Snapchat is growing up, as the chat app now tops the the iOS downloads chart for the first time, according to new data.
The figures, from App Annie, indicates that While the app grew globally, the largest growth in downloads from a single country came from its country of origin: the US.
As of May 2016 in the US, it was #6 by monthly active users (MAU) in overall iPhone apps. Considering the gridlock of Facebook and Apple’s apps at the top, this is beyond impressive and puts Snapchat at the heels of the largest communication-based apps in the US.
Snapchat closes in on Instagram by MAU in May 2016. Its concentration of younger users offers opportunities for growth among older demographics.
Snapchat grew across the board in all user segments aged 13–24, 25–44 and over 45 years old on iPhone in the past year, but the most growth occurred in the 25–44 age bracket.
While 13–24 year-old users are still 2.4 times more likely than the overall population to use the app, this growth in the older age brackets indicates the app’s evolution into a mainstream communication app.
The app’s June redesign to the Discover feature could help with its publisher monetization plan.
Repositioning Discover content alongside stories and replacing company logos with a relevant picture, headline and caption may help entice more views. With such an engaged and growing user base, it is no wonder Snapchat’s advertising real estate is drawing attention from major publishers and brands.
Source:App Annie