Research firm eMarketer has published some new predictions for Snapchat’s growth in its homeland, the US.
It claims that 58.6 million Americans will use Snapchat at least once a month in 2016: 28.3% of US smartphone users and 18.1% of the general population.
“eMarketer projects two more years of double-digit growth in the number of monthly active users—a 27.2% year-over-year increase this year, followed by a 13.6% increase next year,” explained the company in a blog post.
eMarketer has additional figures on its expectations for Snapchat’s ‘millennials’ audience, defined here as 16-35 year-olds.
It reckons there are 40.9 million of them using Snapchat in America currently, accounting for 70% of its user base. By 2020, it expects the number to have grown to 47.7 million, but the percentage of overall users to have fallen to 56%.
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