Snapchat Users Getting Older

Greg Miles | 21 July 2016

Since the social app burst onto the market in 2011, Snapchat has been synonymous with teenagers and young users. The cool kid on the social networking block has enjoyed consistently strong growth among 16-24 year olds, but new data has revealed that old folks are catching up.

GWI’s data showed that throughout 2015, well over half of Snapchat’s adult users were 16-24 years old. But the demographic fell below 50% in the first quarter of 2016, while the older age groups, 25-44s in particular, are accounting for an ever larger share of its audience.

The 25-34 and 35-44 groups are now growing at the fastest rate, as the service appears to be getting a whole lot more mainstream. Snapchat is arguably the network that the industry is watching the most closely, as brands and marketers see if they can capitalise on its growing and broadening user base. Quite simply, more users – particularly in the cash-richer 24-44 age groups – means better reach for sponsored content, stories and lenses.