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February 18, 2021
2/18/2021

With $4.4 Trillion in Spending Power, the Snapchat Generation is a Force to Be Reckoned With

New research shows Snapchatters are more connected and empowered than ever.
Dynamic, Visual Connectors
In our latest report, we talked to thousands of members of the Snapchat Generation, Daily Snapchatters aged 13+, in the US, Brazil, Spain, India, Mexico, UK, France, Germany, Italy, Netherlands, Norway, Saudi Arabia, UAE, Malaysia, Indonesia, Japan, and Australia about what matters most to them, how they are leading trends in the way they communicate, relate, shop, and entertain themselves. We found the number one reason they use Snapchat is to connect with friends and family.1 The pandemic has only made their relationships more important, and 70% report spending more time with their families.2
With a variety of digital communication tools at their fingertips, they’re not confined to traditional methods of communication. In fact, they’re 150% more likely than non-Snapchatters to communicate with pictures over words.3 Along with pictures, they embrace sharing memes, videos, and emojis to stay connected. 
They’re also embracing gaming as a new way to stay connected. Nearly 70% of Snapchatters say they like to play with friends and family, and 49% have even met new friends through playing video games,4 highlighting gaming as a unique social tool helping to bring people together. It’s not all fun and games though — more than half view gaming as a productive activity that actually helps them build new skills.5
Powerful Spenders
The Snapchat Generation represents a new kind of shopper, one willing to immerse themselves in stories and experiences, and use the latest tech to their advantage. As a group, Snapchatters hold a whopping $4.4 trillion in global spending power.6 They’re willing to outspend non-Snapchatters on common purchases across every retail and service category. They consider big and small brands in equal measure. 1 in 2 say they like to learn the backstory of brands and products they buy.7 And they’re 3X more likely than non-Snapchatters to say they’re using AR more than they did last year to try on products.8 Brands that craft compelling narratives and cutting-edge experiences can forge a strong connection with this generation. 
Driving Change with Social Platforms
With a mosaic of communication tools, the Snapchat Generation believes they can help change the world. Over half (53%) believe they have the power to make social changes and contribute to activist movements using social platforms.9 Their fierce dedication to activism extends beyond social platforms as they vote with their dollars by engaging with and purchasing from brands that support their values.
1 in 2 of the Snapchat Generation say they’re less likely to buy from a brand that chooses to promote the opposite side on social issues that matter to them. Because brand values are so important to them, they’re 1.2X more likely than non-Snapchatters to go out of their way to support brands they like.10
Understanding the Snapchat Generation’s Values
For the Snapchat Generation, inclusivity is key, making them a uniquely diverse group. 3 out of 4 Snapchatters view themselves as inclusive and are more likely than non-Snapchatters to say they and their friends are inclusive of different people, cultures and ideas. In the US alone, the Snapchat Generation is over 2X more likely to be Black, and almost 3X more likely to be Hispanic or Latinx than older generations.11
Creative expression is a top priority, and they express themselves through their musical taste, clothing, and physical and mental well being.12 In general, they feel pressured to grow up fast, as 60% of the Snapchat Generation feel that they’re expected to act like adults from a young age.13
A Future-Defining Force
In order to connect with this generation, brands need to find ways to show up authentically and establish their roles as activists by supporting and investing in meaningful causes. It’s on brands to think strategically about how to include the Snapchat Generation into their stories. As agents of change, this generation expects more from brands — they want them to be allies who join them as they change the world.
Click the links below to access the Snapchat Generation Regional Reports.
North America

Snapchat can help your small, medium or large business grow.

12021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: Thinking about the following digital spaces, which of the following feelings do you experience when you use each one?
22021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: Which of the following, if any, is true for you?
32021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: What portion of your digital communication includes images and media (e.g., emojis, photos, memes, video calls) versus text only (i.e., only words)? Please enter a percentage for each, your total must add up to 100%. If you do not communicate in one of these ways, please enter zero
42021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: How much do you agree or disagree with each of the statements below?
52021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: Please select one statement from each pair that you agree with more. 'Playing video games is a productive activity’ vs ‘Playing video games is a lazy activity’
62021 Global Cassandra Study commissioned by Snap Inc. | Base: Those with a monthly income N=12,710 respondents. Cumulative total of average by market. Spending power for the Snapchat Generation was calculated as follows: We obtained the average monthly income for each respondent. The sum of any expenses related to rent or mortgage, debt, insurance, medical expenses/healthcare, spending money given to others, and utilities was subtracted from this average monthly income. We then multiplied each respondent’s average monthly discretionary spending by 12 to obtain their average yearly discretionary spending and averaged these results within each country across the Snapchat Generation.
72021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: How much do you agree or disagree with each of the statements below? Completely/Somewhat Agree
82021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: Which of the following, if any, are true for you? Select all that apply.
92021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: Which of the following, if any, are true for you? Select all that apply.
102021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: How much do you agree or disagree with each of the statements below? Please select one response per row.
112021 Global Cassandra Study commissioned by Snap Inc. Base: Total N=27,006 respondents | Q: How much do you agree or disagree that the below statements apply to you and your friends? Q: How much do you agree or disagree with the statements below?
122021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: Which of the following are important parts of how you express your personality? Please select all that apply.
132021 Global Cassandra Study commissioned by Snap Inc. | Base: Total N=27,006 respondents | Q: How much do you agree or disagree with each of the statements below? Please select one response per row.