Snapchat Now a Data Hog

Source: 7Park Data

Snapchat’s U.S. fan base doesn’t appear to be growing like it was in the past—but existing users have been spending steadily more time on the app, new data shows. They’re also consuming a heck of a lot more data while on the app than they were a couple of years ago.

These findings, from research firm 7Park, have both positive and negative implications for Snapchat. The increased engagement, which is reflected by the steady increases in time spent by users, is good news for Snapchat’s efforts to sign up more advertisers.

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But CEO Evan Spiegel has been extremely sensitive about maintaining a consistent and high-level user experience for the app, which means Snapchat may not want to offer a data-light version of the app. After all, Facebook without pictures and video would still be Facebook. Snapchat, without that type of content, would be an entirely different app.

--Tom Dotan contributed

Patrick K.H. Chu and Joshua Beck commented on this article.
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The amount of data consumed on Snapchat by users has doubled to a weekly average of 325 megabytes since the weeks immediately before Snapchat launched Discover.