×
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

  • Hiccup (Jay Baruchel) and his Night

    ‘How to Train Your Dragon: The Hidden World’ Again Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV ad measurement and attribution company iSpot.tv, DreamWorks Animation claims the top spot in spending for the second week in a row with “How to Train Your Dragon: The Hidden World.” Ads placed for the fantasy film had an estimated media value [...]

  • ‘Tomorrow and Thereafter,’ ‘Diane Has the

    MyFrenchFilmFestival Prizes ‘Tomorrow and Thereafter,’ ‘Diane Has the Right Shape’

    Actress-director Noémie Lvovsky’s “Tomorrow And Thereafter,” a heartfelt homage to the director’s own mother, and Fabien Gorgeart’s “Diane Has the Right Shape,” about one woman’s surrogate motherhood, both won big at the 2019 UniFrance MyFrenchFilmFestival which skewed female in its winners and viewership, making particularly notable inroads into South East Asia and Latin America. Opening [...]

  • soundcloud-logo

    SoundCloud Launches Tool to Distribute Music to Other Streaming Services

    SoundCloud today announced a new distribution tool that enables artists to distribute their music to other streaming services. The feature, currently in open beta the service’s Pro and Pro Unlimited platforms, means that artists can upload their music to SoundCloud competitors including Apple Music, Amazon Music, Spotify and Instagram. “Creators using the SoundCloud Premier distribution feature keep [...]

  • Alison Meyer - Whistle

    Whistle Taps Refinery29's Alison Meyer as VP of Marketing

    Whistle has hired Alison Meyer, previously with female-focused Refinery29, to head up brand-marketing solutions for the male-centric digital media player. As VP of marketing at New York-based Whistle, Meyer will lead partnership marketing for the company’s slate of original programming and branded content. She reports to Whistle president and COO Michael Cohen. Meyer’s appointment comes on [...]

  • Snapchat - NHL Highlights

    Snapchat Expands NHL Pact to Add Hockey Highlights, Curated Stories

    Snapchat is adding more action from the ice under a new multiyear deal with the National Hockey League. The NHL, in association with Disney Streaming Services, is delivering a new weekly highlights show on Snapchat recapping the top 10 plays of the previous week and will produce Curated Our Stories on the platform for select games [...]

  • Hulu Adds Another Interactive Ad: This

    Hulu Adds Another Interactive Ad: This One Lets You Get Offers Via Email

    Hulu lets its subscribers choose the show they want to see. Now the video-streaming service is increasingly letting users choose to respond to certain commercials right away. A commercial from Sleep Number, the manufacturer of the bed with an adjustable mattress, that has run on Hulu for the past several weeks allows viewers to request [...]

More From Our Brands

Access exclusive content