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Business
26 août 2022
26 août 2022

2021: An opportunity for Snapchatters to start fresh

New findings reveal how the Snapchat Generation feels about bidding “adieu” to 2020 and their hopes and plans for the year ahead.
Hope, with Reservations 
Members of the Snapchat Generation are more than happy to leave 2020 in the rearview mirror. “Relieved” was a top word Snapchatters around the world used to describe the end of the year, followed by “happy.”1 “Bye, 2020” was also in heavy rotation as Snapchatters set their sights on 2021.2 Most Snapchatters agree that 2021 will be a better year than 2020,3 but they’re also “anxious” about the year ahead.4 While about a third agree that 2021 offers an opportunity for a “fresh start,” two-thirds either aren’t sure or don’t see the change in the calendar necessarily as a chance for a reset.5 
Resolutions for the New Year 
As the year drew to a close, many Snapchatters started thinking about the changes they wanted to make in 2021. “Resolutions” was the fourth trending term on Snap for the week prior to January 4, behind “Years Everyone,” “Started 2021,” and “Stimmy” — a reference to stimulus checks in the US.6 About 4 out of 10 Snapchatters say they make New Year's resolutions, highest in Mexico (63%).7 About 4 out of 10 report making their goals for the year now, while the rest either don’t make goals or are planning on setting their goals later in the year.8 Wellness is a top priority for 2021, with Snapchatters citing exercising more and eating healthier as their top goals, followed by practicing mindfulness.9 Making new friends and meeting more people, taking up a new hobby, and learning something new round out the list of Snapchatters’ intentions for the new year.10  
Plans for the Future 
Along with new resolutions, Snapchatters are hoping for a return to normalcy in 2021. Travel, movies,11 and dining out12 might be the categories best poised to benefit from pent-up demand coming out of the pandemic — these activities top the list of what Snapchatters say they’re looking forward to most in the new year. 67% of Snapchatters in the US are looking forward to traveling, followed by going to the movies (55%)13 and dining out (52%).14 The desire to travel is highest in Spain, with 84% of Snapchatters itching to switch up their scenery.15 Social gatherings are also top of mind, as six out of ten Snapchatters around the globe say they’re looking forward to seeing their family and friends in-person.16 The pandemic has sparked a new appreciation for community and spending quality time with loved ones among Snapchatters, and this deep need for connection will likely be a defining characteristic of the generation for years to come.17
The Vaccine
A key event for 2021 will be the emergence, acceptance, and administration of a COVID-19 vaccine. Overwhelmingly, Snapchatters around the globe state that they are looking forward to having a vaccine available for COVID-19.18
While we don’t know exactly what the new year will bring, Snapchatters are approaching 2021 with measured optimism, purpose, and hope for the future. Providing opportunities for this generation to entertain and engage with one another will be key as they close the door on 2020 and set their sights on a return to normalcy.

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1Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Thanks for taking this survey! We have a few questions for you about the year ahead. Which one word best describes how you feel about 2020 coming to an end?"; US=575, BR=290, NL=590, NO=523, JP=143, ID=374, FR=562, MX=377, DE=556, IN=528, UK=552, AU=565, ES=228, MY=446, IT=434, KSA=577, UAE=575
2Snap Inc. Internal Global Snapchat Caption and Search Data, December 30, 2020 - January 2, 2021
3Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How much do you agree that 2021 is going to be a better year than 2020?"; US=548, BR=284, NL= 554, NO=515, JP= 133, ID=370, FR=534, MX=369, DE=527, IN=507, UK=531, AU=544, ES=220, MY=430, IT=424, KSA=550, UAE=541
4Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Thanks for taking this survey! We have a few questions for you about the year ahead. Which one word best describes how you feel about 2020 coming to an end?"; US=575, BR=290, NL=590, NO=523, JP=143, ID=374, FR=562, MX=377, DE=556, IN=528, UK=552, AU=565, ES=228, MY=446, IT=434, KSA=577, UAE=575
5Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Many think of the New Year as an opportunity for a “fresh start.” Do you feel that January 1, 2021 will provide you with a fresh start?"; US=561, BR=288, NL=579, NO=517, JP=140, ID=368, FR=551, MX=376, DE=541, IN=518, UK=544, AU=553, ES=224, MY=439, IT=426, KSA=563, UAE=555
6Snap Inc. Internal Global Snapchat Caption and Search Data, December 28, 2020 - January 3, 2021
7Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Are you planning on making any New Year’s resolutions?"; US=509, BR=275, NL=517, NO=501, JP=125, ID=364, FR=497, MX=355, DE=479, IN=471, UK=503, AU=485, ES=208, MY=421, IT=393, KSA=500, UAE=501
8Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which do you agree with more when it comes to making goals for 2021?"; US=497, BR=275, NL=513, NO=498, JP=124, ID=359, FR=491, MX=352, DE=472, IN=466, UK=495, AU=480, ES=207, MY=416, IT=386, KSA=493, UAE=500
9Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "In 2021, I am planning to..."; US=495, BR=275, NL=511, NO=497, JP=123, ID=359, FR=489, MX=352, DE=475, IN=466, UK=494, AU=478, ES=205, MY=415, IT=380, KSA=491, UAE=499
10Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "In 2021, I am planning to..."; US=495, BR=275, NL=511, NO=493, JP=123, ID=359, FR=479, MX=352, DE=475, IN=466, UK=494, AU=472, ES=205, MY=415, IT=380, KSA=491, UAE=499
11Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "In 2021, I am looking forward to..."; US=516, BR=280, NL=528, NO=506, JP=126, ID=366, FR=502, MX=355, DE=481, IN=480, UK=513, AU=498, ES=213, MY=424, IT=398, KSA=507, UAE=510
12Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "In 2021, I am looking forward to..."; US=516, BR=280, NL=528, NO=506, JP=126, ID=366, FR=502, MX=356, DE=489, IN=480, UK=513, AU=498, ES=213, MY=424, IT=398, KSA=507, UAE=510
13Snap Inc. survey of US Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "In 2021, I am looking forward to..."; 516 respondents
14Snap Inc. survey of US Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "In 2021, I am looking forward to..."; 516 respondents
15Snap Inc. survey of ES Snapchat users December 23 - January 03, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "In 2021, I am looking forward to..."; 213 respondents
16Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "In 2021, I am looking forward to..."; US=516, BR=280, NL=528, NO=506, JP=126, ID=366, FR=502, MX=356, DE=489, IN=480, UK=513, AU=498, ES=213, MY=424, IT=398, KSA=507, UAE=510
172021 Cassandra Research, "Say Hello to the Snapchat Generation," commissioned by Snap Inc.
18Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users December 20 - January 04, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How much do you agree with the following statement: In 2021, I am looking forward to having a vaccine available for Covid-19."; US=529, BR=282, NL=539, NO=509, JP=131, ID=367, FR=510, MX=363, DE=502, IN=490, UK=522, AU=526, ES=212, MY=427, IT=411, KSA=524, UAE=522