SnapChat is a photo messaging application (App) developed by Evan Spiegel and Robert Murphy. Both of the founders were Stanford students. The application was initially developed for a project at Stanford. This app allows the user to share photos, videos, add text/drawings, and send them to a controlled list of recipients. Users have the benefit of setting a time limit for how long the recipient can view their snaps (Ranging from 1 - 10 seconds), after which the photos/videos will be hidden from the recipient’s device and deleted from SnapChat’s servers. The smalltime college project developed into a huge social media success due to its innovative feature (Magid, 2013).
SnapChat is one of the fastest growing social applications ever. For a relatively new company, which was founded in 2011, SnapChat has reached dizzying heights of social media traffic. The company at present shares a minimum of 400 million photos daily. This is even higher than the 350 million photo shared on Facebook daily. Due to the immense popularity the app enjoys, many companies target SnapChat to market their brands. This provides a major source of revenue for the company (Malukas, 2014). The company rose to fame in 2013 when Facebook offered to buy out SnapChat for a whopping $3 billion. But SnapChat declined the offer and the details were splashed around in online tabloids thereby elevating SnapChat’s brand name (Colao, 2014).
The SnapChat brand logo is called Ghostface Chillah that was derived from a hip-hop group’s song Ghostface Killah. The core success for SnapChat cannot be explained easily. Many features of SnapChat exist in other similar applications, but the unique self-destructing pictures have been said to be the prime factor behind the phenomenal success of SnapChat. Recently in 2013, they launched a new feature called SnapKidz, which allowed kids to draw on the pictures they send to each other (Magid, 2013). Secondary Research
Since SnapChat is a startup company in its initial stages, it was a futile exercise to find statistics for its existing user base. So, we decided to analyze the existing statistics for other users for similar social media apps and use it for our reference.
From our secondary research we inferred that Internet users in the age group 18-50 are more likely to use a social networking site of any kind. If we look even more closely, the demographic group of 18-29 are the most likely to be involved in the usage of such applications. The statistics for 2013 reveal that amongst the Internet users, 83% of age group 18-29, 77% of age group 30-49, 52 % of age group 50-64 and 32% of age group 65 plus, use the social media applications (Duggan, 2013). Other statistics reveal women to be more frequent users than their male counterparts. Statistics obtained at the end of 2010 portray the fact that women users are 10% more than male users. If you consider the wide number of applications where women trump the male users, it provides a clearer picture. The applications in which women subscribers are more are Facebook, MySpace, Instagram and Pinterest. The only application in which the male subscribers lead by a measly 2% margin is Twitter (Greg, 2011).
From the considerable amount of data at our disposal we conclude that the parameters that impact social media most are age and gender. Though the existence of other parameters such as education, ethnicity and income can’t be nullified (Mobimatter), we feel these two parameters alone will give us a better picture for our study. Furthermore the other parameters are not clearly defined. Thus we have identified two hypothesis based on our research; "Age plays a huge role in social media usage" and "Gender plays a huge role in social media apps.” Research Question
Research Question 1: In what ways can age affect the usage of social media apps, such as SnapChat. H1: Age plays a huge role in social media usage
Research Question 2: Does gender affect...
References: Colao, J. (2014). The Inside Story Of Snapchat: The World’s Hottest App or A $3 Billion Disappearing Act? Forbes. Retrieved from: http://www.forbes.com/sites/jjcolao/2014/01/06/the-inside-story-of-snapchat-the-worlds-hottest-app-or-a-3-billion-disappearing-act/
Duggan, M. 2013. Social Networking Site Users. Pewinternet. Retrieved from: http://www.pewinternet.org/2013/02/14/social-networking-site-users/
Greg, F. 2011. A Portrait of Who Uses Social Networks in the US. Searchengineland. Retrieved from: http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653
Magid, L. (2013). What Is Snapchat and Why Do Kids Love It and Parents Fear It? (Updated). Forbes. Retrieved from: http://www.forbes.com/sites/larrymagid/2013/05/01/what-is-snapchat-and-why-do-kids-love-it-and-parents-fear-it/
Magid, L. (2013). Snapchat Creates Snapkidz – A Sandbox For Under Kids Under 13. Forbes. Retrieved from: http://www.forbes.com/sites/larrymagid/2013/06/23/snapchat-creates-snapkidz-a-sandbox-for-kids-under-13/
Malukas, M. (2014). Snapchat Infographics 2014 – Successful Brand Marketing on Snapchat. Techinfographics. Retrieved from: http://techinfographics.com/snapchat-infographic-2014-successful-brand-marketing-on-snapchat/
Mobimatter. (n.d.). Retrieved from: http://www.mobimatter.com/how-age-income-and-ethnicity-affect-time-spent-social-networking/
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