College Students Say 'Cheese' via Snapchat - eMarketer

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College Students Say 'Cheese' via Snapchat

College students feel they have the most privacy on Snapchat, least on Facebook

August 27, 2014

Are college students snapping and sharing as they settle back into campus life? The answer is likely yes, based on July 2014 polling by Sumpto, which found that Snapchat was the big social network on campus.

Social Networks on Which US College Student Social Network Users Post Daily, July 2014 (% of respondents)

The study found that 70% of US college students ages 18 to 24 who used social networks posted disappearing photos on Snapchat at least once per day. Twitter landed in a distant second, at 46% of respondents, while just 11% posted to Facebook daily. Interestingly, sharing permanent pictures was far less common among college students, with just 10% using photo-sharing network Instagram on a daily basis.

Social Networks on Which US College Student Social Network Users Feel They Have the Most vs. Least Privacy, July 2014 (% of respondents)

A look at US college students’ trust in certain social networks gives some insight into why Snapchat and Facebook may sit on such opposite ends of the list. The largest percentage of respondents cited Snapchat as the social network on which they felt they had the most privacy, at 35%, compared with 20% for Facebook. Meanwhile, Facebook was far and away the least-trusted social network: 45% of college students felt they had the least privacy on the platform, vs. 11% who said the same for Snapchat.

However, results indicated that trust may not always matter. Despite low daily usage, Instagram ranked second among social networks where respondents felt they had the most privacy, while highly used Twitter actually landed in the last spot here. On top of that, just 7% of respondents said Instagram had the least privacy; 30% said the same about Twitter.

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