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Younger Users Flock to Snapchat in the UK

Snapchat will overtake Facebook among UK 18-24-year-olds this year

London, 27 August 2018: Snapchat will have a larger user base among UK adults ages 18 to 24 than Facebook in 2018, according to eMarketer’s latest forecast on social network usage.*


The number of Snapchat users in the UK will reach 16.2 million this year, of which 5.0 million (or nearly 31%) will be between 18 and 24. By comparison, the number of UK Facebook users ages 18 to 24 will total 4.5 million, down 1.8% over 2017. Instagram will have 4.2 million users in this cohort, and 2.6 million will use Twitter. While Facebook-owned Instagram is growing its younger user base, our forecast indicates Snapchat will retain the upper hand in that category in the coming years.

Facebook is still adding monthly users overall, but older age groups are mainly responsible for this. Overall, there will be 32.7 million Facebook users in the UK this year, up 2.0% over 2017.

eMarketer’s forecast also shows that mobile Facebook user growth has started to level off, suggesting that many younger social network users are forgoing Facebook altogether in favor of more appealing mobile-first alternatives. “These so-called Facebook-nevers are eating into Facebook’s user growth significantly,” eMarketer senior analyst Bill Fisher said. “And while the media giant’s Instagram purchase looks to have been a shrewd move in as much that it’s picking up Younger agusome of that young user base, it’s struggling to hold onto the coattails of Snapchat among these cohorts.” 


*eMarketer Definition of Social Network USers

eMarketer defines a social network user as someone who accesses their account at least once per month. See attachment for a detailed explanation of eMarketer’s methodology for Monthly Active Users (MAUs).


eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

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Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy.eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research including; forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.


For more information, contact:

Sheelagh Doyle
Senior PR Director, EMEA/APAC
+44 (0) 203 289 6954

Posted on August 27, 2018.