JC Lupis | Marketing Charts | Fri, 31 Mar 2017 13:00:27 +0000

Close to half of Snapchat’s adult audience was aged 35 and older as of December 2016, marking a dramatic change from a year earlier, according to comScore’s latest Cross-Platform Future in Focus report [download page]. The report indicates that 53.4% of the platform’s audience was aged 18-34 in December 2016, down from 76% a year earlier, though that remains the heaviest youth skew of the various platforms measured.

The biggest change has been in the share of audience held by 18-24-year-olds, which dropped from almost half (46.8%) in December 2015 to less than one-third (28.5%) a year later. The 45-54 and 55-64 brackets had the biggest gains in Snapchat user share, collectively growing from 11.2% of the audience to 25.9% share.

In other words, there are almost as many 45-64-year-olds using Snapchat as there are 18-24-year-olds.

To be fair, it’s an incomplete comparison as one age range is much wider than the other. For example, as of last count, the 45-64 bracket comprised 26.1% of the total US population, whereas the 18-24 bracket represented just 9.7% of the population.

Nevertheless, the trends show that Snapchat is becoming more than just a youth platform, though it retains overwhelming popularity among young people.

Indeed, this latest comScore study indicates that Snapchat’s penetration among 18-24-year-olds has reached 78%, more than doubling its penetration (38%) from 3 years earlier. Meanwhile, adoption among older Millennials aged 25-34 has quadruped in that time frame, from 12% to 48%.

So how does Snapchat’s age distribution compare to other social networks? As the below chart demonstrates, it’s now challenged by Tumblr as the most youth-oriented network (at least among adults), as almost half of Tumblr’s audience is aged 18-34. Instagram also has a relatively strong skew towards young adults, while Facebook leans most towards older adults.

For more high-quality data on media audiences, see MarketingCharts’ comprehensive study, US Media Audience Demographics (3rd Edition).

The post The Age Diversity of Snapchat’s Adult Audience Has Changed Drastically in the Past Year appeared first on Marketing Charts.