Snapchat Rising in Ranks

According to a recent report by comScore, Snapchat is now the third most popular social app among Millennials. Snapchat has penetrated 32.9 percent of the 18-34 year old users, falling only behind Facebook and Instagram. This means that Snapchat is now more popular than Twitter, Pinterest and Tumblr with the younger population.

Back in November 2013, when reports were circulating of Facebook wanting to buy Snapchat, the app was only at 12.1 percent penetration. When Snapchat turned down Facebook’s offer of $3 billion, many people thought the decision was risky. But Snapchat obviously knew something the rest of us didn’t, as the app now sees around 50% penetration among users 18-24, and 18 percent penetration among all smartphone-using adults.

ComScore has Facebook at the top with 75.6 percent penetration with millennials, Instagram at second with 43.1 percent, followed by Snapchat, Twitter at 23.8 percent and Pinterest at 17.9 percent to round out the top five. Google+ is next with 18 percent, Vine with 10.7 percent and Tumblr at 6.3 percent.

With the recent addition of the “Our Story” feature, Snapchat has opened the app for possible paying customers who want to promote music festivals or sports team to the Millennial crowd. And while Facebook still remains at the top with millennials, this study shows that something about Snapchat resonates with that generation. Instead of over-sharing on Facebook as they grew up on, this generation is gravitating towards a social network where content is not only private, but disposable.

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