Snapchat is now the third most popular social app among millennials, according to a recent report by comScore, which finds that Snapchat has 32.9% penetration on these young users’ mobile phones, trailing only Instagram (43.1%) and Facebook (75.6%).
That means the app is more popular than Twitter, Pinterest, Vine, Google+ or Tumblr among the millennial demographic, which comScore defines as those between the ages of 18 and 34.
It also puts into perspective why Facebook once valued the company at $3 billion, and why Snapchat had the vision – or hubris, perhaps – to turn that offer down. Millennials are the youngest, most active generation of mobile social networking users, and their habits are setting the stage to be the new “default” for the generations that follow, like Generation Z or Generation Alpha, or whatever we’re calling the born-with-iPad-in-hand kids.
As comScore explains, Snapchat’s overall audience penetration among smartphone users was just 12.1%…
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