• by Colin Kirkland , October 19, 2023

Snapchat has released the results of a study it commissioned with GlobalWebIndex (GWI), which compares the platform’s core audience to that of competing social media apps.

The findings show that a surprising portion of Snapchat’s 400 million daily active users are not as reachable on other platforms, providing brands with a specific pool of consumers to target.  

To conduct the study, GWI surveyed over 20,000 daily Snapchatters across the globe and 27 markets during the first half of 2023. The study found that many daily Snapchat users do not use TikTok, YouTube, X or Facebook every day.

In the United States, 43% of daily Snapchatters between the ages of 16-64 are not on TikTok every day -- including nearly half of millennial users between the ages of 25 and 34. Over half of Snap’s core base does not use YouTube daily and 70% do not use X every day. 

The results show that the number of daily Snapchat users who are not on YouTube or Twitter increased across all age groups compared to H2 2022.

It seems that a higher percentage of U.S.-based Snapchat  use Facebook more regularly than than other apps, and 39% of 16- to-64-year-olds do not use the app daily. However, this percentage rises to 63% when looking at 16-24 year-olds.

“We believe the reason for this exclusive daily reach is in large part due to Snapchat’s differentiated value from other platforms,” the company wrote in a blog post, citing the app’s recent ranking as the top happiest social media platform, with over 90% of users reporting they feel comfortable and connected on the platform, according to a study Snap commissioned with Alter Agents in 2022.

In terms of “differentiated value,” the platform also leads the social media world in augmented reality experiences and engagement, with over 250 million of 750 million total active Snapchatters using in-app AR per day on average. 

At its Investor Day in February, the company shared that at its current growth rate -- 15 consecutive quarters of 10% year-over-year growth -- it sees a path to reach over one billion people in the next two to three years.