Snapchat Is Growing Thanks to Older Americans, While Millennial Usage Declines
By Lauren Stacy • March 1, 2017
According to a new report form eMarketer, Snapchat is expected to grow its U.S. audience to 70.4 million by the end of 2017. One of its biggest growing user bases in the U.S. are adults between 45- to 54-years-old, who likely tune in for the content on Snapchat Discover. At the same time, American users aged 24 and younger may decrease time spent on the app as more people check out its newest and largest competitor—Instagram Stories. As demographic usage rates on these two platforms shift, brands must be wary of exactly who they’re serving their content to.