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Snapchat is far from the most popular social network in Germany. But Snapchat is becoming a daily habit among its users at a faster rate than any of the social network’s competitors.
In the latest of UM’s annual examinations of social media habits in Germany, nearly a quarter (24.3%) of Snapchat users surveyed in that country in November 2016 said they used that network daily, a 207% increase from 2015.
Snapchat’s gain was the largest by far among the social platforms respondents said they used daily, with the second fastest growing platform by that measure, Pinterest, up by a modest-by-comparison 91%. Pinterest is used by 7.8% of respondents.
Despite rapidly rising daily use, Snapchat still trailed most of its competitors as an everyday destination. By that measure, WhatsApp took top honors with nearly eight in 10 users polled (79.2%) using it daily, followed by Facebook with a nearly 60% daily usage rate.
Moreover, Snapchat use was low in general, with less than a quarter of respondents (23.4%) using it as of year’s end. The most popular platforms for general use were YouTube (93.5%), WhatsApp (84.8%) and Facebook (77.0%), UM found.
Snapchat did, however, have the second fastest rate of general adoption—growing 35% over 2015, according to this study. Only Pinterest, up 50% for the year, expanded its user base by a greater degree.
As in most markets, Snapchat adoption in Germany has been driven primarily by younger users. While around 30% of consumers ages 14 to 29 were Snapchat users in Q4 2016, according to a study by SevenOne Media, only 3% of consumers ages 30 or older could say the same.
As programmatic advertising matures, buyers and sellers no longer see it merely as a means of automating processes, but rather as an advanced method of controlling ad campaigns—and better targeting the audiences that come with them.
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