Almost half of adult British Snapchatters are parents, says UK chief Valoti

Snapchat has revealed that more than three-quarters of its ten million daily active British users are older than 18, while 43% of adult users are parents.

Snapchat: UK general manager Claire Valoti
Snapchat: UK general manager Claire Valoti

The UK general manager for Snapchat’s parent company Snap Inc, Claire Valoti, punctured the idea that the bulk of the app’s users are teenagers.  There is also a 50-50 split between men and women on the platform, she added. The stats stem from Snapchat’s own research on its user base.

Speaking at IAB Engage 2016, Valoti also revealed that Snapchat’s location-based overlays, Geofilters, are viewed 40 million times a day in the UK. Meanwhile, augmented reality Lenses are used in more than eight million Snaps daily.

Valoti used her maiden speech as Snap’s UK chief to further the company’s narrative that it is "a camera company" and not just a messaging app.  

"We start with the camera – sometimes people don’t realise why that’s so significant," she said, adding that Snapchat allows people to tell stories in a "creative, playful way".

She also talked up the company’s moves in innovation, pointing to the upcoming launch of the camera-equipped Snapchat Spectacles. There's no date on a UK launch for Spectacles yet.

Valoti discouraged brands from thinking they should act like "people" on Snapchat, but said there was "absolutely" a place for advertising on the platform.  She added that it was "critical" for advertisers to think about ad-blocking.

Snapchat recently shifted its London headquarters to Lexington Street in central London to be closer to UK advertising and media agencies. Valoti joined Snap from Facebook to head up the company's UK operations at the beginning of this year, before going on maternity leave.

According to eMarketer estimates, the company is estimated to make $1bn (£819m) in ad revenue globally by the end of the year.

The company is also reportedly prepping for an IPO, at a prospective valuation of $25bn.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published