Understanding shopping behavior is key to effectively reaching your customers and driving sales both online and offline. Snapchat recently released a report detailing key insights on how people use the platform throughout their journey to purchase. The report’s findings provide helpful information for advertisers to make the most out of the network to effectively reach customers and drive sales.
Who can you reach on Snapchat?
Before we dive into Snapchat’s shopping insights, let’s zoom out to take a broad look at who you can reach on the network. Overall, Snapchat’s user base is young: 90% of all 13-24 year-olds and 75% of all 13-34 year-olds in the US are on Snapchat. In the UK, more than 90% of social media users aged between 18-24 use Snapchat. This means that it is a great place for brands to effectively reach Gen Z and Millennials—a demographic with spending power that is only increasing, but whose attention it can be difficult to capture.
Snapchat’s user base is also dedicated: users open the app an average of 30 times per day, and spend over 30 minutes on Snapchat each day.
When it comes to the purchase process, Snapchatters tend to be mobile-first. They rely on their phones throughout their path to purchase, and are 20% more likely to make a purchase via mobile than the general population. Still, their path to purchase isn’t exclusively online. Snapchat users are decidedly omni-channel:
- 1.5x more likely to pre-research online but buy in-store
- 2.5x more likely to research in-store and buy online
- 1.4x more likely to shop online for in-store pickup
Users come to Snapchat to consider and discuss their purchases, and they’re turning to their friends on the app to make decisions. According to Snapchat’s study:
- 39% of users send Snaps to ask their friends’ opinions
- 35% send Snaps while browsing products
- 35% of users send Snaps about the products they are interested in buying.
Online and offline shopping
Beyond researching products and considering purchases, users are on Snapchat while they are actually shopping: 35% more than Twitter, 46% more than Instagram, 58% more than Facebook, and 137% more than YouTube. This gives advertisers a good opportunity to reach potential customers while they are making buying decisions.
Location is central to Snapchat, with 85% of users sharing their location in the app—and they’re using Snapchat while they’re out and about. 32% of users are on the app while on the go, and 24% use it while traveling—more than any other major social network. This presents a great opportunity for advertisers to reach Snapchatters in specific locations. In fact, Snapchat offers precise radius targeting (as close as 100 meters from a given location), and also lets advertisers target by location category: music venues, bars, beaches, etc.
All of these factors can translate to great return on investment when it comes to drive-to-store ads. According to Snapchat’s study, brands pushing store sales with their Snapchat ads saw a 7x return on ad spend. Furthermore, push and geo-triggered notifications reminding shoppers to redeem offers saw a 14% redemption rate on Snapchat.
Reach customers on Snapchat and across networks throughout the holidays
These shopping insights are useful for retailers and e-commerce businesses to keep in mind all year round. But it can be especially interesting to leverage this data around shopping to build your advertising strategy during the key sales period around the holidays.
To get more out of your holiday advertising investment on Snapchat and across networks, download our step-by-step guide today.
About Kat Peake Kat is the Content Marketing Manager here at MakeMeReach. She keeps her finger on the pulse to bring our readers the latest news about our platform's solutions and online ad tech.All posts by Kat Peake
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