It’s been a great year for Snapchat and it’s no surprise that Facebook is eyeing up many of its most successful features. At the same time, Snapchat is moving away from ephemeral content and beginning to engage in a stronger battle against the most popular social network in the world than we first thought.
We may not have all the stats to compare side by side the audience for both platforms, but Facebook is certainly winning with its 1.4 billion monthly active users. There’s no social platform yet that can beat this number, while Snapchat only informs us for now that it counts over 187 million daily users.
Snapchat got popular for its impressive appeal to the younger audience, starting as a fun and instant form of communication among teenagers. Although it has evolved since then, it is still attractive for the audience aged 13-24, as it forms 60% of its audience.
What’s more, Snapchat announced that it reaches 41% of all 18 to 34 year olds in the United States on any given day.
Facebook may be the most popular social network, but it seems to lose its appeal to the younger audience, and this is mostly attributed to the significant rise of the older generations.
There has been a 46% growth of new Facebook profiles from 2012 to 2015 for the ages of 45-54, while a decline of 25% has been noted at the same period for the new Facebook profiles of people aged 13-17 in US.
Teenagers and young adults start facing a new reality when more family members join Facebook, which means they gradually lose their interest and head to new platforms to freely express themselves.
This doesn’t mean that it’s easy to abandon the most popular social network, but there’s a tendency of reduced shared content, especially among the younger audience, who prefers to use Instagram and Snapchat.
Younger people are abandoning Facebook and flocking to Snapchat at an increasing rate, according to a study released Monday.
The research, by New York-based firm eMarketer, said that, in 2018, less than half of Americans aged between 12 and 17 will use Facebook at least once a month.
EMarketer said it expects Facebook to lose 2 million users under the age of 25 this year and that Snapchat will pick up 1.9 million users within that age bracket.
Facebook’s monthly user growth is coming from older rather than younger users, the study said.
“Snapchat could eventually experience more growth in older age groups, since it’s redesigning its platform to be easier to use,” Debra Aho Williamson, principal analyst at eMarketer, said in a statement Monday.
“The question will be whether younger users will still find Snapchat cool if more of their parents and grandparents are on it. That’s the predicament Facebook is in.”
Facebook will still be the dominant social network of the two in 2018, however, with 169.5 million U.S. users compared to Snapchat’s 86.5 million U.S. users.
Mediabites Editorial – Shoaib Naqvi & Imran Malik