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Female Millennials’ Use Of Snapchat Surges Ahead Of Men

Article from: 
Thu, 31/03/2016 - 19:35
Ted Marzilli

Snapchat appears to be slowly turning into a millennial woman-dominated app.

Millennial women have not only passed men in their use and perception of Snapchat, but the messaging app has recently lost some favor with men.

Since last August, Snapchat has seen an increase in female users age 18 to 34, passing their male counterparts in mid-January.

After a long upward trajectory of current male millennial Snapchat users that ran from last June though the end of 2015, those numbers dropped significantly in the first quarter of this year. Women were unaffected.

Further evidence of Snapchat’s millennial gender trending: while the general impression levels have been on the upswing with women since August (and currently hitting their 16-month highs), male impression scores have steadily been on a downturn since the middle of December.

YouGov BrandIndex measured Snapchat with two metrics: Current Customer (“Have you been a customer in the last 30 days?”) and General Impression, which asks respondents: "Do you have a general positive feeling about the brand?”

Snapchat: Current Customers
Snapchat: Current Customers
Snapchat: Impression
Snapchat: Impression
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