Snapchat Statistics 2018: The Facts Behind the Success
Even though we might not be willing to admit it, we are creatures driven by the desire to appear more successful than our peers. This fact has lead to the rapid rise of numerous apps that enable us in our vanity, one on the list being Snapchat. Snapchat statistics show that its rise has no intention of slowing down.
Snapchat was first introduced as a picture and message sharing platform, with its main selling point being the fact that everything you share disappears after a period of time. With time, the app evolved into a full-on social network that millions of people use daily.
For those interested in learning more about this media platform, here is a list of 60 interesting Snapchat stats:
Snapchat General Stats and Facts
1. Snapchat founders have failed 34 times before creating Snapchat.
Success doesn’t come easy, and Evan Spiegel and Bobby Murphy, the founders of Snapchat, can testify to that. The two of them failed on 34 other projects before hitting it big with Snapchat.
2. Snapchat was introduced as an iOS-only app and called Picaboo.
The start was rough for Snapchat, or Picaboo as it was first known. It was presented as the group’s project at Stanford, where their peers scrutinized the concept of self-deleting messages and found it redundant. Luckily for the two of them, the market and the general public thought differently.
3. The inspiration for Snapchat was born when Spiegel and Murphy’s friend regretted having posted a photo.
Interesting facts about Snapchat start at the company’s very beginning. While at Stanford, Spiegel and Murphy’s fraternity brother, Reggie Brown, mentioned having regrets about sending a photo. He also, supposedly, said that he wished there was an app that automatically deletes sent photos after a while. This is how Snapchat came to be. Spiegel and Murphy took on the CEO and CTO roles, with Brown as the chief marketing officer.
4. Snapchat paid its third co-founder (Reggie Brown) $158M in cash to disappear.
Back in 2014, Spiegel and Murphy were sued by their third partner Reggie Brown, after he was denied an equal stake in the company and basically forced out. After filing a lawsuit against his two former partners, Brown agreed to settle for $158M in cash, denying him the entry to the billionaire club with his former colleagues.
5. The mascot on the logo of Snapchat known as “Ghostface Chillah” was Brown’s idea, too.
Inspired by Wu-Tang Clan’s’ Ghostface Killah, Brown named their new, ghost emoji logo Ghostface Chillah. Even though Ghostface Chillah is cool, you’ll never find him on the Staten Island rapping with Method Man and Inspectah Deck.
6. Snapchat took $825M in revenue in 2017.
Snapchat has taken a slight dip in revenue during the last two quarters. However, the things seem to be improving, and the company appears to be on track to beat the last year’s numbers. Snapchat growth in the previous years was so immense that they could have easily taken a hit this year, with no severe consequences.
7. Snapchat’s average revenue per user is $1.53.
As per official government data, Snapchat made $1.53 per user, last year. With the number of companies advertising on the platform, the new unskippable ad feature, and the number of users there is to see their ads, that number is expected to more than triple this year.
8. Snapchat has 3,069 employees.
Snapchat facts also include some not so happy ones. As of the end of 2017, Snapchat had employed 3,069 people. The reports for this year are likely to show a decrease in the number of employees, as the company recently had to let more than 100 members of their staff go.
9. There is an app for kids under the age of 13 named SnapKidz.
For those who haven’t yet entered their teens, there is a special feature in the app called SnapKidz where they can take photos and add captions to them, as well as draw images. Due to the age of users, there is no option to share images or videos with SnapKidz.
10. Google was interested in buying Snap for at least $30B in 2016/17.
In early 2016, rumors started spreading about Google’s offer to buy Snap for $30B. Sources from within both companies confirmed these rumors, and Snap’s regrets about not taking the deal, as it was later evaluated at a lower price. Considering the unstable state of the market, it may prove to be a mistake on Snap’s part not to take the deal. Snapchat account stats show an impaired rise in the number of new accounts, as well as a slight decrease in the number of daily visits.
11. Snapchat’s founders are worth around $4B; more than what Facebook offered for the company 5 years ago.
Back in 2013, the founders of Snapchat were offered $3B for the company by Facebook. They declined the offer, and made one of the best decisions of their lives, as each of their stakes in the company was valued at $4B once the company went public. The company received a $24B valuation, the second largest IPO ever in the U.S. According to the most recent Snapchat stats, the value of the company has been on a steady rise ever since.
12. Evan Spiegel, Snapchat CEO, was the youngest billionaire in the world in 2015.
Back in 2015, after the IPO for Snapchat was released, one of the founders proudly gained the title of the world’s youngest billionaire. Holding around 18% of Snap’s shares, Spiegel is still near the top when it comes to young billionaires, holding the 4th place at the age of 27.
13. Snapchat’s shares were worth $12.34 on 14 August 2018.
After reaching their peak on 16 February this year, at $19.84, Snapchat’s shares have been on a slow and steady decline. On 14 August, they were at $12.34, and they have dropped below the $10 mark since.
14. Snapchat is the 6th most popular app in the US.
Ranked by the number of monthly users, Snapchat is the 6th most popular app, trailing behind Pinterest, Twitter, Facebook Messenger, Instagram, and Facebook. In case this doesn’t clear out how many people use Snapchat, the answer is nearly 200 million daily.
15. The longest Snapchat streak is 1,120 snaps.
Snapchat streaks are one of those things that make no sense, yet are so much fun. The idea is simple; two friends snap each other every 24 hours and try to keep the streak going for as long as possible. You get special flairs starting from day 3, and these flairs are some of the most treasured items a Snapchatter can hold.
16. Snapchat videos get more than 10B daily views.
Talk about fascinating Snapchat facts! With the amount of puppy-eared videos people have posted in the last few years on Snapchat, it is no wonder that this number of views is achieved daily. Smart glasses with a camera, named Spectacles, were released last year by Snap Inc, with the goal to increase the number of videos on Snapchat. However, the product sold just over 200,000 units and was considered a failure.
17. With 28.7% reach in May 2018, Snapchat was ranked as second most used mobile messaging app.
Whatsapp, Viber, Skype, and numerous other apps are available to us for free messaging. Snapchat was the second most popular one in May 2018, just behind the Facebook Messenger, proving once again how even short-term storage can catch up with the conventional messaging. With nearly 200 million Snapchat active monthly users, 2018 is looking to be a good year for the company.
18. Snapchat was the preferred social network for 45% of US teens in 2018.
In the spring of 2018, teens in America were canvassed about their social media preferences. 45% of them said that their preferred one is Snapchat, while 26% listed Instagram as their second choice. Twitter, Facebook, and Pinterest followed, with 9%, 8%, and 1% of U.S. teens using them as their primary media.
19. Snapchat lost 3M daily active users in Q2, 2018.
Snapchat witnessed a loss of 3 million active users at the start of the second quarter of this year. However, despite the loss of users, the company reported an increase in revenue. Recent Snapchat stats show that, compared to the same period in 2017, the company’s revenue has increased by 44%, reaching $262M in revenue. The loss of active users was blamed on the redesign that occurred in this period, and the company has been working hard to draw more users in the last two quarters of 2018.
20. 83% of users gave negative reviews to the redesigned Snapchat app.
Snapchat decided to introduce a redesigned app earlier this year, and some of its features were not met with as much joy as others. Snapchat statistics include this piece of negative data, showing that 83% of their users disliked the redesigned app initially. As many users were not willing to sit through commercials, Snapchat incorporated a new feature: short, unskippable ads. Luckily, people realized that Snapchat needs to turn a profit somehow and that giving advertisers 6 seconds of their time is not too much to suffer through. Especially if advertisers put in an effort to make those ads entertaining and clever.
21. Snapchat received 5,094 user data requests from the federal authorities during the second half of 2017.
Federal agencies and courts have issued 5,094 subpoenas for data of Snapchat users, in the second half of 2017 alone. Even though Snapchat messages are deleted after 24 hours, there is leftover metadata from which messages can be retrieved and used as evidence against those under investigation. During previous years of Snapchat’s existence, the government requested the data of significantly fewer people than they did last year.
Snapchat User Stats
22. Snapchat has 188M daily active users.
Have you been wondering how many users does Snapchat have in 2018? The answer is – a lot. The number of people using Snapchat on a daily basis might seem high, but still, it is not enough to place the app on the list of 1,000 most visited in the world. In fact, it comes in 1,618th. Snapchat’s user numbers have actually dropped in the last quarter; an alarming occurrence that the management is working hard on remedying.
23. 78% of internet users aged 18-24 use Snapchat.
It is interesting to know that nearly four-fifths of young(er) internet users in America are on Snapchat. Snapchat’s demographics include people of all ages, including 5% of all internet users in the States who are over the age of 75. The number of seniors using the app seems to be on an, ever so gentle, rise, as they try to keep up with the new-age technologies.
24. 37% of internet users who reside in urban areas use Snapchat.
Snapchat usage is slowly becoming more prominent among rural internet users, even though urban internet users still lead in this category. While 26% of internet users in the U.S. who are on Snapchat come from rural areas, 37% are located in urban environments.
25. Daily active Snapchatters spend 30+ minutes using the app each day.
The number of daily active users of Snapchat is vast, and it is nearing 200 million people, as mentioned in the last paragraph. The average of those people spends more than 30 minutes in the app every day, opening it 25 times per day.
26. Snapchat users are sending over 3.5B snaps each day.
Even though a trend of user decline is notable in Snapchat’s statistics, the number of snaps sent each day has been on an upward trend since the beginning. In 2016, the number of snaps sent each day was around 2.5B, in the first quarter of 2017 the number was 3B, and now, the number has peaked at 3.5B.
27. Snapchat users send about 34.1 messages a day.
Snapchat users in 2018 don’t seem to be a diverse crowd when it comes to their age, as most of them are teens and young adults. It is no wonder that the average number of messages sent per day is over 30. When young people are offered a way to message someone, and then have that message disappear after 24 hours, you can bet they’re taking that offer. Even though most will ever use the app to message friends, some take the opportunity to express their feelings and share embarrassing moments, or pictures with not that much clothes on.
28. Snapchat users share 2,083,333 snaps every minute.
Minutes go by, and Snapchat users send millions of messages that will disappear in a day. While Snapchats sees more than 2 million messages shared every minute, Twitter gets 473,400 new twits, Skype users send and receive 176,220 calls, and nearly 100,000 hours of video are streamed on Netflix.
29. 528K snaps are sent every minute.
More data-related facts about Snapchat: Snapchat users send 528,000 messages each minute, and this trend doesn’t seem to be slowing down. With nearly 300 million people using the app every month, Snapchat manages to hold the top position when it comes to the number of messages sent in a minute.
30. 60% of daily active Snapchatters use the Snapchat camera every day.
Whether they want to add a flower crown to their face, puppy ears and tongue, or puke rainbow, nearly 95 million people use the Snapchat camera every day. The size of data that goes through the app is significant, causing Snapchat to get into a $2B deal with Google, for their cloud storage. Luckily, all the data stays on the servers temporarily, keeping the costs semi-reasonable.
31. 19M users check Snap Maps daily.
One of the new features of Snapchat that came with the redesign is Snap Maps. This feature allows Snapchat users to share their location with friends, as well as view their Bitmoji on a map. A heat map is created for specific areas, and stories can be created for special events. The purpose of this feature is to easily locate your friends, see what’s happening around your area, and explore museums, sporting events, and more. This feature showed to be one of the more important ones in recovering clients, as well as in going back on track with Snapchat growth.
32. There are 70M daily active Snapchat Lens Studio users.
As virtual and augmented reality apps started gaining popularity, Snap jumped in on the train with its own AR feature named Lens Studio. With this feature, users were able to create life-like, 3D emojis. Later on, the company introduced Snapchat World Lenses which allowed users to place those emojis in a real-life environment, using just their phone’s camera.
33. 50% of Snapchat users are 18-30 years old.
When it comes to Snapchat demographics, most of them are young. The app is target towards younger audiences, as evident by those silly filters we’ve all had to witness and endure. This, of course, doesn’t mean that more mature people don’t enjoy what the app has to offer.
34. 79% of teenagers and young adults prefer Snapchat to other social networks.
The reach of Snapchat among the teens and young adults in the US is 79%, which is 3% higher than Facebook. Similarly, the latest Instagram statistics show that this photo and video-sharing social media platform has a 6% lower reach than Snapchat. Even though the company’s growth seems to have slowed down in the last quarter, these numbers are impressive.
35. 92% of Snapchat users over the age of 13 did not use Whatsapp on any given day.
Snapchat appears to be winning the social media race when it comes to teen demographics. The fact that the users over the age of 13 don’t use other popular messaging apps is what gives hope to Snapchat shareholders, as the app slowly starts its climb to reclaim its place among the top 5 most popular applications.
36. 53.28M mobile users have accessed the app in May 2018.
Snapchat stats show that 53.28 million of the app’s users are using their mobile phones to access the app. Those in the industries that revolve around online media are familiar with the importance of adapting your product and spreading it to the smartphone market. Snapchat’s market is mostly mobile users, and the app is well-adjusted for their use, which is notable in the number of mobile visits where Snapchat, once again, ranks 6th.
37. 33% of male and 35% of female US internet users use Snapchat.
Official Snapchat statistics show that more than a third of the US population uses this app. The female population leads by a few percentage points, but this is in no way an indicator of the gender equilibrium on Snapchat. Even though Snapchat’s numbers were dropping in the first quarter of this year, the one constant the executives could rely on was this never-changing piece of data.
38. 70% of Snapchat users are female.
Snapchat user demographics might appear evened out when it comes to gender, according to the previous paragraph. However, same as with Instagram and other similar platforms, the female gender dominates Snapchat too. Even though Snapchat’s officials refuse to reveal the exact number of users by gender, sources from within the company assure us that this number is correct.
39. The average daily user of Snapchat creates more than 20 snaps per day.
Is there a more perfect app for those who want to send a private message, photo, or a video, than the one that will make the sent item disappear after 24 hours? You can message your friends some secrets, or message your loved one some naughty pictures, all without the risk of them being discovered later.
40. 18% male Snapchat users access the app at least once a day.
One might expect this number to be higher, but it appears that not even one-fifth of all males on Snapchat uses the photo-sharing app on a daily basis. According to the latest Snapchat stats, females are more prominent daily users, and they share more photos, compared to their male peers.
42. 47% of US Snapchat users aged 18-29 access the app at least once a day.
This age group is the one that drives Snapchat, as most of its users belong in it. Sorting Snapchat users by country leads us to the conclusion that the US is its leading market, and, according to data, 22% of young adults from the US never use the app. Interestingly enough, people over the age of 65 only make up for 1% of Snapchat’s daily users.
43. 93% of users send a Snap of their drink.
Grabbing a quick Snap of their food or drink has become a tradition for millions of people. This popular Snapchat activity is one of the leading causes of the famous divide; Snapchat vs. Instagram. While some people prefer to turn their feed into a food blog, others would rather just send their friend a photo of what they’re about to eat, and not think about it ever again.
44. 15% of users send Snaps of their private parts.
You might think that this number is larger, but only 15% of Snapchat users use the platform to send nudes, or at least that’s how many of them admit to it. We’re living in the age of sexual revolution and openness, and more and more people are confident with their bodies and sexuality, giving them the courage to send others photos of their private bits.
45. 59% of users have received an inappropriate Snap.
Unsolicited nudes are never a good thing, especially when nearly 100 million people receive them. One of the chief concerns of females everywhere is receiving pictures of genitalia that you did not want to see, and this phenomenon seems to be turning into an epidemic on Snapchat. Snapchat statistics on this topic are disappointing, to say the least, and the company appears to be doing little to nothing in order to remedy the situation.
Snapchat’s Commercial Use
46. 64% of marketers are on Snapchat.
As with any popular medium, advertisers have found ways to utilize Snapchat to their advantage. With the addition of Discover feed, brands have been allowed to present their products and content to the users, bringing in a ton of revenue for Snapchat. Among companies that use Snapchat for marketing, you can find big names such as Audi, Cisco, Nike, and numerous others.
47. Snapchat reaches 11% of the total US digital population.
When it comes to Snapchat advertising statistics, the company appears to be doing an excellent job at reaching the population. The rising number of people that Snapchat reaches is the main reason why companies want to advertise their products on it. In no way can a company afford to reach that many people on TV, or any other media, as the marketing campaign would cost hundreds of millions of dollars. Production costs are low for a 6 seconds video, the audience is bigger than anyone can imagine, and the cost of running an advertisement is neglectable, especially for a multi-billion dollar company.
48. Snapchat usage among global sportswear brands was 90% (as of September 2016).
Large sportswear brands, such as Nike, Reebok, Adidas, and Asics, were among the first to realize the potential of advertising on Snapchat. With nearly 200 million daily visits, Snapchat is where every major brand wants to be, especially since the new advertising methods such as the Discover feature were introduced.
49. Video accounts for 57% of brand posts on Snapchat.
An interesting piece of Snapchat statistics shows us that the use of the video feature has suddenly become the preferred method of advertising by most brands on the platform. As brands tried to adapt to the new Snapchat, they started experimenting with the video feature. This is the reason why the video format went from being a 46% minority to a 57% majority of all brand posts.
50. 11% of marketers have used Snapchat video, and only 27% have found it to be an effective strategy.
Most marketers haven’t succeeded in their Snapchat video-based campaigns, as users tend to find them obnoxious and annoying, especially if brands try to appeal to younger generations by using memes and being overall cringey. However, some marketers, such as The Washington Post, have managed to get the best of this platform and use the video function in order to maintain and improve their brand’s status of a news source with authority.
51. Unskippable ads were introduced to the platform in May 2018.
In order to increase its ad revenue, Snapchat introduced these new ads, causing a minor epidemic of freakouts among its users. Snapchat user numbers started dropping, but not for long. Once the dust settled, users learned to accept the new feature, as they understood the company’s need to actually turn a profit.
52. 20% of Snapchat users check out Discover on a daily basis.
Even though the data shows that most users prefer messaging or using the video feature on Snapchat, it is estimated that a fifth of all users, which is around 35 million people, checks out their Discover feed every day. Advertising a brand on Snapchat is not only more affordable than other, more traditional mediums, but it is also more likely to reach more people.
53. The three most popular brands on Snapchat are Buzzfeed, Comedy Central, and iHeartRadio.
Snapchat stats show that 54% of users view Buzzfeed content on the Discover feed regularly, while 44% of youth and teens view Comedy Central on Snapchat. Also, iHeartRadio’s content is discovered by 32% of them. These three popular advertisers are followed by the Food Network, ESPN, CNN, and other known names. These numbers tell us that some things, such as top 10 lists and South Park, will always be popular.
54. 70% of Snapchat users were skipping ads before the redesign.
Snapchat facts and data show us that, before the redesign, 70% of Snapchat users skipped the ads. According to a 2017 study, dozens of millions of Snapchat users never felt like watching the ads that appeared on their feed. Snapchat then decided to remedy this situation by introducing 6 second-long, unskippable ads, which the users have eventually embraced.
55. 54.8% of Snapchat users enjoy seeing stories from brands they follow.
Clever advertisements, either in a form of a short video or a series of photos, are the way advertisers attract the attention of Snapchatters. When you think about it, Snapchat is the perfect platform to draw new customers in, as most people will simply not sit through a commercial that is longer than 30 seconds. Keeping in mind the number of active users, one can easily see how profitable this platform can be for brands.
56. 88% of users enjoy viewing the entire story made by advertisers.
Short attention spans, combined with boredom and the shire amount of time we waste staring at our phones are bread and butter of every Snapchat advertiser. Snapchat advertising statistics show that 88% of all Snapchat users enjoy the advertisements they discover.
57. 50% of all stories brands post have 6 snaps or less.
Once again, we return to the same point: keeping it short and sweet. Brands who do their best to keep their content concise generally do better than those who prefer their marketing strategies to be more complex. Even though this may have been the way to do things in the past, new media, as well as new generations, require new methods.
58. 61% of Snapchatters don’t follow news organizations.
Snapchat doesn’t seem to be a friendly platform for news organizations to advertise on, as nearly two-thirds of its users simply aren’t interested in what they have to offer. We’re still waiting on the data that includes new, unskippable ads, but the situation does not seem promising for the advertisers in the news business, as the Snapchat user demographics seem to be more celebrity-oriented.
59. 51% of Snapchatters don’t follow sports.
More than half of Snapchatters appears not to be interested in sports. This, however, doesn’t prevent the NFL, NBA, MLS, and other major leagues and teams to advertise on Snapchat, together with known clothing brands that sponsor some of the teams. Snapchat is, after all, a market of a hundred million people.
60. 57% of Snapchatters don’t follow entertainment outlets.
We have established earlier that most of the Snapchat’s users are young adults, nowadays commonly referred to as millennials. What millennials like are tight jeans, strange hats, and new technologies. What they dislike is shaving and TV. This is the reason why Snapchat might not be the best place to advertise those services. On the other hand, some entertainment outlets have found success through advertising on Snapchat. One of the examples is the movie industry and its miraculously successful marketing campaign for Deadpool. Snapchat advertising statistics prove that there is a bias for this type of content.
61. The NCAA determined that coaches are able to use Snapchat for recruiting purposes in 2014.
After a long debate, the NCAA has ruled that colleges and coaches can use tools such as Facebook, Twitter, and Snapchat to contact potential student-athletes. The reasoning behind the decision is that we, simply, need to keep up with the times. By using Snapchat, coaches are not only able to message prospective students, but also send and receive videos, all while maintaining confidentiality.
As this seemingly endless list of Snapchat statistics ends, we can conclude that the app has come a long way from its beginnings. Warmly embraced by the young generations, Snapchat has grown to become a major social media platform and a savvy advertising tool for both brands and marketing companies. We’re yet to witness the improvements that this popular app will introduce in the year to come.