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Snapchat surpasses Twitter in average daily users

Thursday, June 2, 2016

Queen's University marketing expert Neil Bearse is available to comment on news that Snapchat has surpassed Twitter in terms of daily users. According to a report by Bloomberg, Snapchat now has 150 million people logging into the app every day; a figure that has grown by 35 per cent since December. Twitter, by contrast, has an estimated 135 million daily users and has seen its total worldwide user base grow only three per cent in the same timeframe.

"Snapchat’s immersive experience allows user to tune in to personal stories shared by people they care about," says Mr. Bearse. "It’s reality television, designed for a mobile and social era. By programming every piece of content to vanish, they’ve reinvented appointment viewing – show up daily, or miss out forever.”

Mr. Bearse says, in contrast, Twitter has failed to keep up to the changing social landscape - the user experience of today being almost identical to 2012. He says that they find themselves in a difficult position, where staying the course will keep the core user base happy, while keeping opportunities for new user acquisition limited.

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