More than three quarters of college students use Snapchat at least once a day, revealed a new study.
The study also found that the majority of the pictures sent by college students are “selfies”, with 50 per cent of men and 70 per cent of women surveyed indicating that they send one at least half the time.
It also showed that 50 per cent of the respondents would open a Snap from a brand that they did not know, while 73 per cent said they would open only those from brands that they know. Moreover, around 70 per cent of the students indicated that they would add a brand as a friend only if they follow them on other social network sites such as Twitter or Facebook.
This is positive news for Snapchat given that the company has yet to monetise. The data was collected by New York-based marketing firm Sumpto, which identifies college students who are influential on social media.
CEO Ben Kosinski said the firm sent the survey to more than 50,000 college students in its network and received 1,650 responses.
While the students are self-proclaimed social media users, Kosinski reckons that the survey provides a valid representation of the social network’s collegiate user base.
“I would say that all college students – not just those signed up for Sumpto – are social media savvy.”
Despite Snapchat’s association with “sexting”, the study showed that college students use the app for other purposes.
The survey found “creativity” as the most favoured reason for using the app for 37 per cent of respondents, followed by “keeping in touch” and “easier than texting” with 27 per cent and 23 per cent, respectively.