Mobile users today can access an endless supply of apps, and attention is highly fragmented. This provides a challenge for advertisers to determine which platform is best suited for their needs. New analysis shows Snapchat maintains a significant exclusive audience around the world compared with other apps popular with the 16+ demographic: 1
A significant share of daily Snapchatters are exclusive to the Snapchat platform; they can’t be reached on other mobile apps. For marketers active on the platform, that means exclusive access to a uniquely engaged audience.
When it comes to some of Facebook’s product suite, for example, 38% of our daily audience in the United States and France can’t be found on Instagram on any given day. On Facebook in Germany and Saudi Arabia, that number is 67% and 79%, respectively. In nearly all listed regions, more than 50% of our daily audience can’t be found on Messenger. 1
With the exception of Saudi Arabia, Twitter faces a similar, but even stronger trend: more than 75% of our daily audience in the included markets can’t be found on the Twitter platform. As for YouTube, Snapchat maintains a sizable impact in the video space, where over 50% of our daily audience in Australia, Canada, and the US cannot be found on YouTube. 1
One explanation for these findings may be Snapchat’s unique core benefits. People open the app to communicate visually, play with augmented reality, and consume made-for-mobile content. A study from Greenberg Strategy found that 86% of Snapchatters have used Snapchat to communicate with friends and family, and many indicated it was their main source of communication with friends. 2
Those personal, one-to-one Snaps with friends are what make Snapchat a close friend network. And if Snap is the place they can be reached on any given day, this makes interactions more meaningful and ads more influential.
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Snapchat's Audience Exclusivity
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