×
You will be redirected back to your article in seconds

Snapchat User Base to Surpass Twitter, Pinterest in U.S. This Year (Study)

Snapchat is on pace to grow the number of U.S. active users a blistering 27% this year, to hit 58.6 million — topping Twitter and Pinterest for the first time, according to research firm eMarketer.

And Snapchat will continue to surge through 2020: The ephemeral-messaging service will add 26.9 million users, about twice that of Twitter and Pinterest, over the next four years, per eMarketer’s forecast.

However, Facebook Messenger will continue to dominate the chat-app category in the U.S., with 105.2 million users in the States by the end of 2016, meaning nearly two-thirds of Americans will use Facebook Messenger at least once a month this year. That’s about double the users of Snapchat, Twitter (56.8 million) and Pinterest (54.6 million), according to eMarketer.

Snapchat may already be bigger than Twitter by some measures. According to data from a slide deck for investors, Snapchat had 110 million daily active users in December, meaning that at this point it may be exceeding Twitter’s daily active base (a metric the company has stopped disclosing). For the eMarketer study, the firm defines a user as someone who logs into an account at least once a month consistently over a calendar year, so that users with multiple active accounts count as only one user in its estimates; the methodology also excludes active bot accounts.

Snapchat’s core features remain its vanishing user-to-user messages and public Stories, while it also has built up its Discover section for media partners, adding a feature this week to let users subscribe to individual publishers.

What makes Snapchat stand out from rival mobile messaging apps and social networks are the short-lived nature of its messages as well as its highly visual interface and features that let users add creative touches to their posts, according to eMarketer principal analyst Cathy Boyle. Snapchat’s Lens feature, for example, have let user take selfies of themselves barfing rainbows or transforming into characters from “X-Men: Apocalypse.”

“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,” she said.

Snapchat has particular strength in younger demos. Adults 18-24 are the largest slice, representing 34% of its projected 2016 U.S. user base, followed by those 25-34 at 27%. The fastest-growing U.S. age group for Snapchat is people under 12, a cohort that will grow 42.9% this year.

“Snapchat has tapped into a key change in consumer behavior: The desire for intimate one-to-one or one-to-few communication as opposed to broadcast-style sharing across an entire network,” Boyle said. “This desire is particularly strong among millennials and younger consumers who don’t have strong ties to the traditional social networks.”

More Digital

  • Alibaba Buys 8% Stake in Chinese

    Alibaba Buys 8% Stake in Chinese Video Platform Bilibili

    Alibaba has purchased an 8% stake in the Chinese online video platform Bilibili, the official Xinhua news agency reported. Bilibili is one of China’s top video streaming and entertainment platforms, with about 92 million monthly active users and 450 million page-views per day. Founded in 2009, it was listed on the NASDAQ last March. Alibaba’s [...]

  • Clevver-Logo

    Hearst Magazines Buys Clevver's Pop-Culture YouTube Channels After Defy's Demise

    Hearst Magazines has snapped up Clevver, a network of female-skewing lifestyle and pop-culture news YouTube channels that had been owned by now-defunct Defy Media. Clevver was left homeless after Defy’s sudden shutdown in November; its principals said at the time they were looking for a new home. Hearst Magazines sees a digital fit with Clevver’s [...]

  • "Brother" -- Episode 201-- Pictured (l-r):

    CBS Interactive's Marc DeBevoise on Streaming Boom, Content Strategy, and Apple

    Not everyone wants or needs to be Netflix to succeed in the streaming space. And not everyone sees Apple’s enigmatic new service as a threat. Even as rival streaming services offer gobs of content, CBS Interactive’s president and COO Marc DeBevoise sees the company’s targeted original programming strategy continuing to attract viewers to its All [...]

  • Rhett-Link-Good-Mythical-Morning

    Rhett & Link's Mythical Entertainment in Talks to Acquire Smosh (EXCLUSIVE)

    Smosh, the YouTube comedy brand left stranded after parent company Defy Media went belly-up, may be about to get a new business partner. Mythical Entertainment, the entertainment company founded by top YouTube comedy duo Rhett & Link, has been in talks about acquiring the Smosh brand, sources told Variety. Multiple potential buyers came forward to [...]

  • Pokemon Go

    Proposed 'Pokémon Go' Lawsuit Settlement May Remove Poké Stops, Gyms

    A proposed settlement in the class action lawsuit against “Pokémon Go” developer Niantic could remove or change a number of Poké Stops and Gyms in the popular augmented reality game. The proposed settlement was filed in a California court on Thursday and applies to anyone in the U.S. who owns or leases property within 100 meters [...]

  • Skyline of Doha at night with

    Qatar's beIN Rallies Support From U.S. Companies Against Pirate Broadcaster beoutQ

    Qatari powerhouse beIN Media Group has rallied support from American sports and entertainment entities, including Discovery and Fox, behind its request that the U.S. government place Saudi Arabia on its watch list of top intellectual property offenders. The Doha-based broadcaster, a state-owned spinoff of Al Jazeera news network, accuses the Saudi government of harboring pirate broadcaster [...]

More From Our Brands

Access exclusive content