According to research from Vodafone, mobile messaging app Snapchat accounts for 75% of data traffic in the UK. The telecoms carrier added that this means, other messengers such as Facebook Messenger and WhatsApp only make up 25% of the remaining traffic.
Snapchat offers instant, self-destructive photo messaging
Vittorio Colao, CEO, Vodafone said in an earning’s call during May:
“I couldn’t believe my eyes when I heard the statistics from the UK. In the UK, if you take all the messaging apps, so Facebook, WhatsApp, whatever, Google, whatever, 75% of the traffic today is Snapchat which means that the upload and the different way of communicating is actually stimulating a lot of usage. Which is why we’re convinced that this — our strategy was right in going into bundling mobile and video.”
Snapchat’s January debut of Snapchat Discover, the app’s partner media news feed, could be one of the reasons for the spike in usage. According to TechCrunch, Snapchat average smartphone user data shot up by an average 400MB per week following the launch of Discover, compared to 100-150MB prior. In addition, Snapchat is designed to send data-heavy media whilst services such as WhatsApp aren’t solely focussed on photos or videos. In the UK alone, 14% of mobile internet users are active on Snapchat.
Over the past six months, Snapchat data consumption experienced a growth rate of 260%, according to Vodafone’s CEO. Mobile data in general is projected to grow rapidly over the coming years, pushed by smartphone adoption. Recent research from Cisco found that smart traffic was responsible for 88% of global mobile data traffic in 2014, projected to rise to 97% in 2019. The research adds that there will be 11.5bn mobile-ready devices in 2019 compared to 7.4bn in 2014 and mobile video will make up for 72% of global mobile data traffic (up from 55% in 2014).
Cisco research predicts mobile users to increase to 5.2bn in 2019
But more data requires faster networks. Vodafone looks to tap into the market and has rolled out more expensive 4G plans. Meanwhile, Snapchat announced the launch of its Two Pennies ad program that charges advertisers two cents per view on 10 second videos on Discover.
You can find our top statistics and key figures on Snapchat here.