The messaging service has over 265 million daily active users Snapchat today, according to their own information, that is 47 million or 22 percent more than a year ago. In Germany, 13 million people use the service, of the 13-24 year olds in the country a whopping 80 percent are active Snapchatters. A global study carried out by Cassandra on behalf of Snapchat has now determined what exactly defines Snapchat users and why the Snapchat generation is important for marketers and advertisers.
The money is loose
With a global purchasing power of $ 4.4 trillion, the Snapchat community has a huge amount of money at its disposal, which is also loosely above average: According to the study, Snapchatters are willing to spend more money on products and services than non-Snapchatters. At the same time, users are very open to stories behind brands and products, with brand equity being of central importance: Half of the people surveyed said they were less likely to choose products from a brand that took the opposite position on social issues than they did themselves. 75 percent of the Snapchatters surveyed also consider themselves inclusive and more than other people say Snapchatters are open to other people, cultures and ideas.
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