Snapchat may not be in the news as much as Twitter/X. It may not have as many users as Facebook. It’s certainly not as new and buzzy as TikTok. But good ol’ Snap still has plenty to offer the world of social media marketing.
After all, there are 800 million monthly active users on Snapchat in 2024—and 405 million people use Snapchat every single day to stay in touch with friends and family. And most of those users are an extremely desirable demographic: the youth! The precious, precious youth!
If you want to reach a young, super active target audience who loves to Snap hard and Snap often, it’s time to dig into the numbers. Read on for all the vital stats on Snapchat, from demographics to user habits. Feel free to bookmark this page for reference, even—unlike a Snap story, this post won’t be disappearing any time soon.
Bonus: Find out what people really want from brands on social—including why they follow, engage, buy, and even unfollow them—in The Social Media Consumer Report.
General Snapchat statistics
1. There are 800 million monthly active users on Snapchat
In February 2024, Snapchat surpassed 800 million monthly active users. Sure, this seems like a drop in the bucket compared to a monster like Facebook (with more than three billion users), but that’s still an awful lot of people snapping on the reg.
2. Snapchat has 406 million daily active users
More than 400 million people around the world open up Snapchat each day. According to Statista, the app has experienced a steady increase of DAUs since 2019… so it seems likely Snap will just continue its trajectory from here.
3. Snapchat usage is predicted to increase by 27% in the next four years
Though it’s not the shiny new social media platform on the scene, Snapchat continues to grow its user base year over year. Based on past growth, Statista estimates that the number of Snapchat users worldwide will grow to 165.7 million by 2028—a jump of 27%.
4. Snapchat is the 10th most popular social network in the world
It’s low on the list of globally popular social networks—ranking below Facebook, Youtube, WhatsApp, Instagram, TikTok, WeChat, Facebook Messenger, Telegram and Douyin—but that doesn’t mean Snapchat is a write off. It’s extremely popular with users age 13 to 24. If they’re a valuable audience for you, then Snapchat is an app well worth watching.
Source: Statista
5. Snapchat is the 5th most popular messaging app
If you’re considering Snapchat a messenger app instead of a social app, it fares much better. Comparing it to apps like WhatsApp and Telegram, Snapchat is the 5th most popular way to send messages online.
6. Snapchat is one of the fastest growing social media platforms
In 2023, Snapchat experienced a year-on-year audience growth of 13.9%. Instagram, comparatively, had a growth rate of -10.8%.
Snapchat user statistics
7. 20% of Snapchat users are teenagers
Users between 13 and 17 years old make up one-fifth of Snapchat’s audience. If you’re looking to connect with a teenage audience, this seems like a very good place to do it. Freshen up on your Snapchat marketing skills and go get ‘em!
8. The majority of Snapchat users are between 18 and 24 years old
This age group is a key target for Snapchat, with 38.5% of users fitting into this range. On the other end of the age spectrum, it’s worth noting that people over 35 are extremely unlikely to use Snapchat.
9. Snapchat is projected to reach 49.5 million Gen Z users by 2025
Though Snapchat may not be the biggest or most popular social media app globally, it has a lock on the valuable Gen Z demographic. Since 2020, it’s been the preferred messaging and video-sharing platform of this age group, outranking even TikTok.
Source: Statista
10. 51% of Snapchat’s audience identifies as female
It’s a pretty even split between men and women on Snapchat, with 51% of the global audience identifying as female. (Note that these statistics do not seem to account for non-binary users.)
11. India is the country with the most Snapchat users
As of April 2023, India has more Snapchat users than any other country, with 182.35 million users. The United States has 108.8 million users, making it the country with the second biggest Snapchat audience. Interestingly, every other country falls much further behind—Pakistan has the third biggest audience, but only counts 26.35 Snapchat users.
Source: Statista
12. Bahrain has the highest Snapchat penetration rate of any country
Almost 80% of the population in Bahrain use Snapchat, which makes it the country with the highest penetration rate for the app (according to a Statista study in 2022). Luxembourg is a close second, with an audience reach of 76%. Saudi Arabia has a large Snapchat audience as well, with a usage penetration of 74.3%,
Snapchat usage statistics
13. Snapchat users open the app nearly 40x a day
Daily users on Snapchat are highly engaged, and open up the app almost 40 times each day. If you’re an advertiser, or a brand creating organic Snap content, the odds of getting seen are pretty high, according to Snapchat itself.
14. 14% of U.S. teens use Snapchat “almost constantly”
Another 29% of U.S. teens report using Snapchat several times a day.
Source: eMarketer
15. 90% of Snapchat users report feeling happy, comfortable and connected while using Snapchat
With so many fear-mongering reports about social media’s impact on mental health and happiness, it’s nice to see an app that actually brings people joy. Snapchatters report higher satisfaction with the quality of their relationships and friendships than non-Snapchatters. Nine out of 10 express that they feel “comfortable, happy an connected” when using Snapchat’s services.
16. More than 300 million Snapchatters use AR daily
Snapchat’s augmented reality tools are part of what makes the app so much fun to use. No wonder, then, that more than 300 million users engage with AR each day. Not sure how to get started with Snap’s lenses and AR filters? Our beginner’s guide to Snapchat can help.
17. 20 billion messages have been sent to Snapchat’s AI-powered chatbot
More than 200 million people have started conversations with My AI, Snapchat’s AI-powered chatbot. Snapchat estimates it may be one of the most widely used AI chatbots in the world at this point in time.
18. Public Stories have increased 3x this year
Compared to 2022, more creators are posting public-facing content to Snapchat, with 300% more Stories posted in the U.S. this year.
Snapchat for business statistics
19. 7 million users subscribe to Snapchat+
The paid version of Snapchat was released in June 2022—Snapchat+ users have access to experimental and pre-release features for $3.99USD monthly. By the end of 2023, seven million users had subscribed.
20. People are more likely to share purchases and shopping moments on Snapchat
Compared to other social media platforms, Snapchat is the most likely place for people to share purchases they love or fun shopping moments.
Snapchat advertising statistics
21. 64% of ads are viewed with sound on
Don’t forget about the auditory component of your ad, if you’re marketing on Snapchat—a whopping 64% of Snapchat ads are viewed with the sound on.
22. Snapchatters are 45% more likely to recommend a brand after watching an ad on the platform
After they’ve seen ads on Snapchat, users are 45% more likely to recommend that advertised brand to a friend. Another very compelling number: 34% of Snapchatters are more likely to purchase a product advertised on Snapchat than through another outlet.
23. Audiences are 34% more likely to buy items advertised on Snapchat than other platforms
This is according to Snapchat itself, so perhaps take this stat with a grain of salt. But its audience of Gen Z and the young generation Millennials have a lot of disposable income to spend—a combined spending power of $5 trillion, allegedly—so it probably can’t hurt to try? Here’s everything you need to to know to get started with Snap ads.
24. Snapchat ads can reach 75% of the 13-34 year old population in more than 25 countries
If you really want to tap into the Gen Z or Millennial market, Snapchat is your avenue. Across 25 countries, Snapchat can reach 90% of the 13-to-24-year-old demographic, and three-quarters of 13-to-34 year olds.
Snapchat statistics FAQ
Which age group uses Snapchat the most?
Most Snapchatters are between 18 and 24 years old. Almost 40% of users fall into this demographic. Teenagers make up another large chunk of the Snapchat user base: 20% of Snapchatters are between 13 and 17 years old.
How popular is Snapchat in 2024?
Snapchat is the 10th most popular social media platform, but the 5th most popular social messaging app. It’s got 800 million monthly active users, a number that continues to grow year over year. While it’s not the most-used app in the world, it’s got a loyal fan base—more than half of Snappchatters engage with the app each day.
Is Snapchat getting more or less popular?
Though Snapchat has been around since 2011, it continues to grow its audience year over year. In February 2024, it hit 800 million monthly active users for the first time. As you can see from this Google Trends chart, the interest in Snapchat has remained fairly steady over the past five years, with occasional frenzied searching when a big update happens on the app. Snap is steady as she goes.
Source: Google Trends
