Meet the Snapchat Generation

They're a global collective of trendsetters leading the way in how culture, commerce, and conversations unfold around the world. Discover what matters most to this unique generation and how you can put your brand front and center.

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Hear why brands are interested in capturing the attention of this growing generation

Identity

“We are more open and less restrictive or traditional [than previous generations]. We are less close-minded and more open to different ways of doing things.”

Abdulrahman, Male, 25, Saudi Arabia

United States - 53% feel “being true to who I am” has become even more important to them since before the pandemic – (Snapchat Generation)

Saudi Arabia - 86% agree “I focus on using apps that feel like positive environments” – (Snapchat Generation)

United Arab Emirates - 56% feel “being true to who I am” has become even more important to them since before the pandemic – (Snapchat Generation)

Communication

”The filters and lenses on Snapchat are my friends and I’s favorite thing to send each other if we want to cheer each other up or just make each other laugh.”

Sophia, Female, 15, Australia

Australia - 93% have used some form of visual communication when messaging friends – (Snapchat Generation)

Italy - More than 3 in 5 Snapchatters use visual communication to get a more personal connection – (Snapchat Generation)

Canada - Nearly 60% of Snapchatters say AR experiences feel more personal – (Snapchat Generation)

Commerce

“I usually interact with brands on Snapchat when my friend is talking about a particular brand. If I see a brand recommendation on my friend’s personal story, I’m more likely to buy it.”

Halle, 22, Female, USA

United States - 90% of Snapchatters are interested in using AR to try on makeup or clothes – (Snapchat Generation)

Brazil - Snapchatters are 1.8x more likely than Non-Snapchatters to have already used AR to try on makeup or clothes – (Snapchat Generation)

Denmark - 93% of Snapchatters are interested in using AR for shopping, and Snapchat is the #1 platform where users enjoy sharing purchases they love or when shopping – (Snapchat Generation)

Connection

"When I open Snapchat, I know one of my friends’ Snaps is going to make me smile!"

Saphira, 19, Female, Netherlands

Germany - Nearly 1 in 2 of Snapchatters now feel it is more important for brands to build connections with them – (Snapchat Generation)

Netherlands - Nearly 70% of Snapchatters who are digitally interacting with brands more now than before the pandemic – (Snapchat Generation)

Spain - 80% of Snapchatters value taking action for the collective good – (Snapchat Generation)

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¹2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: USA Snapchatters N = 500 | Q: How, if at all, has the importance of these values changed for you since before the pandemic?

²2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Saudi Arabia Snapchatters N = 519, Non-Snapchatters N = 377 | Q: Please tell us the extent to which you agree or disagree with the following statements about your feelings and emotions.

³2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: UAE Snapchatters N = 503 | Q: How, if at all, has the importance of these values changed for you since before the pandemic?

⁴2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Australia Snapchatters N = 504 | Q: Thinking about all apps you use, which of the following things relating to visual messages (e.g. pictures, videos, filters / lenses, emojis / bitmojis) have you ever done? (NET of all codes)

⁵2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Italy Snapchatters N = 500 | Q: Why do you like sharing / receiving visual messages (e.g. pictures, videos, filters / lenses, emojis / bitmojis) on apps? (NET: feel more personal, make it easier to build stronger connections / relationships, help me to feel more involved in my friends’ lives, even if I'm not there)

⁶2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Canada Snapchatters N = 500 | Q: How much do you agree with the following statements about Augmented Reality (AR) in general?

⁷2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: USA Snapchatters N = 500, Non-Snapchatters N = 501 | Q: Augmented Reality (AR) can provide many experiences. Thinking about what you can do with AR both now and in the future, how interested are you in each of the following? (NET: See how clothes or accessories look / fit, “Try on” makeup or beauty products) | Q: ...and which of these AR experiences have you already done? (NET: same as previous question)

⁸2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Brazil Snapchatters N = 500, Non-Snapchatters N = 837 | Q: Augmented Reality (AR) can provide many experiences. Thinking about what you can do with AR both now and in the future, how interested are you in each of the following? (NET: See how clothes or accessories look / fit, “Try on” makeup or beauty products) | Q: ...and which of these AR experiences have you already done? (NET: same as previous question)

⁹2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Germany Daily Snapchatters = 500 Daily TikTok = 441 Daily Instagram = 545 Daily Facebook = 434 Daily Messenger = 286 Daily Whatsapp = 612 Daily Twitter = 250 | Q: Which of the following moments do you enjoy sharing or celebrating on each app? (NET: When I’ve bought something I love, When I’m shopping)

¹⁰2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Germany Snapchatters N = 500,, Snapchatters who interact with brands digitally before buying from them N = 1,906 | Q: Now thinking more generally - compared to before the pandemic, which of the following have become more important to you when choosing brands to purchase products from? (NET: Makes me feel like I’m part of a community (e.g. through in-person events or a platform built around sharing ideas and reviews), Makes me feel like I’m making a difference in helping them grow, Incorporates my feedback / lets me have a say in the products they create, Helps me live up to my values)

¹¹2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Netherlands Snapchatters N = 500 | Q: Compared to before the pandemic, which of the following do you plan to do more of in the future (assuming there are no travel restrictions in place)? (NET: Going out and meeting new people, Hanging out with my family, Attending in-person events)

¹²2022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Spain Snapchatters N = 501 | Q: Which of these are important to you? Please select all that apply. (NET: Reducing my environmental impact, Speaking up about social / political issues, Supporting my community and taking time to help others around me, Being open to learning from others and respecting different cultures) | Q: What are the reasons why you’d want to use AR for shopping? | Q: How, if at all, has the importance of these values changed for you since before the pandemic?