News flash, teens: Your parents are getting the hang of
Snapchat.
A new report from comScore reveals that the ephemeral
messaging app isn't just for teens and college students anymore. The market
research firm says that Snapchat has been "rapidly growing its user
base" among older millennials (that would be 25- to 34-year-olds), and
even the over-35 set, as of late.
Case in point: Three years ago, just 5 percent of smartphone
users between 25 and 34 used Snapchat, and just 2 percent of those 35 and older
did. Now, penetration among these age demographics has grown to 38 percent and
14 percent, respectively.
Nearing 15 to 20 percent penetration among users 35 and
older is a huge deal. Reaching "critical mass" within that particular
audience segment could eventually propel the app "to much greater
heights," comScore said.
Meanwhile, this influx of oldies has not deterred the app's
younger users. ComScore said penetration among those 18 to 24 grew to an
"all-time high" of 69 percent in April, up from 24 percent three
years earlier. For more, check out the chart below.
According to comScore, Snapchat's growth in recent years has
been "fueled" by several innovative features, including
"Stories," which lets you share snaps with all of your friends at
once, and, of course, all those fun face "Lenses" the app refreshes
often (think barfing rainbows, puppy dog ears, and flower crowns).
"This has been one of the keys to Snapchat's success:
equipping users with the tools to create engaging content, which produces more
content for others in the network to consume," comScore wrote. "And
the more available content, the more potential it has to appeal to a broader
audience with a wider array of interests."
Last month, Bloomberg reported that 150 million people now
use Snapchat every day, up from 110 million in December and more than Twitter's
estimated 140 million daily active users.
Not surprisingly, all those extra eyeballs mean potential
revenue for the start-up, which recently placed ads in between Stories for the
first time.
Source:
pcmag.com
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