Snapchat is one of the few big social networks not owned by Facebook but that doesn’t make it small. Despite being fairly new the company is making waves in the battle for young eyeballs, according to new data.
It’s introduced a new Discovery feature which has turned the app from a source of disappearing photos to a major driver of online content engagement. Snapchat’s Discovery feature could even be the reason Vodafone’s CEO announced the messaging app accounts for 75 percent of all mobile instant messaging data sent in the United Kingdom.
In its latest earnings calls, Vodafone CEO Vittorio Colao said that “if you take all the messaging apps, so Facebook, WhatsApp, whatever, Google, whatever, 75 percent of the traffic today is Snapchat.”
That number is staggering, considering Whatsapp and Facebook have many times the number of users Snapchat does.
Late in January, Snapchat debuted its Discover tab, which is a collection of media companies delivering curated video content. In March, just over a month after its release, the average weekly data consumption of Snapchat users in the U.K. quadrupled from roughly 100 MB/s to 400 MB/s at any given time. According to Vodaphone, the dominant mobile phone company in the UK market, 14 percent of all mobile Internet users are active Snapchat users, which is the same as the United States and Ireland.
Snapchat has no intentions of slowing down, either. The company recently introduced an advertising product dubbed ‘Two Pennies’, in which advertisers are charged two cents per view on 10-second videos placed in Discover. With Spotify about to launch a new product similar to Snapchat’s Discover tab, the company faces competition as well as a seemingly bright future.