Data pick of the day: Snapchat audience is getting older
Snapchat has long been synonymous with teens and young users, enjoying consistently strong growth among 16-24s. But the latest data from GlobalWebIndex shows that Snapchat now appears to be catching on with older age groups too.
Throughout 2015, GWI’s data showed that well over half of Snapchat’s adult users were from the all-important 16-24 demographic. Q1 2016 was the first time that this fell below 50 per cent and it’s dropped even further in GWI’s latest research to just over four in ten. Simultaneously, the older age groups, and 25-44s in particular, are accounting for an ever-bigger share of its audience.
Although the service continues to add users in all age brackets, it’s the 25-34 and 35-44 groups which are now growing at the fastest rate.
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