Chart of the Week: Who’s Using Snapchat in the UK?
After introducing its own hardware and rebranding itself, Snap (formerly Snapchat) seems ready to take over the world. This week, the company rolled out new series of augmented reality and mixed reality features, and according to Verto Analytics data, it’s one of the most engaging mobile apps in the U.S. (among adults, ages 18+), with users spending an average of nearly 2.5 hours per month in its flagship Snapchat app (in comparison, the average user only spends about 0.7 hours per month using Facebook Messenger). So how is Snap doing in other markets, such as the UK?
Snap in the UK: A Less Diverse Demographic Than the U.S.
While Snapchat is slowly amassing a larger and more diverse audience in the U.S., Verto Analytics data reveals that British Snapchat users (among adults, ages 18+) more closely resemble Snapchat’s initial core U.S. audience, which originally skewed younger and female. First, Snapchat’s core user base is mostly women: 55% of British adult consumers (ages 18 and above) who accessed the app in October are female. And Snapchat’s users tend to skew younger: slightly more than half of UK Snapchat users are under 35, while 71% of British Snapchat users are under the age of 45.
But as Snapchat and Snap, its parent company, continue to expand and build out new advertising models and products, the company will need to develop a larger and more diverse audience to appeal to brands and advertisers across global markets. And while Snapchat’s UK audience base is, at 7.1 million monthly users, less than half of the U.S.’s 15 million monthly users, the social platform must already be considering its user demographics and acquisition strategies in the UK and beyond.