A blog on a site specializing in news related to the "Snapchat" application highlighted a previous report discussing thousands of individuals who use the "Snapchat" app daily. These users, aged 13 and older, are located in the United States, Brazil, Spain, India, Mexico, the United Kingdom, France, Germany, Italy, the Netherlands, Norway, Saudi Arabia, the United Arab Emirates, Malaysia, Indonesia, Japan, and Australia. The report focused on their interests and how they are leading trends through their communication, shopping, and entertainment habits.
The primary reason for their use of the app is to communicate with friends and family, especially since the COVID-19 pandemic has strengthened relationships. Seventy percent of users reported spending more time with their families during this period. While many digital communication tools are available to this demographic, they do not rely solely on traditional communication methods; Snapchat users tend to communicate through images 150% more than non-users. Additionally, they share memes, videos, and emojis to connect with one another.
The "Snapchat Generation" also prefers gaming as a new means of communication. Seventy percent of app users enjoy playing games with friends and family, while 49% have met new friends through video games, highlighting gaming as a unique social tool that brings people closer together. Over half of the users consider gaming a productive activity that helps them acquire and build new skills.
Regarding spending, a new study shows that the "Snapchat Generation" has become a new type of shopper, engaging in stories and experiences while utilizing the latest technologies. Snapchat users possess approximately $4.4 trillion in global buying power and view both large and small brands equally. In this context, one in two users indicates a desire to understand the background of the brands and products they purchase. Additionally, Snapchat users are three times more likely than non-users to use augmented reality to try out products, allowing brands that create compelling narratives and advanced experiences to establish a strong connection with this generation.
Change and Social Media Platforms
The "Snapchat Generation" believes it can help change the world through social media tools. Fifty-three percent of users feel they can create social changes and contribute to activist movements through digital platforms. They shift from interacting to purchasing from brands that support their values. In this regard, one in two users from the "Snapchat Generation" is likely to avoid buying from brands that promote social issues that do not align with their interests since brand values are crucial to them, and they are willing to put in more effort than non-users to support favored brands.
Understanding the Values of the "Snapchat Generation"
Inclusivity is paramount for app users; three out of four users describe themselves as having cultures and ideas more varied than those who do not use "Snapchat." In the United States, the "Snapchat Generation" is more than twice as likely to be Black and three times more likely to be of Latino descent compared to older generations. Creative expression ranks high on the priority list for "Snapchat" users, as this generation expresses itself through music, clothing, and mental and physical health care. This generation is rapidly evolving, with 60% of users feeling expected to behave like adults despite their youth.
A Force Shaping the Future
To connect with the "Snapchat Generation," brands need to find trustworthy ways to demonstrate their role by supporting and investing in important issues. Brands should think strategically about how to include the "Snapchat Generation" in their narratives. As agents of change, this generation expects brands to be allies who join them in creating the changes they wish to see in the world.
