Close to half of Snapchat’s adult audience was aged 35 and older as of December 2016, marking a dramatic change from a year earlier, according to comScore’s latest Cross-Platform Future in Focus report. The report indicates that 53.4% of the platform’s audience was aged 18-34 in December 2016, down from 76% a year earlier, though that remains the heaviest youth skew of the various platforms measured.
The biggest change has been in the share of audience held by 18-24-year-olds, which dropped from almost half (46.8%) in December 2015 to less than one-third (28.5%) a year later. The 45-54 and 55-64 brackets had the biggest gains in Snapchat user share, collectively growing from 11.2% of the audience to 25.9% share.
In other words, there are almost as many 45-64-year-olds using Snapchat as there are 18-24-year-olds. Read the rest at MarketingCharts.com.