Social media platform Snapchat is expected to grow its user base by more
than 27 percent this year, surpassing rivals including Twitter and
Pinterest in the US for the first time, according to eMarketer’s latest
social media forecast.
The number of people using Snapchat in the US will increase by 27.2
percent to 58.6 million users, with Snapchat’s growth rate exceeding that
of mobile messaging in general, as the whole category will only grow by 16
percent in the US this year.
While Twitter is expected to end the year with 56.8 million users in the
US and Pinterest will have 54.6 million users. By 2020, Snapchat will add
26.9 million users, about double that of Twitter and Pinterest, according
to eMarketer’s report.
“What makes Snapchat different from other mobile messaging apps—and
more-established social networks—is the short-lived nature of the messages,
the highly visual interface and the features that enable users to get
creative with the images they share, and tailor them to specific locations
or events,” said eMarketer principal analyst Cathy Boyle. “The fun aspect
of Snapchat should also be credited for its success. In a world in which
there is an app for nearly everything, Snapchat has cut through the clutter
by injecting fun back into social sharing.”
Snapchat estimates it has more than 100 million users globally sending
videos, images and text messages, which generates 10 billion video views
per day. The report notes that the social messaging platforms biggest user
base is between 18 and 24, which represents 34 percent of Snapchat’s users,
followed by American’s aged between 25 and 34. However, the fastest growing
US age group is people under 12, which is forecasts will grow 42.9 percent
this year.
However, eMarketer states that Facebook Messenger will continue to
dominate the chat app category in the US as it will capture 105.3 million
users this year and that nearly two-thirds of the US population will use
Facebook Messenger at least once a month in 2016.
Numerous fashion brands are using Snapchat to capture younger audiences
including Burberry, Asos, Dior, Louis Vuitton, Rebecca Minkoff, and Kate
Spade and even New York Fashion Week has a presence.
Image: Snapchat