Well, I wouldn't be so sure. When SNAP had their first big miss a few quarters ago, I asked my 13-year-old (who I noticed hadn't been using Snapchat as much as he used to) about his usage. His response was that "Dad, no one uses Snapchat anymore!" (It's "all about insta", according to him.)
While it is certainly anecdotal, it also fits both the data (the declining growth and difficulties monetizing) and the general perception (that Instagram stories obviated Snapchat). But then again, if my son were a kingmaker, Funky Karts would be a unicorn -- so take this for what it is!
What kids? Kids with credit cards or kids where most purchases are made by parents and therefore hard to link back to ads shown on SnapChat?
I'm in my 30's and don't know too many people that use SnapChat... so when people say "young kids use SnapChat" I'm not sure if that means 13-18 year olds or 18-29 year olds or something.
Completely anecdotal but every time I go to 'youth' events. Music festivals, University Football games, concerts, the gym, these past Halloween parties, all I see are young people with Snapchat constantly running.
I'm 28 and only a few of my friends are heavy users but most people younger than me have accounts. I've met several girls who are weirded out that I don't have a snap.
Average revenue per user (ARPU) – ARPU was $1.17 in Q3 2017, an increase of 39% over Q3 2016 when ARPU was $0.84. ARPU increased 12% over Q2 2017 when ARPU was $1.05.
It's brands with credit cards and "kids" with eyeballs. It's a promotions/advertising play.
I'm 25 and many friends still use Snapchat. I think the trend is slowly moving to Instagram (which I prefer), but the usage with Snapchat still exists for sure.
