Is Snapchat’s audience a liability?

Snapchat only has a third of the monthly unique users as Instagram but it skews decisively younger, according to new research.

The study, from Verto Analytics data (among US adults 18+), found Instagram’s users are fairly evenly spread across all age groups, especially among people aged 20-49.

However, 64% of Snapchat’s users are under the age of 34, and more than a third (34%) is between 18-24.

“For those marketing products or services with strict age restrictions, being able to target the right consumer is not only a matter of smart spending, but one of legal culpability,” says Connie Hwong, Verto Analytics’ content marketing director. “While this segment is often seen as a highly-coveted “Millennial” target group by many retailers, it’s a potential liability for a company like Heineken.

“The key question to be asked is, can Snapchat spin its younger audience as an asset to key advertisers or will it focus its efforts on better targeting technologies and other features that could improve ROI and offer a more enticing alternative to Instagram’s ad products?”
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Source: http://www.vertoanalytics.com/