52 Snapchat Statistics That Matter to Marketers in 2023

While TikTok and Instagram may snatch all the headlines, Snapchat remains one of the most popular social media platforms in the world—which means businesses should be taking note.

Sure, it’s full of silly filters and effects, but under the bells and whistles, Snapchat is a powerful tool for brands that want to connect with their audiences in fun and engaging ways.

If you’re considering using Snapchat for business, it’s time to get familiar with the latest Snapchat stats. Knowledge is power, after all. So get ready to track essential Snapchat age statistics, familiarize yourself with the most up-to-date Snapchat business stats, and dig in deep with interesting facts about the social media platform. With these numbers in hand, you’ll be ready to take your social media marketing strategy to the next level.

Here are all the Snapchat usage statistics you need to make social media a (wait for it!) snap in 2023.

General Snapchat statistics

Snapchat launched in 2011. The messaging app’s signature feature was disappearing private messages and temporary stories, and even as it’s evolved over the past decade-plus with features like shopping and branded filters, at its heart, Snapchat is a tool for connecting with friends and family.

And while it may not be the world’s most popular social media platform (that honor goes to Whatsapp), Snapchat has a real hold on Gen Z. Those who do Snap, snap hard: individually, users spend 30 minutes a day on the app; collectively, they send millions of Snaps every single minute.

All of which is to say, the social media platform is a great fit for brands looking to connect with a young, passionate, highly engaged demographic. If that aligns with your social media target market, read on for some key Snapchat stats.

• As of October 2022, Snapchat has 576 million users total…

• ..and a whopping 347 million daily active users

• The Snapchat app was downloaded a total of 330 million times in 2022 — 54 million of those downloads were in the U.S. market
• More than 2.4 million Snaps are shared every single minute

• Snapchat is the 5th most popular mobile messaging app in the world, and the 12th most popular social platform (it beats out Twitter, Pinterest, and Reddit)

• It’s incredibly rare that a Snapchat user only uses Snapchat: just 0.1% of users are unique to the platform. 83.6% of Snapchat users are also on Facebook, and 81% also use Instagram. Snapchatters are least likely to also be using Reddit… there’s only a 22.3% overlap

• Snapchat supports more than 40 different languages
• In a US consumer satisfaction survey, Snapchat scored high with 70 points (out of a potential 100), beating out Instagram, Twitter, LinkedIn, Tumblr, and Facebook

Snapchat users spend an average of 30 minutes a day on the app

• Strangely, despite this high usage rate, only 1.4% of users call Snapchat their favorite social platform. Whatsapp is the most beloved, winning 16.1% of the vote, followed closely by Facebook (14.6%) and Instagram (14.5%)

Snapchat user statistics

Snapchat’s user base skews young — you’re not going to find a ton of Gen X or Boomers on the app — with some studies even reporting that 60% of all teenagers globally use Snapchat. It’s a number that’s grown consistently over the past five years, despite the glitz and glamor of TikTok among today’s social-loving youth. Among those Gen Z and Millennial users of Snapchat, it’s a fairly even split between male and female, with users located in more than 20 countries around the globe. Commit these Snapchat audience statistics to memory (or, you know, bookmark this page) to make sure you know exactly who you’re, uh, snapping at once you start your business Snapchat account.

• Snapchat’s audience skews young: 20.3% of Snapchat users are under 18, and 38.9% of Snapchat audience is in the 18 to 24 age range
• Among the 25 to 34 demographic (Millennials), only 22.8% use Snapchat
• There are older Snapchat users as well, but not very many: only 3.7% of Snapchat’s audience is over 50
• Snapchat’s audience skews slightly more female than male: 51.1% of Snapchat’s audience self-identifies as female versus 47.8% male users
• In more than 20 countries, Snapchat reaches 90% of the Gen Z population
• 6 in 10 teenagers use Snapchat — that’s a growth of 18% since 2015

• Teen girls are more likely than teen boys to be on Snapchat

• Hispanic teenagers are among Snapchat’s biggest power-user demographic: 23% of this group say they use Snapchat “almost constantly,” while just 12% of white teens and 11% of Black teens say the same

Snapchat usage statistics

By this point, you probably understand that Snapchat is a tool for sending and receiving video messages, either privately or broadcast to the world. But did you know that the average Snapchatter is popping into the app more than 30 times daily or that they love to use the app to communicate directly with their loved ones? Time to dig into these Snapchat usage stats to really chew on all the vital details—from how many messages are sent each month on Snapchat to how often teenagers are logging on.

• The top day for engagement on Snapchat in 2022 was New Year’s Eve

• 42.3% of Snapchat users say they’re on the platform to post or share photos or videos, while 35.8% are there to message friends and family

• The average Snapchat user opens the app more than 30 times a day
  Collectively, Snapchatters send more than 4 billion+ messages daily
• Android users spend 3.1 hours a month on Snapchat — a number similar to Facebook Messenger, but one that’s quite low compared to Youtube (23.4 hours) and Tiktok 22.9)
• Among teens who use Snapchat, a quarter report that they use Snapchat “almost constantly”

• It’s not the most common source for current events, but 4% of U.S. adults say they get their news from Snapchat

• The 2022 AR lens of the year was the Crying Lens, used more than 9.7 billion times

• In 2022, the number of Snap Stories with music grew over 300% (the most-used songs include “Happy Birthday” by Vitamin A, “El Haraka De” by Ahmed Helmy, and “Like Me Better” by Lauv)
• Snapchatters engage with AR 250 million times per day on average and play with AR lenses themselves 6 billion times daily

• More than 300 million Snapchat users engage monthly with the Snap Map (a personalized map that places business listenings and nearby Stories)

• From 2021 to 2022, there was a 55% increase in time spent watching Spotlight content
• Snapchatters are 150% more likely than non-Snapchatters to prefer to communicate with pictures over words

• Snapchat users are also 1.5x more likely than non-Snapchatters to gravitate towards immersive video and mobile games, including AR experiences
• When surveyed, 75% of Snapchat users report that their main reason for using the app is to connect with close family and friends
• Social media users prefer Snapchat over other platforms for “sharing real life moments”

Snapchat for business statistics

If you’re considering using Snapchat for business, you’re in good company: brands from all over the world take advantage of the platform’s loyal, highly engaged audience. Snapchat users find inspiration for purchases and do their shopping research on the app. Innovative tools like AR filters and effects offer the opportunity for advertisers to get creative and interactive with their target audience. Read on for more Snapchat business stats to inspire your social media strategy.

• For Snapchat users, close friends are incredibly influential—4x more influential, in fact, than celebrities or influencers when it comes to purchasing decisions
• On Snapchat, more than any other platform, users are most likely to share their shopping experiences and favorite purchases
• 23.2% of Snapchat users are on the platform to follow or research brands and products
• The current valuation of Snapchat is $38.3 billion
• Despite the headlines about social media causing depression, 90% of Snapchatters report positive feelings while using and viewing Snapchat stories

• Half of Snapchat shoppers agree that AR gives them more confidence about a product’s quality (and 7 in 10 are interested in using AR to interact with a product before buying)

Snapchat advertising statistics

Advertising on Snapchat can get you access to a youthful audience who are ready to do some serious shopping. Even if you have a small social media advertising budget, a little can go a long way on this highly interactive and intimate app, with ad options available to suit almost any budget. Snapchat ads are intended to help you achieve awareness, consideration, or create conversions, and can get up and running in under five minutes. Learn more about your Snapchat ad options here, and then read on for some fast facts about advertising on Snapchat.

• The country with the highest Snapchat audience reach in 2022? Luxembourg
• Meanwhile, the country with the largest eligible ad reach is Saudi Arabia

• India has the largest Snapchat advertising audience, at 145 million, while the U.S. clocks in at 107 million

• Snapchat has a potential reach of 575.7 million people—that’s 11.4% of all internet users, and 7.2% of the global population
• In 2022, Snapchat had a year-over-year increase in ad reach of 7% (38 million people!)
• The majority of Snapchat’s user base is part of Gen Z—a generation with a global spending power of $4.4 trillion. (In the U.S., Gen Z’s collective buying power is $150 billion)
• Snapchat audiences find ads with ‘brand purpose’ 8% more immersive and engaging than ads without a purpose
• The 35-plus market is growing for Snapchat advertisers: year over year, the app has seen a 40% increase in daily average time spent engaging with shows and publisher content
• While Snapchat advertising makes up less than 2% of the U.S. digital ad market, the app’s ads reach nearly half of U.S. smartphone users

• Ads that are 5 to 6 seconds long have the best performance, according to Snapchat
• Surprisingly, 64% of Snapchat ads are viewed with sound on
• Ad recall for Gen Z on Snapchat is higher than other generational cohorts… despite the fact these users spend less time watching each ad: 55% of Gen Z can recall an ad they watched for less than 2 seconds

• After watching an ad on Snapchat, users are 34% more likely to purchase the products advertised themselves and 45% more likely to recommend a brand to their friends

Your head is probably reeling with numbers, but that’s a good thing—that dizzy feeling just means you’re all charged up and ready to create an informed and totally impressive Snapchat business strategy. Take these Snapchat stats and go forth to greatness!