Snapchat's oldest feature still its most popular

A new survey of young Snapchat users found that the app's messaging and story-sharing features are still the most popular — and nearly a third of all respondents said the best thing about Snapchat is that their parents don't use it.

Snapchat's most popular feature is also its oldest, according to a new survey commissioned by entertainment publication Variety and conducted by Defy Media. Snapchat expanded its various formats in recent months, including new syndicated content from entertainment brands in the app's "Discover" section and curated media from users at live events in the "Live Stories" channel, but its core "disappearing" messaging feature is still the most widely used by young users.

Defy Media surveyed 1,117 U.S.-based Snapchat users between the ages of 13 and 24 in February, and 71 percent of respondents said they "only or mostly" use the app to chat and share "Stories," or strings of "snap" messages, with their friends. Almost one-quarter of those surveyed said they use Discover, Live Stories, chat and Stories equally, according to the research. And just 5 percent said they "only or mostly" use the app for Discover, Live Stories or to follow celebrities and brands.

[Related Feature: Why Snapchat is the next big thing in digital marketing]

Snapchat is also the messaging channel of choice for 63 percent of those respondents; 59 percent of them said Snapchat is their primary app for short videos; and 41 percent said Snapchat is the main way they keep tabs on celebrities.

Snapchat users prefer established brands

Snapchat's Discover section has 21 different channels, and Snapchat users view many of the channels managed by older, established brands more often than their newer counterparts, according to the survey. The most popular Discover channel was BuzzFeed (54 percent of respondents), followed by Comedy Central (44 percent), iHeart Radio (32 percent), Food Network (31 percent), ESPN (27 percent) and People (25 percent).

Defy Media also asked Snapchat users what they like most about the app, and 48 percent said they enjoy the story creation feature more than any other. Video chat was next (37 percent), followed by the disappearing snap feature (35 percent), drawing, filters and stickers (34 percent), and friend emojis (32 percent). Snapchat is also still very much the domain of young people, and many users want it to stay that way; 30 percent of respondents said their favorite thing about Snapchat is that their parents don't use it.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags social mediaSnapChat

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Matt Kapko

CIO (US)
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?