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Snapchat's Audience Is Teen-y

Usage of the disappearing photo-sharing app is still low in the US

October 21, 2014 | Demographics | Mobile | Social Media

Snapchat ran its first advertisement this past weekend. So, who’s been using the service? According to July 2014 polling by NuVoodoo, teenagers are the platform’s biggest fans.

Social Networks Used by US Internet Users, by Age, July 2014 (% of respondents in each group)

Among 14-to-17-year-old US internet users surveyed, 36.8% said they used Snapchat at least weekly. Meanwhile, 18- to 34-year-olds trailed by nearly 16 percentage points, and a mere 4.2% of those ages 35 to 54 smiled, snapped and sent. In all, the total percentage of internet users who said they accessed Snapchat once a week or more came in at just 14.2%—so to say teens overindex in usage is a big understatement.

Q2 2014 research by GlobalWebIndex found similar results. While just 14% of US mobile internet users ages 16 to 64 said they had accessed Snapchat in the past month, a far higher 42% of the teens in that group (16- to 19-year-olds) reported doing so.

And of course, when teens are taken out of the picture, the percentage drops even more: A September 2014 study by Raymond James found just 11% of US adult internet users actively used Snapchat.

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