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Snapchat in Europe - Statistics & Facts

Snapchat is an image messaging and multimedia sharing application. In 2016, the company introduced "Memories", a new feature that allows users to save their snaps and stories to a sharable and searchable archive, which would previously become inaccessible after a certain time period. The number of daily active Snapchat users amounted to 158 million in the fourth quarter of 2016. Half of the leading 10 Snapchat markets for teens are European, with Ireland topping the list with a 89 percent usage penetration rate.

Taking a closer look at some European countries, numbers show that Snapchat reached 13 percent of broadband users in the UK in 2015. The share of Snapchat users with a lower household income (up to 28,000 British pounds) amounted to between 12 and 15 percent, while among users with a household income of over 48,000 British pounds it's 42 percent. However, the most noticeable demographic feature of Snapchat users is their youth. Of the UK population between 18 and 29 years of age, 61 percent use Snapchat. Older generations show a two percent share for those in the 65 and older age group. The app reaches 23 percent of females in the UK and 18 percent of males.

In other European countries similar observations can be made. In Italy Snapchat users are even younger. However, Italian Snapchat users are more likely to be male than UK users. Every day 16 percent of French internet users use Snapchat. The most popular activities among Snapchat users in Italy include sending simple messages, adding friends and sending a photo snap.

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