Older Americans behind larger than expected Snapchat growth

Snapchat’s increasing popularity among older Americans has led to eMarketer to increase its user predictions to 70.4 million people for 2017. That represents 14.2 per cent growth over 2016.



User projections  for people under 25 were lowered as the platform faces competition from Instagram.

“The usage trends are largely the result of a shift in the primary use case of Snapchat,” Instagram forecasting analyst Jaimie Chung said. “Older groups are now more likely to tune in for content. The platform has multiple partnerships with television networks for mini-episodes. Meanwhile, the younger groups are less likely to add Snapchat when Instagram Stories can fulfill their broadcasting needs.”

“We’re predicting this gap to widen as Instagram focuses on growing its user base to maximize reach, while Snap Inc. seems to be focusing on keeping its niche audience engaged and spending more time within the app,” Chung said.