Snapchat: more, older users... in France, the social network distances TikTok and reaches maturity

A “snap” photo at a given moment on the vitality of Snapchat in France.

Usually reluctant to share national data, like all American giants, the social network presented this Thursday the results of several studies which paint a portrait of its users in France and testify to an unexpected progression in several tranches of data. 'age.

The most innovative, led by the company Médiamétrie, was interested in the audience of the platform active in France for a decade.

A heavyweight in mobile Internet consumption, Snapchat is consulted by 17.9 million people per day, or just over one in three daily Internet users, according to measurements taken last January.

About 5 million additional users have joined the platform since 2020. This makes the ghost network the 4th most used application behind the indestructible Facebook, Google and WhatsApp.

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By refining the analysis, the platform dominates all the other social networks on the 15-49 age group, with 12.9 million unique daily visitors, while the rival TikTok is content on these generations to gather 5.7 million fans, or that Instagram tops out at 10.8 million.

The audience is driven, unsurprisingly, by 15-24 year olds who make up 34% of consultations.

More surprisingly, the strongest growth (62%) over the past two years is found among 35-49 year olds, despite some controversy over online harassment or criticism from the Minister of the Interior who called it the “drug social network”.

According to these data, Snapchat has therefore succeeded in retaining its historical users.

“Some of our first

have moved into the upper age bracket and others are real recruits who arrived during confinement, to find relatives, and who stayed”, underlines David Sourenian, director of studies. for Europe at Snapchat.

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“A lot of my friends now have their parents as friends on Snap,” confirms Rose, a 15-year-old high school student.

"It makes it easier to send messages and there are more people my age than on WhatsApp," she says.

The function of tracking the geolocation of its contacts is probably not unrelated to the success of the application with families.

The average “Snap” user spends about 49 minutes per day on it;

the youngest (15-24 years old) devote more than an hour to it.

Most of them are female users (61%) who come to discuss and discuss the strong themes of fashion, gaming or even beauty and cosmetics.

Promising subjects for brands which, too, should not remain insensitive to the figures of this transparency operation.