Snapchat captured the interest of 36% of marketers surveyed. Each of the top three platforms named was a visual social network.
According to comScore, Snapchat penetration has risen dramatically among smartphone app users in the US. Among 18- to 24-year-olds, a majority now use the app—though its reach is still a tiny 8% among those over 35.
eMarketer estimates that 40.7% of US smartphone users will use Instagram at least monthly this year, while 18.1% of internet users will use Pinterest.