Well so far, so good. New data from eMarketer, has shown that Snapchat is getting more popular with the older demographics. Particularly from the ages of 25-34 and 35-44.
What's interesting is that this follows a very similar trajectory to that of Facebook - a rapid growth which started with the students and teens, before the slightly older generation of 25-34 and 35-44 year-olds began adopting it. Following from this, their Mums and Dad's, before finally a few Grandparents joined the party.
Although following a similar trajectory of Facebook isn't a bad thing; bearing in mind they have surpassed 1Billion users and are now valued at in excess of $330Billion, Snapchat still needs to be careful. This "invasion" of older people did lead to a lot of the Millenials questioning their privacy on Facebook and it could happen again. A drop in users between the ages of 18-24 could lead to disaster for
A drop in users between the ages of 18-24 could lead to a bit of an issue for Snapchat, as they currently "Own" that incredibly tough to reach market. In doing so, attracting huge advertisers such as MTV, Gatorade, Vice and many more, wanting to tap into this market.
In terms of takeaways from this chart, first and foremost, Snapchat need to be wary of this growing trend. But second of all, don't discount Snapchat as a "Teens only" platform, you could be ruling yourself out of a huge market - if you have the funds to advertise.
By Alexander Clark
A former member of the Smart Insights team, I’m always on the look out to collaborate with the finest minds in Digital Marketing. Currently working at Silverbean, I have a distinctive interest in all things outreach, content, strategy, and measurement. If you’d like to get in touch, you can do so through my LinkedIn or Twitter accounts. When I’m not planning new campaigns and content, I love playing the Bass Guitar and Drums (not necessarily at the same time) also racking up as many hours as possible on Football Manager and the Rugby pitch.
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