Snapchat Usage Soars Among Millennials

Snapchat is the fastest growing social media platform among millennials by a large margin, according to a new survey of those crazy kids and their whole mobile online meshugas by Harvard University’s Institute of Politics.

Harvard surveyed 2,011 Americans in the 18-29 age bracket and found that 36% of them have a Snapchat account, up from 28% last year. Like most social media sites, Snapchat’s user base skews female, with 42% of millennial women on board compared to 31% of men.

In a close second, 46% of Americans ages 18-29 have an Instagram account, up 7% from last year, while the proportion who use Pinterest increased 4% to 34%. Unsurprisingly Pinterest skews heavily female as well, with 55% of millennial women using the scrapbooking site compared to just 12% of men.

More established social platforms still have a larger user base, but are growing more slowly. Thus 81% of millennials have a Facebook account, and probably think they are required by law to do so -- up just 1% from last year. Blogging site Tumblr also edged up 1% to 14%.



Even that growth rate looks attractive next to some stagnant social platforms: most notably the proportion of millennials who have a Twitter account remained steady at 38%. Finally 27% of millennials have an account on LinkedIn in 2015; however there is no comparable data for 2014.

These figures line up pretty well with some other recent surveys. Back in September, Ipsos polled Americans ages 18-35 about social media usage and found that 54% said they didn’t have a Snapchat account (please note the negative construction of the question). By age groups, that included just 35% of respondents ages 20-25 who said they didn’t have a Snapchat account, 58% of those ages 26-30, and 73% ages 31-35.

2 comments about "Snapchat Usage Soars Among Millennials".
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  1. Douglas Ferguson from College of Charleston, December 11, 2015 at 12:43 p.m.

    Merely having an account does not say much about daily usage.

  2. Liam Doyle from Salesforce Marketing Cloud, December 11, 2015 at 3:33 p.m.

    That's a confusing statement. Instagram is at 46%, growing 7%, and Snapchat is at 36%, growing 8%, but you say that Instagram is coming a close second?

    What's more important, the usage or the growth? Because Instagram is growing almost as fast on a larger base...

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