Yes, Snapchat’s audience in the US is still small. Yes, its asking price of $750,000 a day for ads has many advertisers laughing. But there’s no denying the platform holds great potential as a way to reach one major demographic: millennials. According to November 2014 polling by Cowen and Company, 18- to 29-year-olds accounted for 71% of US internet users who had accessed Snapchat in the past 30 days. Those ages 30 to 44 represented 19% of users, the 45-to-60 group 9% and the over-60 crew a meager 1%. Millennials’ share here was higher than their portion of users for any other social network studied.
A demographic breakdown of US Snapchat fans—those who used the social network and said they “loved it”—by CivicScience in August 2014 skewed heavily toward young millennials. Those ages 18 to 24 accounted for 43% of Snapchat fans. The under-18 group, which includes the last few years of those considered millennials, came in second, at 28%. Older millennials were the only other age group to hit double digits, though their share was 15%. Read the rest at eMarketer.