“Bunny ears” filters and stories always seduce young people, but also their elders. Snapchat remains the most popular mobile app among 15-49 year olds in France, according to data from Médiamétrie.
Boosted for two years by the health context, Snapchat had some 25 million monthly users in France in January 2022, i.e. 26% more than in 2020, and 17.9 million daily users, up 32% on the same period. All ages combined, Snapchat has thus become the fourth most visited application each day, behind Facebook (20.9 million), Google (18.4 million) and WhatsApp (18.2 million), but ahead of Messenger (16 million) and Instagram (14.9 million).
Among 15-49 year olds, the Californian firm dominates the top 10 with 12.9 million daily users, or 57% of Internet users in this age group, ahead of Facebook (12.3 million, 54%), Instagram ( 10.8 million, 47%) and WhatsApp (10.5 million, 46%). Chinese rival TikTok ranks last with 5.7 million daily users (25%).
Another lesson is the growth of “Snap” driven by those aged 35 and over, even if a majority of users (34%) are between 15 and 24 years old. We note that from 2020 to 2022, the number of daily users has increased by 62% among 35-49 year olds (4 million), or even tripled among 50-65 year olds (2.5 million) and over 65s. (0.5 million). This aging of the audience testifies both to the loyalty of snapchatters of the first hour and a recruitment of new followers with the health crisis, analyzes David Sourenian, director of studies for Europe at Snapchat.
“We really saw an acceleration of uses on all messaging platforms during the first confinement” of 2020, confirms Bertrand Krug of Médiamétrie, who identifies a “logic of addition where the French have connected to several […] networks to maintain the link” with their loved ones.
In addition to its playful photo filters, Snapchat relies on augmented reality to attract advertisers, as well as on content produced with around forty French media in its Discover section, frequented daily by half of its users. Discover will now be embellished with a new format, the dynamic storieswhich authorizes automatic publications from content already created on the Web by partner publishers, “significantly lower costs”according to a press release. Foot Mercato, GQ France, Le Figaro, Marie Claire, vogue, Current wife, Gala and Paris Match are the first users of this format in France.