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The Total Youth Research Guide to Snapchat

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Snapchat is one of the hottest mobile messenger apps in the market today. Its iPhone user base grew 100% in the last year. And, while it's still a small player in the overall messenger market - it has the 2 factors rival messenger apps crave: the attention and trust of young users.

That's why Snapchat recently raised just under $500 million and it's using the money to build out new services for youth like news aggregation and payments. In this presentation, I look at the driving factors behind the Snapchat phenomenon and why youth are key to its success.

Publicada em: Mídias sociais

The Total Youth Research Guide to Snapchat

  1. 1. The Total Youth Research Guide to SNAPCHAT www.TotalYouthResearch.com
  2. 2. Youth, Students, Teens, Millennials, Generation Y, Generation Z TOTAL YOUTH RESEARCH
  3. 3. www.TotalYouthResearch.com …it’s all about Quality not Quantity
  4. 4. www.TotalYouthResearch.com … if you want to learn more about Snapchat, teens and Millennials, click the link in the following slide…
  5. 5. www.TotalYouthResearch.com CLICK BUTTON to ACCESS this 
 FREE explainer video giving you 
 background insights for this presentation
  6. 6. www.TotalYouthResearch.com So, what is Snapchat?
  7. 7. 7 www.TotalYouthResearch.comwww.TotalYouthResearch.com Snapchat is a photo and video sharing app popular with Millennials that automatically deletes the messages you send and receive.
  8. 8. www.TotalYouthResearch.com
  9. 9. www.TotalYouthResearch.com …and why are people buzzing about Snapchat?
  10. 10. www.TotalYouthResearch.com
  11. 11. www.TotalYouthResearch.com
  12. 12. www.TotalYouthResearch.com 100% growth in 1 year
  13. 13. www.TotalYouthResearch.com
  14. 14. Share the love don’t forget to 
 hit the LIKE button so other Slideshare users can discover this too www.TotalYouthResearch.com
  15. 15. www.TotalYouthResearch.com Here are my 3 reasons why Snapchat is HOT right now…
  16. 16. www.TotalYouthResearch.com #1  VOLUME
  17. 17. www.TotalYouthResearch.com Snapchat is nearing 1 billion messages a day…
  18. 18. www.TotalYouthResearch.com …but it’s still quite small in the general messenger landscape
  19. 19. www.TotalYouthResearch.com 4% 4% 4% 8% 8% 9% 10% 25% 32% 35% Top Mobile Messenger Apps for Millennials Facebook  Messenger SOURCE: GLOBAL WEB INDEX Q3-Q4 2014 % used in last month 17-31 years (exc China) FACEBOOK  DOMINATES  BUT  GROWTH  SLOWS   Facebook dominates the mobile messenger market by default but new entrants continue to eat up market share Whatsapp Skype Viber WeChat Line Snapchat Kakao Kik Tango
  20. 20. www.TotalYouthResearch.com 4% 4% 4% 8% 8% 9% 10% 25% 32% 35% Top Mobile Messenger Apps for Millennials Facebook  Messenger SOURCE: GLOBAL WEB INDEX Q3-Q4 2014 % used in last month 17-31 years (exc China) FACEBOOK  DOMINATES  BUT  GROWTH  SLOWS   Facebook dominates the mobile messenger market by default but new entrants continue to eat up market share Whatsapp Skype Viber WeChat Line Snapchat Kakao Kik Tango
  21. 21. www.TotalYouthResearch.com But, size isn’t everything What counts is the quality of its user base…
  22. 22. www.TotalYouthResearch.com #2  DEMOGRAPHICS
  23. 23. www.TotalYouthResearch.com Key differentiator - Gen Y & Gen Z users
  24. 24. www.TotalYouthResearch.com
  25. 25. www.TotalYouthResearch.com Compare with other networks….
  26. 26. www.TotalYouthResearch.com
  27. 27. www.TotalYouthResearch.com Snapchat is the youngest of all messenger apps
  28. 28. www.TotalYouthResearch.com
  29. 29. www.TotalYouthResearch.com Especially popular with Teens
  30. 30. www.TotalYouthResearch.com
  31. 31. www.TotalYouthResearch.com Actually, that should be 11% of all teens say they used Snapchat more than Facebook any other media
  32. 32. www.TotalYouthResearch.com But quality doesn’t stop at demographics, here’s what really counts…
  33. 33. www.TotalYouthResearch.com #3  TRUST
  34. 34. www.TotalYouthResearch.com Snapchat has the trust that others don’t
  35. 35. www.TotalYouthResearch.com Snapchat’s  key  selling  point  is  the  auto-­‐deletion  of   messages  and  videos.  
  36. 36. www.TotalYouthResearch.com …reflected in the close relationships maintained on Snapchat
  37. 37. www.TotalYouthResearch.com 17% 45% 61% 92% Which of these friend groups would you invite to Snapchat? Close friends I trust to never share message Friends I’d forgive if they shared Most friends Others SOURCE: MOBILESQUARED 2014 TRUST  IS  KEY   Millennials care about privacy and share more with people they trust.
  38. 38. www.TotalYouthResearch.com 17% 45% 61% 92% Which of these friend groups would you invite to Snapchat? Close friends I trust to never share message Friends I’d forgive if they shared Most friends Others SOURCE: MOBILESQUARED 2014 TRUST  IS  KEY   Millennials care about privacy and share more with people they trust.
  39. 39. www.TotalYouthResearch.com Privacy is not a feature, it’s a benefit…
  40. 40. www.TotalYouthResearch.com said the #1 reason they used Snapchat was because it didn’t store messages 77% source: Mobile Squared 2014
  41. 41. www.TotalYouthResearch.com Don’t believe the hype…
  42. 42. www.TotalYouthResearch.com Youth care about Privacy… a lot
  43. 43. www.TotalYouthResearch.com privacy isn’t a burden but a key selling point for Gens Y & Z privacy generation
  44. 44. www.TotalYouthResearch.com Snapchat is demonstrating how light touch profiling opens doors to new opportunities…
  45. 45. www.TotalYouthResearch.com Trust = New Services
  46. 46. www.TotalYouthResearch.com Snapchat  Discover  brings  news  to  a  generation  of   customers  who  have  shunned  traditional  channels.
  47. 47. www.TotalYouthResearch.com
  48. 48. www.TotalYouthResearch.com Go  with  the  eyeballs.  Work  with  platforms  that  have   existing  youth  trust  and  attention
  49. 49. www.TotalYouthResearch.com Be  prepared  for  an  influx  of  alternative  solutions  providers  who   have  existing  trusted  relationships
  50. 50. www.TotalYouthResearch.com And slowly brands are realizing that quality of eyeballs is far more important than quantity
  51. 51. www.TotalYouthResearch.com
  52. 52. www.TotalYouthResearch.com Partner  with  platforms  that  go  beyond  the  standard  fare   of  Millennials  and  reach  into  the  next  gen  of  customers.
  53. 53. Share the love don’t forget to 
 hit the LIKE button so other Slideshare users can discover this too www.TotalYouthResearch.com
  54. 54. Youth, Students, Teens, Millennials, Generation Y, Generation Z TOTAL YOUTH RESEARCH
  55. 55. www.TotalYouthResearch.com … if you want to learn more about Snapchat, teens and Millennials, click the link in the following slide…
  56. 56. www.TotalYouthResearch.com CLICK BUTTON to ACCESS this 
 FREE explainer video giving you 
 background insights for this presentation

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