly a space for young people — leading to missed opportunities for advertisers to connect with an actively engaged and growing audience in a positive space.
While Snapchat reaches 90% of 13- to 24-year-olds¹, older audiences make up a significant portion of our community. In fact, in many markets, 50% of Snapchatters are over 25 years old².
To address some misconceptions and uncover what makes audience groups different, Snap Inc. partnered with Alter Agents to conduct a comprehensive usage research. Over 18,000 consumers in 12 countries were surveyed to better understand what, why, and how different audience cohorts use Snapchat. Research respondents included daily users of Snapchat and other platforms who belonged to four distinct life stages: Students, Early Jobbers, Parents and Childfree Adults.
The research report, titled ‘How We Snap,’ reveals that daily Snapchatters of all ages turn to the app to connect with what they love: friends, family, and their community. While they're on the app, they navigate through multiple tabs, engaging with different types of content and interactive ads. By understanding the unique use cases and journeys of each cohort, brands can better engage with their target audience in a relevant and meaningful way. For example:
Connecting with friends goes beyond Chat, as Snapchatters navigate through several tabs within a single session.
As Snapchatters engage with multiple surfaces on the app, they get exposed to brands within a positive environment. 63% of daily Snapchatters said they have made a purchase influenced by Snapchat.
To learn more about when, how, and why different consumer cohorts use and love Snapchat, download our global report. For a more localized view of your market, download your country’s quick fact sheet below.