Snapchat Snaps Up 1.5M Kiwi Users
Snapchat has announced that it now serves 1.5 million users in New Zealand every month. This is a significant achievement for the platform in a country with a population of just 5 million.
According to Snap:
- "Globally, 850 million people love to use Snapchat every month because it's a place where they can keep in touch with their close friends and family, express themselves creatively, and learn about the world."
- "It's why our community continues to grow – and on average more than 1.5 million people in New Zealand use Snapchat each month."
This means that around 30% of all New Zealanders use Snapchat. This makes it a key connector for younger audiences in the country, which could be a significant consideration for brands looking to reach this demographic.
Snap has also shared some additional insights about its user base in New Zealand:
- Snapchat reaches nearly 95% of 13-24 year olds and 75% of 13-34 year olds.
- While Snapchat is popular with Gen Z, over 50% of Snapchatters in New Zealand are 25 years or older.
- New Zealand Snapchatters open the app an average of over 35 times per day.
- Over 55% of the New Zealand community interacts with Augmented Reality (AR) Lenses on Snapchat daily.
In terms of regional context, Snap also has over 8 million users in Australia. However, its biggest single nation in terms of users is India, with over 200 million monthly active Snapchatters.
Snap's overall audience is distributed as follows:
- Around 25% of Snap's audience is based in North America.
- 24% is in the EU.
- 50% comes from the "Rest of the World" category.
This split has changed significantly over the past few years, as Snap has focused on growth in regions outside of its main markets. While this has increased its total user count, its revenue has not grown in step, as developing markets may not offer the same advertising opportunities.
As a result, Snap is now refocusing on North American and EU business growth. This strategy has been paying off, with more small and medium-sized businesses becoming Snap advertisers this year.
Overall, Snap's latest data on the New Zealand market provides an interesting perspective on the platform's general popularity among younger users in all markets. This information could be valuable for strategic planning purposes.
