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Wireless & Mobile Landscape

A Profile of the Snapchat User: Communicating with photos, videos… and data

Snapchat claims to have over 100 million daily users that spend an average of 30 minutes per day inside the app. For a social media company that began just four years ago in 2012, these are numbers to take notice of. Snapchat has managed to hook a millennial audience interested in capturing the everyday moments of their lives. More recently, Snapchat has branched out from just being a communication app to providing entertainment services to Snapchat users worldwide through their Discover channels.

This market study profiles the average Snapchat user in terms of who they tend to be, what devices they use, and which other over the top entertainment and communication services they use. In addition, this market study includes a model of how much bandwidth the average Snapchat user consumes.


Key Questions Answered

  • What are the demographics, including age splits, number of children, household income and gender, of the average Snapchat user?
  • What devices do Snapchat users have? How does their usage compare to the average U.S. household and non-Snapchat households?
  • What devices do Snapchat users use for over the top services?
  • How much time does the average Snapchat user spend on the app?
  • How much mobile bandwidth do Snapchat households consume?
  • How much data does the average Snapchat user consume each month?

Who Should Read

  • Mobile operators
  • Device OEMs
  • Mobile infrastructure vendors
  • Mobile backhaul services and solutions providers
  • Content providers and distributors
  • Financial analysts and investors.

Table of Contents

  • Abstract
  • Executive Summary
  • Methodology
    • U.S. Consumer Survey, May 2016
    • Snapchat profile
  • Introduction to Snapchat
  • Snapchat U.S. User Profile
    • Demographics
  • On the Go & Wireless Network Use
  • OTT Services & Devices
    • Devices Used
  • Wired Broadband & Wireless Data Plans
  • Estimating Snapchat Data Usage
  • Consumer Demographics
    • Demographic Profile of U.S. Consumer Respondents
  • Definitions
    • General
    • Device Types
    • Services
    • Network Technology
  • About iGR
    • Disclaimer

List of Tables

  • Table 1: Snapchat Users versus Non-Snapchat Users, Over-the-Top Services
  • Table 2: Devices Present in Home
  • Table 3: Age of Snapchat Users
  • Table 4: Employment Status of Snapchat Users
  • Table 5: Children in Snapchat Users’ Households
  • Table 6: Household Income
  • Table 7: Time Spent “On the Go”
  • Table 8: Activities while On the Go, Snapchat Users
  • Table 9: Type of Wireless Network Used while On the Go
  • Table 10: At Home Use of Various Internet Activities
  • Table 11: On the Go Use of Various Internet Activities
  • Table 12: Use of Smartphone
  • Table 13: Why Use Video Streaming Applications and Services
  • Table 14: Why Use OTT Communications Applications and Services
  • Table 15: How Often Snapchat is Used, Snapchat Users
  • Table 16: Devices Used to Engage in Snapchat Application, Snapchat Users
  • Table 17: Number of Smartphones in Household
  • Table 18: Number of Laptops in Household
  • Table 19: Number of Tablets in Household
  • Table 20: Average Number of Other Devices
  • Table 21: OS of Smartphones
  • Table 22: OS of Tablets
  • Table 23: Average Wired Broadband Speed
  • Table 24: Typical Mobile Rate Plan
  • Table 25: Average Number of Lines per Wireless Rate Plan
  • Table 26: Amount of Mobile Data Used per Month
  • Table 27: Age of Snapchat Users
  • Table 28: Frequency of Household’s Snapchat Use
  • Table 29: Some Differences between Snapchatters and Non-Snapchatters
  • Table 30: Snap/Photo Assumptions
  • Table 31: Short Videos Assumptions
  • Table 32: Discover Tab Assumptions
  • Table 33: Average Snapchatter’s Data Usage, MB per Month
  • Table 34: Respondent Age
  • Table 35: Respondent Gender
  • Table 36: Respondent Ethnic Background
  • Table 37: Respondent Annual Household Income
  • Table 38: Respondent Level of Education
  • Table 39: Age of Children in Household
  • Table 40: Respondent Region
  • Table 41: Respondent Marital Status

List of Charts

  • Figure A: Average Snapchatter’s Data Usage, MB per Month
  • Figure 1: Snapchat Users versus Non-Snapchat Users
  • Figure 2: Devices Present in Home
  • Figure 3: Age of Snapchat Users
  • Figure 4: Employment Status of Snapchat Users
  • Figure 5: Children in Snapchat Users’ Households
  • Figure 6: Household Income
  • Figure 7: Time Spent “On the Go”
  • Figure 8: Activities while On the Go, Snapchat Users
  • Figure 9: Type of Network Used while On the Go
  • Figure 10: At Home Use of Various Internet Activities
  • Figure 11: On the Go Use of Various Internet Activities
  • Figure 12: Use of Smartphone
  • Figure 13: Why Use Video Streaming Applications and Services
  • Figure 14: Why Use OTT Communications Applications and Services
  • Figure 15: How Often Snapchat is Used, Snapchat Users
  • Figure 16: Devices Used to Engage in Snapchat Application, Snapchat Users
  • Figure 17: Number of Smartphones in Household
  • Figure 18: Number of Laptops in Household
  • Figure 19: Number of Tablets in Household
  • Figure 20: OS of Smartphones
  • Figure 21: OS of Tablets
  • Figure 22: Average Wired Broadband Speed
  • Figure 23: Typical Mobile Rate Plan
  • Figure 24: Average Number of Lines per Wireless Rate Plan
  • Figure 25: Amount of Mobile Data Used per Month
  • Figure 26: Age of Snapchat Users
  • Figure 27: Frequency of Household’s Snapchat Use
  • Figure 28: Average Snapchatter’s Data Usage, MB per Month
  • Figure 29: Respondent Age
  • Figure 30: Respondent Gender
  • Figure 31: Respondent Ethnic Background
  • Figure 32: Respondent Annual Household Income
  • Figure 33: Respondent Level of Education
  • Figure 34: Age of Children in Household
  • Figure 35: Respondent Region
  • Figure 36: Respondent Marital Status

For additional information on the A Profile of the Snapchat User: Communicating with photos, videos… and data market study, please contact Iain Gillott at (512) 263-5682 or by email.