Snapchat poised to skyrocket among older users

Close to 8 million Snapchatters will be over the age of 45, according to the research, just over 11 percent of the total U.S. user base.

Snapchat, the photo-sharing mobile app known for these filters, is gaining older users.

USA usage of the platform will jump 14.2% compared with previous year, with growth continuing through to 2021 when its total user base is expected to hit 89.2 million, with users aged between 35 and 54 expected to provide the bulk of the growth during the forecast period (see chart immediately below).

Previous eMarketer projections saw that demographic at 4.2 percent.

Snapchat will have 70.4 million U.S users in 2017, eMarketer estimated Tuesday, a 14.2% gain from 2016 and from a June forecast of 66.6 million.

EMarketer lowered its projections for Snapchat users who are 24 years old and younger because of the competition from Instagram.

While Snap cautioned it had no binding commitments yet from investors accepting such a lock-up period, the disclosure is a sign of confidence from the company in what is expected to be the biggest U.S. IPO since Facebook Inc FB.O . The Venice tech firm is scheduled to price its shares on Wednesday, a day before it's expected to make its public debut on the New York Stock Exchange.

"In 2016, Snapchat closed the gap considerably, lagging behind Instagram by just 6.8 million users", wrote Chung. "Older groups are now more likely to tune in for content. Meanwhile, the younger groups are less likely to add Snapchat when Instagram Stories can fulfill their broadcasting needs", added Chung.

The ephemeral messaging app, which allows users to capture short videos or morph their faces into a dog, deer and other cute animals, is becoming more popular with Americans between the ages of 45 to 54, eMarketer found. The platform has multiple partnerships with television networks for mini episodes. Both platforms have advertisements sandwiched between user posts.

"We're projecting this gap to widen as Instagram focuses on growing its user base to maximize reach, while Snap Inc. seems to be focusing on keeping its niche audience engaged and spending more time within the app".

  • Zachary Reyes