Australians love Snapchat

Snapchat has released local daily usage figures for the first time, revealing Australians are among the platform’s highest users per capita. 4 million Aussies use the app daily, representing a quarter of total smartphone users. Mirroring global trends, 18-34 year olds dominate the audience profile, with the majority actively creating their own content.

Our take

Given Facebook’s recent controversies, its great timing for Snap Inc to release robust daily numbers and ensure transparency and confidence to the market. The figures demonstrate Snapchat’s millennial fans to be active and engaged users, and certainly advertiser friendly! However with potential IPO’s and advertising models expanding, they must be careful not to alienate those who love the platform for its intimacy and uncluttered experience.

Hannah Milne

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.