Snap Generation Research

Snap Generation Research

Snapchat, which revolutionized our messaging and communication and changed our behavior, was opened to the public in March. So, how do young people use this social media, which is mostly used by young people, and what should brands do?

Evan Spiegel and his friends launched the Snapchat application they developed in September 2011. Although it appears to be in the same category as messaging and social media applications, Snapchat has started to be used with great interest by young people with its different mechanics.

The ability of sent messages to disappear after being viewed once, the ability to publish video / photo content to your followers that can remain live for 24 hours with the revolutionary story feature, and the ability to share our lives with those around us have revolutionized the world of messaging and social media. It became so popular that the ghost with its logo became more popular than Casper, the cute ghost that the 90s generation knew and loved very well.

The ability of sent messages to disappear after being viewed once, the ability to publish video / photo content to your followers that can remain live for 24 hours with the revolutionary story feature, and the ability to share our lives with those around us have revolutionized the world of messaging and social media. It became so popular that the ghost with its logo became more popular than Casper, the cute ghost that the 90s generation knew and loved very well.

What we wanted to achieve in the research was to understand how and for what purpose consumers use Snapchat, to find out what users think about brands being on Snapchat, to understand which brands they follow and which brands they want to follow, and to reveal the positioning of Snapchat in consumers' minds.

Research Imprint

844 people, 36.02% of whom were women and 63.98% of whom were men, participated in the research we conducted through our Bounty platform, where we bring brands and real consumers together.

When we look at the age ranges of the research participants, 65.17% are between 18-24 years old, 22.75% are between 25-36 years old, 9.72% are between 14-17 years old, 1.42% are between 36-45 years old, and 0.95% are over 45 years old. mass was reached. When we segmented the participants according to their generations, Millennials took part in the research with 89.81%, Generation X with 9.24%, and Baby Boomers with 0.95%.
So, how long have survey participants been using Snapchat? 1.66% of the participants started using it in 2012, 4.74% in 2013, 13.27% in 2014, 24.64% in 2015, 41.71% in 2016, and 13.98% in 2017.

So, let's start taking a closer look at the Snap Generation, an important group of our developing world.

Users in Turkey send an average of 4.08 Snaps every day. However, 38.85% of the participants stated that they send Snaps every day, while 72.74% send at least one Snap per week.

To whom do we send snaps the most?

Mostly to our friends with 85.92%,
To our lovers / dates with 42.25%,
With 21.13%, we mostly send snaps to our family.

Snapchat's Brand Magazines: Using Discover

When we asked participants if they used the Discover area on Snapchat, they

63.03% do not use it regularly,
We found that 36.97% used it.
78.85% use the Discover area at least once a month.

Localization in Discover

So, what importance should the Discover field have for Turkish content and brands, what do users think about it? 94.87% of the participants stated that they would follow the content if it was in Turkish.

When we asked consumers in which categories they would like to see content, music was the most requested category with 45.50%. Music comes to the fore with funny videos with 41.23%, football with 35.07%, fitness with 24.41% and lifestyle with 24.17%.

When we ask this question to women, 56.58% want to see content on make-up, 39.47% want to see music, 40.13% want to see cooking videos and recipes. This trio is followed by fashion with 38.82%.

So, which brands do we want to see most in the Discover space? We asked consumers open-ended which brands they would like to see. The brands that consumers commonly want to see in the Discover area are Nike with 20.38%, Adidas with 15.64%, Koton with 7.35%, Zara with 7.11%, Mavi with 6.64%.

At what points should brands take part in Snapchat?

We asked whether users follow brands on Snapchat. Only 17.54% of respondents follow brands. When we asked users who follow the brands to rate the brand communication, they gave the brands a score of 3.63 out of 5.

When we asked the participants which brands they follow, 23.81% of the users follow Nike, 19.05% follow Adidas, and 14.29% follow PUMA.