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Over the last five years, Snapchat has become one of the major social networks for young, mobile-first audiences, as well as a top destination for brands that want to connect with this audience directly. Millennials continue to make up the overwhelming majority of US Snapchat users, and research shows that they're highly engaged on the app when it comes to frequency and how much time they're spending with it.
Weekly Time Spent with Social Media and Devices Among US Mothers, by Demographic, Q3 2016 (hrs:mins)
Change/Expected Change in Time Spent Using Snapchat over the Past Year vs. Next Year According to US Snapchat Users, by Age, Nov 2016 (% of respondents in each group)
Demographics and User Metrics of US Mobile Messaging App Users, by Messaging Frequency, Sep 2016
Types of Messaging Apps Used by US Smartphone Owners, by Demographic, April 2016 (% of respondents in each group)
Smartphone Owners in the US and Select Countries in Western Europe Who Use Messaging Apps to Replace Paid Text Messaging vs. Voice Calls, by Demographic, Aug 2016 (% of respondents in each group)
US Hispanics 2016: Who They Are, What They're Doing on Digital and Ad Spending to Reach Them
11 Key Digital Trends for 2016: Our Predictions for What Will—and Won't—Happen Next Year
Marketers' Roundtable: How Snapchat Compares to TV as an Advertising Channel
AOL Sees Success with Snapchat Advertising to Millennials
Snapchat and Instagram's Young Audiences Rarely Notice Ads on Platforms
Most US Young Adults Watch Mobile Video on Facebook, YouTube Daily