December 2, 2022




comScore: Snapchat is Now the Third Most Popular Social Application Among the Millennial Group

Snapchat popularity, Snapchat messaging app results, market research

Snapchat is popular, that goes without saying, but it also happens to be the third most popular social app among millennials, beating out all other messaging apps and following only Instagram and Facebook in overall popularity among 18 to 34 year olds.

That’s according to a recent report by comScore, which puts Snapchat at 32.9 percent penetration, Instagram at 43.1 percent and Facebook at 75.6 percent. That 32.9 percent average for Snapchat comprises of users ages 18-24, which collectively include 50 percent penetration and 25-34 year olds, where it sees around 20 percent penetration.

“At this reach threshold, Snapchat has likely established a certain degree of staying power within this demographic segment that gives it some runway to evolve beyond its core value proposition,” says comScore VP of Marketing & Insights, Andrew Lipsman.

snapchat users, market research, research results comScore

This is quite interesting indeed, especially seeing the popularity of apps such as LINE, WeChat, Kik Messenger and WhatsApp, the latter three of which have entire ecosystems that consist of more than just messaging, including games and stickers.

It certainly shows that there’s a lot of love for simplicity, and while it’s possible that Snapchat could later expand to include its own ecosystem, for now it appears to be content with providing features such as its staple disappearing images and videos.