It is well established that Snapchat is more popular with youth, but new data from comScore and CivicScience offer some updated figures detailing Snapchat’s popularity. According to comScore’s numbers, Snapchat infiltration is now at about half of 18- to 24-year-old smartphone users, up from less than one-third a year earlier and closing in on Instagram (54.6%). And while Snapchat’s popularity does tail off among older smartphone users, it has still been growing quickly.
Per comScore, 1 in 5 smartphone users aged 25-34 used Snapchat in June, with that being more than triple the percentage (6.3%) from a year earlier. Among smartphone owners 35 and older, Snapchat’s penetration stood at 7.6% in June, more than double the year earlier rate of 3%.
Not surprisingly, CivicScience’s poll shows a similarly young demographic. Among the 14% of survey respondents who claimed to use Snapchat, 71% were under 25-years-old, with a majority 43% between the ages of 18 and 24. Interestingly, the results of the survey indicated that Snapchat fans lean heavily female with just 31% being men.
The CivicScience study also looked at behavioral traits of Snapchat users, many of which ore consistent with traits commonly attributed to youth.
Compared to the general population, Snapchat fans are 86% more likely to say their friends and other contacts on social media influence the products they buy, fans are 89% more likely to often post comments on Facebook or Twitter while watching a show or movie, ad fans are 43% more likely to say they are “addicted” to their digital devices.