Snap's Older User Base Slowly Growing Ahead of IPO: Analyst

Facebook’s (NASDAQ:FB) rival Snapchat lags far behind other social media outlets like Instagram and Twitter in reaching older users, but the soon-to-be public company has been growing that crucial audience, analysis by MoffettNathanson of a regulatory filing showed. As Snap prepares for its planned stock market debut in March, luring users older than 35 to the mobile app known for user-generated photos and videos that disappear after 24 hours is seen as key in driving its overall growth.
As quoted in the press release:

While advertisers covet younger consumers, those 18- to 24-year-olds can be notoriously fickle when it comes to social media preferences, often moving on to the next big thing.
Snap said in its S-1 filing on Thursday that its younger-skewing user base leaves the company more vulnerable than traditional media outlets to changing consumer tastes, and that it could have trouble reaching older demographics.

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