Data & Insights

Snapchat Is Growing Thanks to Older Americans, While Millennial Usage Declines

Instagram is luring some younger visitors away

Millennials aren't the only ones who enjoy a good dog filter. Photo Illustration: Dianna McDougall; Source: Getty Images
By Sami Main

February 28, 2017

Snapchat is expected to grow its U.S. audience to 70.4 million by the end of 2017, according to a new report from eMarketer. This is an increase of 14.2 percent from 2016 usage numbers.

Sami Main

Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.

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