32 Demographics, Advertising & Usage Snapchat Statistics

by Nemanja Boskov
32 Demographics, Advertising & Usage Snapchat Statistics - Featured Image

The following Snapchat statistics help uncover the success behind one of the most original social media platforms of the 21st century. For those unaware, Snapchat was founded on the premise of short-term messaging: users can exchange messages that will eventually disappear. The market needed something like that, a platform to send confidential messages and captivating photos on, so the users came flooding in.

Here’s the list of facts and statistics that show how, with a lot of creativity and commitment, a simple idea can evolve into one of the most popular mobile apps in the world:

10 Key Snapchat Statistics and Facts

  • Snapchat has 203 million daily active users.
  • Snapchat has 310.7 million monthly active users.
  • 24% of US adults have used Snapchat.
  • 77% of US college students use Snapchat daily.
  • The average time spent on Snapchat is 30 minutes per day.
  • Snapchat had $388 million in revenue during 2019’s Q2.
  • Sponsored Lenses can cost up to $750,000 per day.
  • Taco Bell’s Cinco de Mayo celebration Lens attracted 224 million views in 24 hours.
  • The longest Snapchat Streak is 1,501 days.
  • 12,000 photos are shared every hour on Snapchat, and the majority of them are selfies.

How Many People Use Snapchat?

32 Demographics, Advertising & Usage Snapchat Statistics - How Many People Use Snapchat

1. Snapchat had 46 million daily active users in 2014.

(Statista)

Just two years after being released, Snapchat had already amassed 46 million daily active users. Just three months later, that number rose to 57 million. By the start of the first quarter of 2015, 80 million people from around the world visited Snapchat on a daily basis.

2. Snapchat lost 2.6% of its active users in 2018.

(Digiday)

Snapchat started last year on a high note, with 191 million active users. However, the number of Snapchat monthly active users in 2018 reduced significantly. The same applied to daily active users, whose number lowered to 186 million.

3. Snapchat has 203 million daily active users in 2019.

(Statista)

Luckily for the company, recovery began in 2019. Snapchat reported having 190 million active users during the first quarter, while growth of more than 10% was reported in the second quarter of the year.

4. Snapchat has 310.7 million monthly active users.

(Omnicore)

According to data from July 2019, 310.7 million people visit Snapchat at least once a month. According to this, and the Snapchat stats that follow, those saying that Snapchat is dying are simply wrong.

5. Snapchat reaches 53.4% of the US mobile audience.

(Smart Insights)

When it comes to mobile app reach in the US, Google Maps is the undisputed champion with a reach of 64.5%. Snapchat follows the top apps closely, reaching 53.4% of US smartphone users.

6. 46% of Snapchat users open the app multiple times per day.

(Pew Research Center)

When it comes to Snapchat users, the number of visits the app gets on average proves that Snapchat isn’t far behind other major social networks. 46% of its users open the app multiple times a day, 15% of them access it daily, while the rest are not as devoted. For comparison, 51% of Facebook users access the site multiple times in a day, 23% do so once a day, while the rest are on the site less often.

Snapchat Demographics

32 Demographics, Advertising & Usage Snapchat Statistics - Snapchat Demographics

7. 12% of Snapchat users are males aged 13–17.

(Statista)

Younger generations between the ages of 13 and 24 account for 58.3% of Snapchat’s audience. 12% of all users are males aged 13–17, while 6.4% of Snapchat users are females belonging to the same age group. 13% of the Snapchat population is males between the ages of 18 and 20, and 8% of the population consists of females from the same age group. 11% of the audience is male and aged 21–24, while 7.9% of Snapchat users are females of this age. 

8. 10% of Snapchat users are females aged 25–34.

(Statista)

Snapchat usage statistics show that the rest of this platform’s audience consists mostly of males, as well. 10% of users are females aged 25–34, while males of the same age group account for 14% of all users. For users over the age of 35, women account for 5.7% of the total Snapchat audience, while men account for 12%.

9. 40.88% of the platform’s daily active users are from North America.

(Statista)

The majority of Snapchat users are from North America. Snapchat account stats show that 83 million daily active users come from North America, while 64 million are from Europe. This means that just 56 million users come from other parts of the world.

10. 24% of US adults are on Snapchat.

(Pew Research Center, Statista)

While Snapchat isn’t nearly as popular as certain other platforms among US internet users, it still manages to attract close to a quarter of all US adults. For comparison, 73% of US adults who use the internet are on YouTube, which gets 1.9 billion logins monthly, 69% use Facebook, and 37% are on Instagram. Data on Snapchat user demographics points out that 97.55 million of their audience is from the US.

11. 29% of Hispanic Americans who use online platforms or messaging apps are on Snapchat.

(Pew Research Center)

All ethnicities enjoy Snapchat in similar percentages, statistics show. 28% of black US adults who are on social media use Snapchat, while 22% of white Americans use the app.

12. 10% of Snapchat users are from France.

(Statista)

France seems to be the second-largest market for Snapchat. 20.3 million users come from this European country. The use of Snapchat is also prominent in the United Kingdom, where 18.15 million people use the app, according to July 2019 data. Sorting Snapchat users by country, we can see that Brazil, Saudi Arabia, India, Mexico, and Germany all have more than 10 million app users.

13. The average user spends 30 minutes per day on Snapchat.

(Variety)

With the average time spent in-app amounting to 30 minutes per user, Snapchat visitors are able to create more than 3 billion Snaps in a single day.

14. An average user under the age of 25 spends even more time on Snapchat.

(Omnicore)

Those under the age of 25 are more likely to dedicate their time to Snapchat. Statistics show that they spend an average of 40 minutes per day in the app. The prominence of Snapchat usage among this demographic is best shown by the fact that 71% of users aged 18–24 open the app multiple times a day.

15. 77% of US college students access Snapchat daily.

(Mashable)

More than three-quarters of college students are on Snapchat at least once a day, according to a survey that included 1,600 students from around the country. The same survey found that the majority of the Snaps they exchange are selfies.

16. 50% of college students would open a Snap from a brand they’re unfamiliar with.

(Mashable)

Snapchat stats such as this one heavily indicate that Snapchat is the place to be for advertisers. In addition to half of them opening Snaps from unknown brands, 73% of college students say that they are happy to open a Snap from a brand they’ve heard of. 70% of them are likely to add a brand as a friend if they follow it on another social media platform, such as Facebook or Twitter.

Snapchat Advertising Statistics and Facts

32 Demographics, Advertising & Usage Snapchat Statistics - Snapchat Advertising Statistics and Facts

17. Snapchat earns $1.40 per user.

(Variety)

In 2018, Snapchat was earning $1.05 per user. Data from the second quarter of this year shows a significant improvement; the company now averages $1.40 per user.

18. Snapchat exceeded expectations and earned $388 million in 2019’s second quarter.

(Business Insider)

At the end of 2019’s first quarter, Snapchat projected revenue of around $360 million for the following quarter. However, the projections were exceeded, and the company saw a 48% year-on-year increase in revenue.

19. Just $2 million of Snapchat’s revenue isn’t from advertising.

(Variety)

Despite how many Snapchat users are there on the site every day, not many are buying their products. The company managed to sell just $2 million worth of their own products, making the new iteration of their Spectacles a swing and a miss—or as they put it, “a valuable opportunity to learn based on customer feedback.”

20. Snapchat still lost $262 million during 2019’s second quarter.

(Variety)

Due to insanely high running costs, Snapchat keeps losing money, even though their revenue can be considered a jackpot in some circles. Snapchat growth is still evident: compared to the same period last year, when they lost $353 million, the company is doing more than okay in 2019.

21. More than 60% of Snap Ads are seen with the sound on.

(Snapchat)

Investing in a proper advertisement that includes video and audio elements is not only more engaging, but it can be more effective on platforms such as Snapchat. Close to two-thirds of all ads on Snapchat are viewed with the sound on.

22. By 2020, advertisers will be spending over $196 billion per year on Snapchat’s mobile advertising.

(Snapchat)

A bold prediction—based on the market, as well as recent facts about Snapchat—has been circulating on the internet. The total advertising expenditure for next year is expected to exceed $767 billion. A decent chunk of that money will very likely go toward mobile ads. With the growth Snapchat has seen in recent years, advertising on this social platform has the potential to exceed some of the top competitors,  including Facebook, the social media giant that 90% of users access through their mobile device.

23. Sponsored Lenses can get quite costly.

(Business Insider)

Innovation isn’t a common thing in the world of advertising. However, Snapchat made a breakthrough with their implementation of Sponsored Lenses. Snapchat statistics from 2018 show that brands pay anywhere between $100,000 and $750,000 for special edition Lenses (holidays and events) that last for just 24 hours. Even though it’s expensive, this form of advertising increases engagement massively.

24. Taco Bell’s Snapchat Lens had 224 million views in a single day.

(Adweek)

During their Cinco de Mayo promo campaign, Taco Bell decided to spare no expense and spent a ton of money on a Sponsored Lens. What they didn’t expect was to create the most viewed Lens of all time: Snapchat stats show that the ad ended up reaching 224 million views in just 24 hours, with an average view time of 24 seconds.

25. 41% of US teens consider Snapchat the most important social network.

(Statista)

According to a survey from spring 2019, 41% of teenagers in the US list Snapchat as their primary and most important social network. 35% of those surveyed said that Instagram was their preferred platform. This information is important for those looking to advertise their products or services, as the younger audience is commonly their target audience.

26. My Snapchat stats are a great way to learn about your audience.

(Snapchat)

Advertisers can have a hard time deciding whether their time and money are perhaps better spent elsewhere. This is why most social platforms offer some form of analytic tools. For Snapchat, that tool is called Insights, though it’s primarily considered a source of valuable statistics. The tool enables advertisers to see real-time data on age, gender, and other necessary viewer information, as well as follow their story views, view time, and reach.

Interesting Facts About Snapchat

32 Demographics, Advertising & Usage Snapchat Statistics - Interesting Facts About Snapchat

27. Snapchat sold 2.3% of its shares to a Saudi prince in 2018.

(Tech Crunch, The Verge)

The Saudi royal family became a Snapchat shareholder last year when Prince Al-Waleed Talal purchased a 2.3% stake in the company for $250 million. This was widely regarded as a strange move, especially considering that Saudi Arabia lifted its ban on Snapchat less than a year prior.

28. Snap Originals reached more than 10 million users during 2019’s Q2.

(Variety)

Snap Originals, Snapchat’s attempt to jump on the online viewing platform bandwagon, is another project that can be considered a miss. The latest Snapchat statistics, however, show signs of improvement. During Q1 2019, just 7 million users saw Snap’s original video shows. In Q2, the situation got a little better, with Snap Originals reaching around 5% of the platform’s audience.

29. Snapchat had a 10% increase in new user retention in 2019’s Q2.

(Variety)

Thanks to their Android app redesign, Snapchat saw significant retention rate growth among users who opened the app for the first time.

30. Snapchat has 2,884 employees.

(Zephoria)

Snapchat statistics show that the company’s largest expenses are payroll and cloud server storage. Considering how many employees Snapchat has, and how much they’re paying Amazon AWS and Google Cloud (storage services run them $125–$150 million per year), it’s surprising they’ve stayed at the top of the game for so long.

31. The longest Snapchat streak is 1,621 days.

(Techjunkie)

In order to keep a streak going, two Snapchat users need to message each other at least once in 24 hours. As of September 2019, Luke and Alex are the record holders, with a streak that exceeds 1,600 days. Snapchat facts such as this one change daily, so who knows who will be at the top by the end of the year.

32. It would take a person 10 years to see all the Snapchat photos shared in a one-hour period.

(Omnicore)

Considering that over 20,000 photos are shared every hour on Snapchat, it would take a long time for us to view them all. Some guesstimates show that 10,000 hours is the period needed to master a new skill, such as a musical instrument, a trade, or a programming language, so our time might be better spent elsewhere.

Conclusion

The Snapchat statistics listed above show us that even those with the best ideas can sometimes come up with terrible ones. Snapchat’s creators have had a ton of hits, but even more misses during the eight years they’ve been on the market.

Their story teaches us that it’s not the end of the world if we fail, as long as we stand up afterward and keep swinging.

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