Snapchat’s main demographic has included Millennials. In 2014, researchers from the Seattle Pacific and Washington University designed a user survey to guide users to understand how and why the app was used. The researchers explained that due to the ephemeral nature of the app messages, its use might be mostly for privacy - sensitive content, including the much talked about possible use for sexting and sexual content. Though, it appears that snapchat is also used for creative purposes that are not certainly privacy - related at all. In the UK Snapchat is one of the most used social media platforms. It has more than hundred million active users Worldwide and around 8 images are shared per second on the platform.
Snapchat has the highest percentage in Ireland, where online adults use this platform more
Six billion video views are taking place each day worldwide
It attracts 70% of young audience under the age of 34.
In a study, only 1.6% of respondents reported that Snapchat is being used for sexting, although, 14.2% accepted that at some point they have been using Snapchat to send sexual content. These findings suggest that users don’t seem to use the app for sensitive content. Rather, the main use for Snapchat was found to be comedic content like as smileys and stupid faces also more than 59% of users accepted that Snapchat is used for this purpose commonly. The researchers also discovered how Snapchat users do not use the app and the type of content they are willing to send. They also found that a major group of users are not willing to send content related to sexual appeal, document related images, message with legally questionable content, or content mean to insult.
The study results also recommended that Snapchat’s success is not because of security properties, but because the users found the app to be fun.