Filters “bunny ears” and “stories” (ephemeral videos) still appeal to young people… But also to their elders: Snapchat was the most visited mobile application among 15-49 year olds in France in January, according to data released on Thursday were published by Médiamétrie and the social network.
The ghost network, boosted by the healthcare context for two years, had 25 million monthly users in January, or 26% more than in 2020, and 17.9 million daily users, 32% more than the same period. Taking all age groups together, Snapchat is the fourth most visited application each day, behind Facebook (20.9 million), Google (18.4 million) and Whatsapp (18.2 million), but ahead of Messenger (16 million) and Instagram (14 .9 million).
Among 15-49 year olds, the Californian company dominates the top 10 with 12.9 million daily users, or 57% of internet users in this age group, ahead of Facebook (12.3 million, 54%), Instagram (10.8 million, 47%) and Whatsapp (10.5 million, 46%), rival TikTok owned by China’s ByteDance, in last place with 5.7 million daily users (25%).
Snap’s growth will be “driven by people aged 35+”
Another lesson is that Snap’s growth is “driven by the over-35s,” even though the majority of users (34%) are between the ages of 15 and 24. From 2020 to 2022, the number of daily users increased by 62% among 35-49 year olds (4 million), 50-65 year olds (2.5 million) and over 65 year olds (0. 5 million), it has even tripled.
This aging of the audience is evidence both of the loyalty of the early Snapchatters and of a “recruitment” of new followers with the health crisis, explained David Sourenian, study director for Europe at Snapchat, during a press conference. “We really saw an acceleration of usage on all messaging platforms during the first lockdown of 2020,” added Bertrand Krug of Médiamétrie, noting a “logic of addition where the French connected to multiple (…) networks, to keep in touch” with her lover.
In addition to its playful photo filters, Snapchat relies on augmented reality to attract advertisers and content produced with around forty French media in its “Discover” section, visited by half of its users every day. Discover is now being expanded to include a new format, Dynamic Stories, that will enable automatic publication of content already created by partner publishers on the web at “significantly lower costs,” according to a press release. 20 minutes is one of the media that has invested in this format with “Oh my Fake” and “Ma tête et moi”, a program about mental illnesses of 15-24 year olds.