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Steady growth is forecast for Snapchat over the next four years in the United Kingdom. Having claimed a total of **** million users nationwide in 2019, the video-based social media app is expected to hit **** million users by 2024 – amounting to a total growth of *** million users during this period.

Driven by Gen Z

Nearly** percent of Snapchat’s users are teenagers and young adults aged between 15 to 25 years - in other words, Gen Z, while the app’s second largest user base (about ** percent) consists of Millennials up to 35 years of age. As a general trend, the use of social networks in the UK fell with increasing age despite a healthy ** percent of ** to 64-year-olds claiming to have social media profiles as of that same year.

Teens and young adults are most open to social media marketing

Gen Z is also relatively open toward social media marketing, with ** percent of those surveyed in 2019 saying they followed brands on social media platforms for offers and discounts while a further ** percent did so for product updates. When it came to the younger generation however, only ** percent of those below ** used Snapchat. Here, YouTube emerged as the top app of choice for ** percent of those who responded.