Introduction
Snapchat is a popular messaging application that can be downloaded for free and can be used to send free visual messages. Studies have shown that Snapchat has become popular in a very short span of time, especially among teenagers.
A user can send a photo or a video to their contacts via Snapchat and at the same time, they can decide for how long they want the message to be visible (Explainer, n.d.). However, the details of the sender and the timestamp of the message sent and received still remain even though the message is deleted.
The most popular features of Snapchat are its filters and lenses. These lenses allow a user to add real-time effects for their content. A user can also change their voice or swap face using Snapchat (Piwek and Joinson, 2016).
As of 2017, there are 161 million daily active users on Snapchat. Of 161 million, 69 million are from the United States and Canada, and 53 million from Europe. The average time spend on Snapchat is 25 to 30 minutes a day and is used mostly by users between 18-34 years old (Zephoria, n.d.)
Methodology
The survey method was used for data collection to prepare this research paper. The survey was conducted on two different levels: an online survey with the help of SurveyMonkey, and face to face surveys conducted at the Central Business District in Melbourne, Australia. In total, 15 participants were surveyed to help us understand user experience for Snapchat. A questionnaire was prepared to collect the necessary information required for this research and both qualitative and quantitative approach of data collection and analysis has been used for this research.
Findings and Analysis
The questions focused on analyzing the subjects themselves, their cultures, and how they responded to the various features of Snapchat.
- The research found out that 42% of users used Snapchat daily, 85% of whom identified as a female of Australian, African or Germanic identity. The median age was 26-27 years old, with the younger participants using Snapchat more frequently than the older ones.
- Trends pulled towards a majority not using Geofilters, while actual usage was varied but users focused more on messaging than telling stories.
- The majority of users disliked the ads though a minority found them funny, or understood they were necessary for making money.
- Content also seemed to vary though it came out as a majority focus on stories and a minority focus on images and filters.
- The majority of users did not use Snapchat to get information.
- Young girls were more likely to use Snapchat.
- Geofilters were an unused or unknown feature for most.
I’d recommend that anyone hoping to use Snapchat to advertise something should do so in the vein of a story, to better capture people's imagination and attention. There was not much in regards to national identity in regards to how Snapchat was used.
References
Betters, E 2018, What is Snapchat? How does it work and what is it used for?, Available from: https://www.pocket-lint.com/apps/news/snapchat/131313-what-is-snapchat-how-does-it-work-and-what-is-it-used-for>. [02 April 2018]
Explainer n.d. What is Snapchat?, Available from: https://www.webwise.ie/parents/explainer-what-is-snapchat-2/>. [30 March 2018]
Magid, L 2013, What is snapchat and why do kids love it and parents fear it?, Available from: https://www.forbes.com/sites/larrymagid/2013/05/01/what-is-snapchat-and-why-do-kids-love-it-and-parents-fear-it/>. [04 April 2018]
Piwek, L & Joinson, A 2016, “What do they snapchat about?” Patterns of use in time-limited instant messaging service, Computers in Human Behaviour Vol 54. Pg 358-367
Teensafe, 2015, Everything a Parent Needs to Know About snapchat, Available from<https://www.teensafe.com/blog/everything-a-parent-needs-to-know-about-snapchat/>. [04 April 2018]
Zephoria n.d. The Top 10 Valuable Snapchat Statistics, Available from: https://zephoria.com/top-10-valuable-snapchat-statistics/>. [02 April 2018]
