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how napchat Continue
to Maintain Hold on Younger
Audience
Andrew Hutchinson • March 3, 2018
Faceook remains the leading social media platform a
signi cant margin, ut ounger users are also turning to
napchat and Instagram at ver high rates. This the top line
nding in the latest Pew Research social media report – Pew
surveed more than 2000 U.. adults (aged 18 or over) in
Januar to get a pulse of social media usage trends amongst
American audiences.
As per the report:
“As has een the case since the Center egan surveing aout
the use of di erent social media in 2012, Faceook remains the
primar platform for most Americans. Roughl two-thirds of U..
adults (68%) now report that the are Faceook users, and
roughl three-quarters of those users access Faceook on a
dail asis. With the exception of those 65 and older, a majorit
of Americans across a wide range of demographic groups now
use Faceook.”
As ou can see in the chart, YouTue is also hugel popular –
Pew notes that YouTue “is not a traditional social media
platform”, though it has man social elements, which is wh
the’ve not highlighted in their summar. YouTue is now used
nearl three-quarters of U.. adults, and 94% of 18- to 24-
ear-olds.
ut it’s in the lower age rackets where the more interesting
insights are revealed – as explained Pew:
“Americans ages 18 to 24 are sustantiall more likel to use
platforms such as napchat, Instagram and Twitter even when
compared with those in their mid- to late-20s. These di erences
are especiall notale when it comes to napchat - 78% of 18- to
24-ear-olds are napchat users, ut that share falls to 54%
among those ages 25 to 29.”
With the colored dots on the aove chart plotting the di erent
age groups, ou can see that napchat is almost as popular
among 10-24 ear olds as Faceook - and that’s despite the
rising popularit of Instagram tories and Faceook’s various
other e orts to cur the ephemeral content app’s appeal.
Of course, napchat’s recent redesign seems to have sparked a
level of acklash, and we’ll have to wait and see if that hurts
usage, ut the ndings align with other studies which have
shown that despite Faceook’s e orts, napchat’s popularit
among ounger audiences has onl grown.
No dout that will make Zuck and Co. slightl upset.
While Faceook is clearl the leading social platform, and has
ecome a huge usiness in its own right, the concern here is
that napchat is taking hold with ounger users, and haits
developed at ounger ages have the potential to over ow into
older rackets over time – particularl if those users estalish
their friend networks and sharing ehaviors within those apps.
That means that napchat will eventuall uild larger audience
share in the 25-29 age group, which will then lter through to
the next racket – and eventuall, Faceook could ecome the
next Mpace, an out-of-date, oring network where no one
reall spends an time.
That’s a stretch of course – Faceook has continued to add new
users, and has a range of initiatives in place for continued
expansion. ut Faceook would hate that napchat has een
ale to maintain its resilience, and increase its popularit among
ounger audiences, despite their man e orts.
Faceook-owned Instagram, too, has increased its popularit
and usage, according to Pew’s data, ut reall napchat’s
popularit is what stands out.
Among other notale ndings from Pew:
Pinterest remains sustantiall more popular with women (41%
of whom sa the use the site) than with men (16%).
LinkedIn remains especiall popular among college graduates
and those in high-income households. ome 50% of
Americans with a college degree use LinkedIn, compared with
just 9% of those with a high school diploma or less.
The messaging service WhatsApp is popular in Latin America,
and this popularit also extends to Latinos in the United
tates – 49% of Hispanics report that the are WhatsApp
users, compared with 14% of whites and 21% of lacks.
Pew’s data also shows that Faceook leads in dail usage, with
74% of Faceook users visiting the app dail, with more than half
saing the do several times a da.
ut as ou can see, napchat is also prevalent in this graph – as
explained Pew:
“While the overall share of Americans who use napchat is
smaller than that of Faceook, a similar share of napchat users
(49%) sa the use the platform multiple times per da. All told, a
majorit of napchat (63%) and Instagram (60%) users indicate
that the visit these platforms on a dail asis. “
The data shows that napchat’s hold on its audience is likel
more than most would have expected – when Instagram tories
lew up, and Faceook started pushing its other variations of
tories across its famil of apps, it seemed like the end was nigh
for nap, that Faceook would eventuall low it out of the
water through sheer audience size and capacit for innovation.
That hasn’t happened.
That’s not to sa it never will, ut thus far, napchat has
weathered ever challenge Faceook has thrown at it, and
continued to grow amongst its target market.
Mae nap will ecome a niche tool, and onl ever cater to
ounger users, ut as noted, haits formed at ounger ages can
ow through – there is potential for nap to expand eond this
racket.
That doesn't mean that ever rand should e jumping o of
Faceook and shifting to napchat, or that ever rand should
even e uilding a presence on nap at this stage, as it’s still a
fairl speci c audience (and their rand options are not as
re ned as the could e just et). ut it does show that nap
ma have more potential than some had speculated, particularl
following their initial earnings announcements.
It’s still relativel earl das for the app, ut the data doesn’t lie.