With Snapchat announcing IPO plans, questions remain on whether they’ll have enough draw to maintain the current success. Wanted to share survey results from Fluent, who directly asked adults about Snapchat’s potential longevity and whether it can retain current users.
Key findings are below, but wanted to call out these two stats: nearly half of American adults think that Snapchat is “just a fad” and most Snapchat users (62%) believe that a better app will come out that they will use instead of Snapchat. The survey from Fluent consisted of 3,327 adults 18+ and was conducted on 2/6/17.
- Nearly half of American adults think that Snapchat is “just a fad.”
- 63% of American adults aged 18 – 24 are Snapchat users; that number drops to 40% for those aged 25 – 34.
- Most of those who do use Snapchat believe they will still be using the app 5 years from now (66%), but only 52% believe they will 10 years from now, and the majority of younger users (55%) don’t believe they will use the app after they turn 35.
- In addition, most Snapchat users (62%) believe that a better app will come out that they will use instead of Snapchat.
- While traditional media organizations have embraced the platform, the majority of users still don’t follow news, sports, or entertainment accounts on Snapchat. “Branded content” appears to be faring better with consumers on Instagram stories.
- Despite its ad-supported revenue model, 69% report skipping ads on Snapchat “always” or “often”.