Snap Inc – the company behind Snapchat – has heralded “the Snapchat Generation”, after the company revealed it now reaches 85 per cent of Australian Gen Zs.
The video and image sharing platform had even greater penetration with Australians aged between 18 and 24, reaching 90 per cent of the demographic, according to data from Snap Ads Manager as of March 30 2020.
And despite its well-known popularity among younger users, research suggests there is some mass appeal, with the app reaching 65 per cent of 13-34 year-olds in Australia.
“The Snapchat Generation has never been larger or more active,” said Snap’s general manager for Australia and New Zealand, Kathryn Carter.
“We’re witnessing a digital transformation being led by Australia’s Millennial and Gen Z cohort, which we believe will contribute to a sustained uplift in the digital economy over time.”
Like many other social media platforms, lockdown measures have seen the number of people using Snapchat increase in recent months.
Global data shows 75 per cent of the Snapchat community engage with Augmented Reality (AR) Lens Experiences Daily, while sending Snaps with a Lens has increased 37 per cent during late March compared to late February.
And this is bringing with it opportunities for brands.
Playtime of Sponsored Lenses has increased by 18 per cent in recent months, while swipe-up rates for Sponsored Lenses surged 22 per cent during late March compared to late February.
“Australian brands are recognising that Snapchatters aren’t just their future, but present consumers,” added Carter.
“They hold significant lifetime value for advertisers and are in the process of building brand loyalties – an attractive proposition for marketers.”
