Snapchat has reported another growth milestone, with the app now reaching 15 million monthly active users in Germany.
The ephemeral messaging app, which reached 750 million total monthly actives in February, continues to steadily expand its global footprint, with EU users now making up around 25% of its total audience. The majority of Snapchatters now actually come from India, which reached 200 million monthly actives last month, while North America makes up around 190 million of its global audience.
Snapchat has been working to build its European audience, with the company also reporting 21 million monthly active users in the UK two weeks back. It’s not expanding in the region as fast as it is in India, which is rapidly rising with the rate of mobile adoption, but Snapchat is still growing, despite being a relatively smaller player in the global social media market.
At one stage, it seemed that Snap would be killed off entirely, after Instagram stole its mojo by copying Stories back in 2016. That led to a significant drop-off in Snap usage, but since then, the app has continued to double-down on its niche of being a more private connective app for friends, which has helped it maintain and maximize its growth momentum.
And now it’s firming its footing in Europe, while Snap has also shared some trend notes on German app usage.
- Although we are loved by Generation Z, almost 40% of Snapchatters in Germany are 25 years or older
- In Germany, Snapchatters open the app an average of 30 times per day – to chat with friends and family, watch highlights of their favorite shows, or share moments from their lives
- 75% use our augmented reality lenses daily to express themselves creatively, have fun, and even try on and buy clothes.
Most of these are fairly universal Snap trend notes, though it is interesting to note the aging user group, as Snap continues to investigate more ways to maintain relevance as its audience ages up.
That’s a key challenge, because while Snap is a valuable connector for teens, it hasn’t, historically, held the same appeal for older users, who end up focusing more of their time in other apps instead.
If Snap can capitalize on this element, that could be a valuable growth path, as it continues to expand its global network.