Where social media networks are concerned, the amount of eyeballs and for how long these eyeballs stick are important statistics. After all, you could have millions upon millions of registered users, but that doesn’t mean that they’re active and using the service. Without figures that investors and advertizers can understand and use, a social network such as Snapchat will struggle to attract new business. Luckily for Snapchat, they have no such problems, and the service has become more and more popular over the past couple of years. In a new report – commissioned by the yellow app themselves – from Nielsen, Snapchat has some impressive metrics that should wow more than a few investors and advertizers to part with their cash.
Of Snapchat’s roughly 100 Million active users, 60% create new content and share with others, while the majority of users spend roughly 25 – 30 minutes on average every day on the service. That’s an impressive metric on its own, but when the same Nielsen report goes on to say that 41% of all 18 to 34 year olds living in the United States are reached by Snapchat, it’s clear that they’ve hit the big time. This pales to the 6% of the same demographic reached by the Top 15 TV stations in the US. These – as well as other figures – are said to be part of a pitch put together by Snapchat to attract new advertizers and position itself as an alternative to the traditional TV spot. These are statistics put together by Nielsen back iN February and might not be 100% up-to-date, but if anything these go to show that Snapchat must be doing something right.
Many Snapchat users will be unhappy to hear that the firm is turning more to advertizing, but considering that the app is free, the company needs to make money somehow. Snapchat is now looking towards the big money that advertizers would traditionally throw at the big TV networks, but those new statistics might not paint the whole picture and many firms will be wary of advertizing with Snapchat, a relative unknown in the world of mainstream media. While Twitter is used in conjunction with Live TV and sporting events to great effect, it’s unclear whether or not Snapchat can become the same.