Snapchat’s bandwagon is frequently identified with millennials; the young adults and teens, campus students and high schoolers.
According to comScore, the American Web analytics company offering marketing analytics and data to many global enterprises, 71% of Snapchat users in the US fall within the 18-34 age bracket. “18” may sound as such a late teenage already. But you’ll be relieved to know that comScore’s survey takes no notice of anyone under the age of 18.
Not only that, a second voice from Bloomberg offers us some better insight. In this post, it is apparent that the video messaging app (Snapchat) is mainly populated with teenagers and young adults aged between 13 and 34.
Snapchat CEO Evan Spiegel offers that the app plays host to well over 60 percent of 13 to 34year-old American smartphone users.
This group is active in the service on a daily basis and together watch more than 2 billion videos every day! It becomes even more interesting if you break down this 13- 34 audience age group further.
Both Digiday and Snapchat agree on one thing from their statistics: the number of users diminishes as the age factor goes up.
The biggest majority of Snapchat users are therefore those aged between 13 and 17 years. Actually, they comprise half the total number of Snapchat’s global population. Then those who are aged between 18 to 24 years follow closely at approximately 31 percent. ComScore indicates that this number has recently gone up to 45 percent. But since this Internet researcher does not include persons below 18 years of age, we can only speculate that the younger population of users has similarly hit the roof.
Snapchat is the fastest growing mobile app today with their 2016 daily active number of users standing at approximately 100 million.
And your teenager is at the centre of this ballooning growth.
That Begs The Question, “Why Teens?”
We went out of our way and got hold of a few 14 and 15-year-olds to get their side of the story.
A good hunch: you may be surprised just as we were with some of the reasons they gave.
Here are a few that we had never thought of;
1. Snapchat is a bye to social pressure
Instagram is cool. So is Facebook. But there is a social voting system in either of them. That means you must post something that’s really cool so that you can attract likes and positive comments. Without either, the teenager’s ego will be shuttered.
Not on Snapchat! Here, no comments, no likes, just views which only you can see.
Anyone would get behind the idea that Snapchat has been designed with the teenager’s teething troubles in mind. You literally get all the fun without public display of where you slip. And if you do fall, there will be no evidence to remind you of it.
That’s the main thing about Snapchat.
It’s a way to share snaps (pictures and videos) that you control how long a friend can see- only up to 10 seconds. These friends can only open and view your snaps once, after which the snaps disappear- forever. On the public side, Snapchat features snap stories. You can post a snap to the ‘story’ section where all your friends can view them without restriction for 24 hours. Then they too disappear for good.
2. You control, choose and know who’s watching your snaps
One of the reasons why Facebook is losing fans to Snapchat is because they throw user’s privacy under the proverbial bus.
As The Washington Post puts it, “It’s hard to look cool when you’re hanging out with Mom and Dad”
Think about the ever increasing number of the adult population on Facebook- these are the moms and dads to these teens. How will the platform be a hip hangout spot on the Internet for these youngsters in the full glare of their own parents? All through high school or college, we all want to feel cool. Yet what is “cool” to a teenager may be reason enough for a stern reproach from the parent.
So what does the young lad do?
Privacy-minded ones keep the Facebook account as a dummy or completely kick themselves off the platform, pack up and dust off into a friendlier zone. Needless to say, among all the social media blocks today, there can be no better hideout than Snapchat. You don’t only know exactly who sees your post; you control them. That gives you confidence tenfold because the person that you want to see your post has to physically hold down your name to access what you share.
3. Snapchat is quick and easy to use
Most teens are party freaks. And they’ll be hanging out with other boys and girls. And for our young folks, who are just starting to identify more about themselves, a lot may often go down.
They would love to share just so everyone in their circles is aware they were having a good time.
As a few of our respondents put it, all they have to do is open the smartphone camera, snap a few photos or record a couple of videos in action and share them privately with people they want right away.
“It’s that simple,” they say, even your grandma could do it! They can even take advantage of the app to make their colleagues envious.
Add a few of the snaps to the story. All friends will view these snaps as many times as they want- in real-time.
4. Snapchat is Very Beautiful and Breathtaking
Go beyond Snapchat’s mere snapping and you’ll find amazing features with a rich mix of secret colours, enchanting visual filters and beautiful people to hang out with. No one wants to be alone somewhere else. A lot of these young lads rush into the video messaging app because it is the place where everyone is now.
In your not-so-millennial thinking, you may feel this is peer influence. Call it what you will, but it’s one of the main reasons we got from our teen friends. Some argue that Instagram is getting a little too old. Before any attempt to judge that argument, remember that teens tend to be bellwethers of all kinds of trends. They are early adopters as compared to older folk. Instagram has been there for longer than Snapchat, it’s just logical that they find it currently the hottest thing in the social media space.
The ephemeral nature of Snapchat also makes users constantly check it out. Content is shared in real-time, and everyone is frequently checking, and snapping, as a recent study by Defy Media now indicates.