What is snapchats largest age demographic

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What’s the average age of Snapchat’s users in 2022?
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Page updated: 15 August 2022

Advertisers could reach 616.9 million users on Snapchat in July 2022,(a) placing it 9th in our ranking of the world’s most ‘active’ social media platforms.(b)

What’s more, data published in the company’s self-service advertising tools shows that Snapchat’s advertising reach has grown steadily over the past three months.(a)

Similarly, data published in the company’s most recent investor earnings report shows that Snapchat’s daily active users have grown steadily over the past three months.(d)

The total number of users that marketers can reach with ads on Snapchat increased by roughly 27 million (+4.7%) in the three months leading up to July 2022.(a)

These latest figures indicate that roughly 7.7% of all the people on Earth use Snapchat today.(c)

However, because the company limits use of its platform to people aged 13 and above, Snapchat’s ‘eligible’ use rate will likely be higher than these figures suggest.(b)

Overview of Snapchat's Global Ad Audience July 2022 DataReportal

Want the full story? Scroll down to find all the latest data, insights, and trends you need to understand Snapchat use all over the world, including:

The number of Snapchat users around the world
How quickly Snapchat is growing
Snapchat’s top countries
Snapchat users by world region
Snapchat’s audience demographics

Towards the bottom of this page, you’ll also find a complete report on Snapchat’s audience around the world.

You can also learn how Snapchat compares to other social media platforms on our social media overview page.

Important notes

Unless stated otherwise, all figures are based on Kepios analysis of data sourced directly from Snapchat’s own tools, resources, and company statements. You’ll find details of individual data sources listed at the bottom of this article.

We update this page on a regular basis, so if you’d like to link to a specific figure (which may change in future updates), you might prefer to link to one of our individual Global Digital Reports instead.

Snapchat is one of the world’s top social platforms, but just how many people use Snapchat today?

Data published in the company’s most recent investor earnings report shows that Snapchat had a total of 347 million daily active users around the world in July 2022.(d)

Meanwhile, the company’s self-service advertising tools indicate that marketers could reach 616.9 million users on Snapchat in early July 2022.(a)

Note that the key difference between these two numbers is that the company’s investor earnings announcements focus on daily users, whereas its advertising tools report values based on monthly users.

The company’s latest advertising audience figures suggest that 9.9% of all people aged 13 and above around the world use Snapchat today.(c)

However, if we remove the people in this age group who live in China – where Snapchat is still blocked – the platform’s eligible adoption rate increases to 12.3%.(c)

Note: The figures shown above are based on Snapchat’s advertising audience only, and may not be representative of the platform’s total active user base.

Data published in Snapchat’s latest investor earnings report shows that Snapchat’s daily active users have grown very quickly over the past year.(d)

The latest global total is 54.0 million (18.4%) higher than the equivalent figure that the company reported in its 2Q 2021 report, published in July 2021.(d)

Change in Snapchat's Ad Audience Reach Over Time July 2022 DataReportal

Based on the advertising audience reach numbers published in Snapchat’s self-service tools in July 2022,(a) the latest data show that:

India has roughly 156.7 million active Snapchat users
The United States of America has roughly 109.2 million active Snapchat users
France has roughly 25.6 million active Snapchat users
Pakistan has roughly 23.8 million active Snapchat users
The United Kingdom has roughly 21.7 million active Snapchat users
Saudi Arabia has roughly 20.9 million active Snapchat users
Mexico has roughly 16.9 million active Snapchat users
Germany has roughly 16.4 million active Snapchat users
Iraq has roughly 15.8 million active Snapchat users
Turkey has roughly 15.4 million active Snapchat users

Note: the figures shown above are based on Snapchat’s potential advertising reach, and this list may not correlate with the platform’s total number of daily or monthly active users. Snapchat’s self-service advertising tools publish ranges for each data point; we use the mid-point of these published ranges for our calculations. Snapchat’s self-service advertising tools only publish data for a limited selection of countries, and it’s possible that some countries not included in the list above have more active users than the countries shown here. Rounding in the source data may mean that individual figures do not correlate with totals.

The figures below are based on Snapchat’s advertising audience data for July 2022.(a)

Note: our regions follow the United Nations Geoscheme. Click here to learn which countries belong to each region.

Snapchat’s advertising reach in Northern America: 120.0 million users
Snapchat’s advertising reach in Central America: 17.6 million users
Snapchat’s advertising reach in the Caribbean: 3.1 million users
Snapchat’s advertising reach in Southern America: 22.8 million users
Snapchat’s advertising reach in Western Europe: 57.3 million users
Snapchat’s advertising reach in Northern Europe: 36.2 million users
Snapchat’s advertising reach in Southern Europe: 15.7 million users
Snapchat’s advertising reach in Eastern Europe: 18.9 million users
Snapchat’s advertising reach in Northern Africa: 29.2 million users
Snapchat’s advertising reach in Western Africa: 10.9 million users
Snapchat’s advertising reach in Eastern Africa: 2.1 million users
Snapchat’s advertising reach in Southern Africa: 5.7 million users
Snapchat’s advertising reach in Western Asia: 69.1 million users
Snapchat’s advertising reach in Central Asia: 1.4 million users
Snapchat’s advertising reach in Southern Asia: 180.5 million users
Snapchat’s advertising reach in Southeastern Asia: 16.6 million users
Snapchat’s advertising reach in Eastern Asia: 1.1 million users
Snapchat’s advertising reach in Oceania: 9.0 million users

Notes: the figures shown above are based on Snapchat’s potential advertising reach, and may not correlate with the platform’s total number of daily or monthly active users. Snapchat’s tools publish ranges for each data point; we use the mid-point of these published ranges for our calculations. Rounding in the source data may mean that individual figures do not correlate with totals. Advisory: Snapchat’s self-service advertising tools only publish data for a limited selection of countries, so data may not be available for all world regions. Data may also seem unusually low for some regions where Snapchat’s tools do not publish data for all countries in that region.

Based on Snapchat’s advertising audience data* for July 2022:(a)

51.8% of Snapchat’s global users are female
47.4% of Snapchat’s global users are male

Want to know what Snapchat demographics look like in your country? Check out our complete free report library.

*Notes: the figures above are based on Snapchat’s potential advertising reach data, and may not correlate with the number of monthly active users. Snapchat’s self-service advertising tools only report gender data for ‘female’ and ‘male’, but the values of these published figures do not sum to the overall total, so the percentages shown above may not sum to 100%.

What’s the average age of Snapchat’s users in 2022?

Snapchat’s tools don’t offer a detailed breakdown of the platform’s advertising audience for all ages, so there’s no easy way to calculate the average age of Snapchat’s active user base.

However, based on the latest available data, users aged 18 to 24 account for the largest share of Snapchat’s advertising audience.(a)

Data published in the platform’s self-service advertising tools in July 2022 indicated that marketers could reach the following worldwide audiences using ads on Snapchat:(a)

121.9 million users aged 13 to 17 (20.5% of Snapchat’s total ad audience)
232.2 million users aged 18 to 24 (39.1% of Snapchat’s total ad audience)
133.5 million users aged 25 to 34 (22.6% of Snapchat’s total ad audience)
79.3 million users aged 35 to 49 (13.4% of Snapchat’s total ad audience)
21.1 million users aged 50 and above (3.6% of Snapchat’s total ad audience)

Want to know more about the age profile of Snapchat users in your country? Check out our free country report library.

Notes: the figures shown above are based on Snapchat’s potential advertising reach, and may not correlate with the platform’s total number of daily or monthly active users. Rounding in source data may mean that individual figures do not correlate with totals. In particular, the share figures for each age group shown above may not equate to the sum of each gender’s share shown in the image below. Snapchat’s tools publish ranges for each data point; we use the mid-point of these published ranges for our calculations.

Profile of Snapchat's Global Advertising Audience by Age and Gender July 2022 DataReportal

The embed below contains our latest in-depth report exploring Snapchat’s advertising audience around the world (click here if the embed isn’t showing or working properly).

This report contains global headlines, benchmarks, and overviews, as well as local data for all the countries and territories around the world for which Snap’s self-service advertising tools currently publish advertising audience data.

(a) Kepios analysis of data published in Snap Inc.’s advertising tools in July 2022.

(b) Kepios analysis (July 2022).

(c) Kepios analysis of data published in Snap Inc.’s advertising tools in July 2022, compared with the latest population data published by the United Nations and the U.S. Census Bureau.

(d) Snapc Inc.’s investor earnings report for 2Q 2022 (published July 2022).

Any other data sources have been attributed directly within the article, next to the appropriate data point.