Study: Snapchat loyalty leaves little room for other social media
- Snapchat users are so loyal to the mobile messaging application that they're harder to reach through other social media, according to a study by AppAnnie. On any given day, 93% of Snapchat’s daily users in the U.S. don’t use WhatsApp, 81% don’t use Twitter and 61% don’t use YouTube. Also, 58% don’t use Facebook Messenger, 46% don’t use Instagram and 35% don’t use Facebook.
- That’s not to say that Snapchat users completely exclude those other apps. In fact, they show the most overlap with Facebook, Instagram and Messenger, AppAnnie’s survey found.
- In the U.K., Snapchat users show a significant daily overlap with WhatsApp.
AppAnnie’s research indicates a trend that’s seen with app usage in all categories: Mobile users are gravitating toward a handful of preferred social media apps and sticking with them. Social app users don’t view them as interchangeable, AppAnnie notes in its blog.
The fragmentation of the social app audience means that brand marketers need to customize their advertising for the needs of these various groups. Snapchat is especially popular among mobile users ages 18 to 34, who consider sharing photos and messages with each other as an engaging form of entertainment, per a Statista report.
The best approach, AppAnnie notes, is to study the social app habits of a target audience and learn how they communicate and respond to marketing messages. It’s also critical to know how those consumers spend their time among mobile media.