Dive Brief:
- Snapchat users are so loyal to the mobile messaging application
that they're harder to reach through other social media, according to a study by AppAnnie.
On any given day, 93% of Snapchat’s daily users in the U.S. don’t use
WhatsApp, 81% don’t use Twitter and 61% don’t use YouTube. Also, 58%
don’t use Facebook Messenger, 46% don’t use Instagram and 35% don’t use
Facebook.
- That’s not to say that Snapchat users completely exclude those
other apps. In fact, they show the most overlap with Facebook, Instagram
and Messenger, AppAnnie’s survey found.
- In the U.K., Snapchat users show a significant daily overlap with WhatsApp.
Dive
Insight:
AppAnnie’s research indicates a trend that’s seen with
app usage in all categories: Mobile users are gravitating toward a handful of
preferred social media apps and sticking with them. Social app users don’t view
them as interchangeable, AppAnnie notes in its blog.
The fragmentation of the social app audience means that
brand marketers need to customize their advertising for the needs of these various
groups. Snapchat is especially popular among mobile users ages 18 to 34, who
consider sharing photos and messages with each other as an engaging form of
entertainment, per a Statista report.
The best approach, AppAnnie notes, is to study the social
app habits of a target audience and learn how they communicate and respond to
marketing messages. It’s also critical to know how those consumers spend their
time among mobile media.
#MobileMarketing #Application
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