Monday, August 27, 2018

Want To Reach Young Adults? Snapchat Passes Ageing Facebook

In the 2017 UK General Election the Labour Party made the decision to deploy Snapchat to get the message out to younger voters. It reported that 7.3m individuals viewed their communications on Snapchat. The latest data shows that 90% of 18-24 year olds in the UK, some 5m people, use Snapchat.

In August 2017 eMarketer reported that Snapchat had overtaken Facebook in popularity among both 12-17 year olds and 18-24 year olds in the US.

US Young Adult Facebook, Instagram and Snapchat Users 2017

A year later, in August 2018, the latest eMarketer figures show a continued decline in Facebook's younger users and the growing importance of both Snapchat and Instagram.

The latest eMarketer data for the UK, published by The Guardian, shows just how quickly Snapchat has grown to over 5m users in the 18-24 age group in the UK. This means around 90% of all UK 18-24 year olds use Snapchat according to ONS data.

UK Social Media Users Aged 18-24 (2008 to 2018)

The eMarketer data also shows the growing popularity of Instagram in the 18-24 year old age group. By contrast the number of 18-24 year old Facebook users has continued to decline. Political parties will be developing and refining their Snapchat and Instagram strategies to reach younger voters in future.

However, Facebook will remain a critical platform for political parties, not least to reach older voters. The eMarketer data shows that Facebook is becoming increasingly popular with older people, with almost 7 million people over 55 now using Facebook in the UK. 

                                  UK Over 55 Year Old Social Media Users 2008-2018