Snapchat Now Serves 1.5M Active Users in New Zealand

Snapchat has announced that it now serves 1.5 million users in New Zealand every month, which, in a country of only 5 million people, is a significant level of take-up.

As per Snap:

“Globally, 850 million people love to use Snapchat every month because it’s a place where they can keep in touch with their close friends and family, express themselves creatively, and learn about the world. It’s why our community continues to grow – and on average more than 1.5 million people in New Zealand use Snapchat each month.”

I mean, it does seem significant that around 30% of all New Zelanders use the app. That, presumably, would make it the key connector for younger NZ audiences, which could be a significant consideration for brands in the market.

Further to this, Snap has also shared that:

• Snapchat reaches nearly 95% of 13-24 year olds, and 75% of 13-34 year olds across New Zealand
• While Snapchat is loved by Gen Z, over 50% of Snapchatters in New Zealand are 25 years or older
• New Zealand Snapchatters open the app an average over 35 times per day
• Over 55% of our New Zealand community interact with Augmented Reality (AR) Lenses on Snapchat daily

In terms of regional context, Snap also has over 8 million users in Australia, which it reported last year, though its biggest single nation in terms of users is India, which has over 200 million monthly active Snapchatters.

In terms overall audience splits:

• Around 25% of Snap’s audience is based in North America
• 24% is in the EU
• 50% comes from the “Rest of the World” category in its reporting

That split has changed a lot over the past few years, with Snap putting more focus on growth in regions outside of its main markets. Which has clearly increased its total user counts, but its revenue hasn’t grown in step, as developing markets are yet to establish the same ad opportunities.

Which is why Snap is now refocusing on North American and EU business growth, in order to bolster its business. And that’s been paying off, with more SMBs becoming Snap advertisers this year.

But overall, Snap’s latest data insight on the NZ market provides an interesting perspective on the platform’s general popularity among younger user, in all markets.

Worth noting in your strategic planning.