As part of its “Connected Life 2017” study conducted in 57 countries with 70,000 people, Kantar TNS (WPP) delivers key insights to understand the impact of the digital ecosystem for brands … For this new version, the survey includes an inventory of the uses of Snapchat and Instagram. Thus, at the international level, almost a quarter of Internet users (23%) are on Snapchat, i.e. +11 points in two years while registrations on Instagram increased from 24% of Internet users in 2014 to 42% for this new edition .
For England alone, in two years, Snapchat has seen its use increase by +13 points and Instagram by +10 points. Now 30% of French Internet users use these two networks. Among them, 16% use Snapchat daily, more than the international average (10%) and 14% use Instagram daily (21% overall). “A frequency of use which has nothing to envy”, according to Kantar TNS, to that of Twitter used daily by 14% of French internet users (17% overall), but still far behind their predecessor Facebook with 61% of internet users French people who use it daily (56% overall).
Unsurprisingly, the 16-24 year olds are the most diligent with 62% of them who use Snapchat every week in England to share instant content, while 46% of the same age group do the same. on Instagram. However, almost one in 10 Internet users aged 55 and over is registered on Instagram (9%), four times more than in 2014. Similarly, in this age group, 7% of them use Snapchat to share photos instantly (+6 points compared to 2014).