Thesis Assumptions In Focus I · 2020-03-16 · Snapchat Primary Research 18.6% 81.4% 27.6% 72.4%...

Awareness and Market Share

1|

I

Dr. Dennis Gross – March 2020

SNAPCHAT (SNAP)

Thesis Assumptions In Focus

March 13, 2020

BESPOKE MARKET INTELLIGENCE

2|Bespoke Intel

I

TikTok – Growing Into SNAP’s Userbase, But Most Call It Additive

SNAP A Perceived Safe-Haven From Political Content

SNAP Users Engage With Filters and Camera Effects More Than IG Users

SNAP Users Are Among The Youngest (TikTok Younger)

Instagram Stories Impact Lessening

Which of the following do you have an account with?

3

Posed to Snapchat account holders.

|Source: Bespoke Market Intelligence Survey

Over the past four months, Snapchat users have become more likely to say they are also TikTok users.

Snapchat Primary Research

SNAPCHAT ACCOUNT HOLDERS

Which of the following do you have an account with?

4

Posed to TikTok account holders.


The majority of TikTok users are also using Instagram or Snapchat.


TIKTOK ACCOUNT HOLDERS

What is your experience with the app, Tik Tok?

5

Posed to all respondents.


Awareness of TikTok jumped up considerably in our January quarterly survey, but the % of all respondents actively using it is still in early innings.


1.3%

1.4%

2.0%

2.9%

57.1%

35.4%

1.1%

1.5%

2.7%

3.6%

48.3%

42.7%

1.5%

2.0%

2.1%

6.1%

24.9%

63.4%

0% 20% 40% 60% 80% 100%

I use it once a month or

more often

I use it every day or

nearly every day

I use it, but less often

than once per month

I have downloaded the

app but no longer use it

I have never heard of it

I have heard of it, but

have never used it

Jan (20)

Oct (19)

Jul (19)

ALL RESPONDENTS

Approximately how many minutes per day do you spend on each of the following platforms?

6



Users of both TikTok and Snapchat say they spend more time per day on TikTok.


MINUTES PER DAY | CROSS-TAB

TikTok users seem to spend more time per day on social media than Snapchat users who do not use TikTok.

What is your experience with the app, Tik Tok? (Cross-Tabbed By Other Platform Usage)

7

Posed to users of each of the following platforms.


Snapchat users are most likely to have overlap with TikTok.


Do you view TikTok as replacing any of your usage of the following, or do you view it as additional to the time you spendo n this platform?

8

Posed to TikTok users who also use each of the following.


The majority of users call TikTok additive, and not replacement.


18.6%

81.4%

27.6%

72.4%

26.8%

73.2%

31.3%

68.8%

20.7%

79.3%

0% 20% 40% 60% 80% 100%

TikTok replaces some/all of my usage of this site/app

TikTok does not replace/take any of the time I spend on this site/app

Pinterest Instagram Snapchat Twitter Facebook

9|Bespoke Intel

II






What is your opinion toward the following on social media platforms?

10


|Source: Bespoke Market Intelligence SurveySnapchat Primary Research

Respondents have a very negative view of political content on social media platforms.

23.0%

23.1%

41.0%

11.3%

1.5%

39.3%

26.0%

30.4%

3.4%

0.9%

0% 20% 40% 60% 80% 100%

Very Negative

Negative

No Opinion

Positive

Very Positive

Political Advertisements Political Opinions of Friends or People You Follow

Would you change your usage of a site/app if you encounter an increasing amount of political content?

11



More than half would reduce usage if they encounter an increasing amount of political content.

29.8%

38.1%

29.2%

2.1%

0.9%

0% 20% 40% 60% 80% 100%

I would stop or significantly reduce usage

I would reduce usage

No Change

I would increase usage

I would significantly increase usage


As the election approaches, how frequently do you think you will encounter political content?

12

Posed users of each platform.


Snapchat users are among the least likely to expect political content to increase as the election nears. Critically, Instagram users are more likely to expect increases.

38.1%

21.3%

12.1%

7.0%

3.7%

2.4%

35.3%

27.8%

30.3%

24.2%

7.4%

4.3%

16.1%

25.6%

33.3%

28.2%

17.6%

17.5%

5.8%

12.5%

15.2%

23.8%

23.2%

30.5%

4.7%

12.8%

9.1%

16.8%

48.2%

45.4%

0% 20% 40% 60% 80% 100%

Pinterest

Snapchat

TikTok

Instagram

Twitter

Facebook

Never Infrequently Somewhat Frequently Frequently Very Frequently


13|Bespoke Intel

III






How often do you…?

14

Posed to Instagram users and Snapchat users (separately).


Snapchat users fiddle with filters/lenses and with adding text to images/videos more compared to Instagram users.

INSTAGRAM ACCOUNT HOLDERS SNAPCHAT ACCOUNT HOLDERS

38.1%

29.1%

25.5%

22.9%

24.3%

27.5%

8.0%

13.4%

4.2%

7.2%

0% 20% 40% 60% 80% 100%

Use Filters and Lenses (ie, camera effects) on

images or videos

Add text on the image or video

Never Infrequently Sometimes Often Very Often

22.4%

10.0%

22.8%

14.8%

24.8%

29.2%

15.6%

23.6%

14.4%

22.4%

0% 20% 40% 60% 80% 100%

Use Filters and Lenses (ie, camera effects) on

images or videos

Add text on the image or video

Never Infrequently Sometimes Often Very Often


On which do you use filters and lenses more often? (IE – Camera Effects)

15

Posed to Snapchat account holders who ALSO use Instagram.


SNAPCHAT USERS WHO ALSO USE INSTAGRAM

When asked directly, users of Snapchat and Instagram say they use filters and lenses more often on Snapchat.


11.3%

40.2%

48.5%

0% 20% 40% 60% 80% 100%

I use filters and lenses more often

on Instagram

Same

I use filters and lenses more often

on Snapchat

16|Bespoke Intel

IV






Average age of account holders.

17

Posed to account holders of each platform.


Older than average respondents adopted Snapchat and Instagram from Jan (15) – Sep (17). That progression has flattened from Sep (17) through present.


Jul (1

4)

Sep (

14)

Nov (

14)

Jan (

15)

Mar

(15)

May (

15)

Jul (1

5)

Sep (

15)

Nov (

15)

Jan (

16)

Mar

(16)

May (

16)

Jul (1

6)

Sep (

16)

Nov (

16)

Jan (

17)

Mar

(17)

May (

17)

Jul (1

7)

Sep (

17)

Nov (

17)

Jan (

18)

Mar

(18)

May (

18)

Jul (1

8)

Sep (

18)

Nov (

18)

Jan (

19)

Mar

(19)

May (

19)

Jul (1

9)

Sep (

19)

Nov (

19)

Jan (

20)

All Respondents Snapchat Facebook WhatsApp Instagram Pinterest Twitter TikTok

18-24

25-34

35-44

45-54

Feb (20) All Respondents Snapchat Facebook WhatsApp Instagram Pinterest Twitter TikTok

18 to 24 18% 41% 15% 23% 28% 26% 23% 51%

25 to 34 21% 28% 23% 29% 29% 29% 22% 24%

35 to 44 21% 17% 24% 26% 24% 18% 22% 15%

45 to 54 19% 11% 20% 14% 13% 17% 21% 10%

55 to 64 11% 2% 9% 5% 4% 5% 7% 0%

65 to 74 5% 0% 4% 2% 1% 2% 3% 0%

75 or older 5% 1% 4% 1% 1% 3% 1% 0%

n=1508 n=373 n=903 n=250 n=586 n=364 n=383 n=164

When you take out your phone to look at social media, please rank the order in which you would open the following.

18

Respondents were shown answer choices to rank based on the platforms they said they use (ie, if they said they use Facebook, Snapchat, and Instagram, they were only shown those three to rank).


Facebook’s stranglehold on mindshare mostly exists among the over 30 crowd. Snapchatis considerably more important to sub 30 year-olds.


ALL AGES 18-29 YEAR-OLDS

19|Bespoke Intel

V






“Since Instagram added stories at the top of the screen, I have been using Snapchat less”

20

Posed to Snapchat users who also use Instagram.


Instagram stories is having less of an impact on Snapchat usage now compared to when it reached a series high in July (19).


2.39

2.43

2.56

2.55

2.64

2.58

2.53

2.69

2.94

2.67

2.63

Jul (17)

Oct (17)

Jan (18)

Apr (18)

Jul (18)

Oct (18)

Jan (19)

Apr (19)

Jul (19)

Oct (19)

Jan (20)

Strongly Disagree DisagreeNeither Agree Nor

DisagreeAgree Strongly Agree

Thesis Assumptions In Focus I · 2020-03-16 · Snapchat Primary Research 18.6% 81.4% 27.6% 72.4%...

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Transcript of Thesis Assumptions In Focus I · 2020-03-16 · Snapchat Primary Research 18.6% 81.4% 27.6% 72.4%...