Snapchat dominates with younger audience in the UK

Snapchat will be having the largest number of 18 to 24-year-old users in the UK compared to other dominant social media platforms, according to new data from research firm eMarketer.

The latest forecast predicts that Snapchat users in the UK will reach 16.2 million in 2018, with a 31% share or 5 million of 18 to 24-year-olds.

By comparison, estimates suggest Facebook users of the same age range will be 4.5 million, a decrease of 1.8% over 2017. Meanwhile, Instagram now has 4.2 million young users in the UK and Twitter is estimated to have 2.6 million in 2018.

Although the numbers suggest that Instagram’s user base is growing, overall Snapchat is predicted to lead when it comes to retaining a larger predominantly younger audience.

“These so-called Facebook-nevers are eating into Facebook’s user growth significantly,” explained Bill Fisher, eMarketer senior analyst. “And while the media giant’s Instagram purchase looks to have been a shrewd move in as much that it’s picking up Younger agusome of that young user base, it’s struggling to hold onto the coattails of Snapchat among these cohorts.”

Meanwhile, Facebook continues to up its monthly user growth. However, the rise in user numbers is predominantly driven by older generations. eMarketer predicts that there will be 32.7 million Facebook users in the UK in 2018 up 2% from 2017.

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