Pinterest Tops Snapchat in Popularity
Move over Snapchat, there's a new #3 in the Social Media App race.
Pinterest surpassed Snapchat as the third-biggest social media platform in the US in 2019, and it will continue to stay ahead in the coming years
In 2019, Snapchat gained users, up from 75.8M in 2018 to 80.2M in 2019. But Pinterest, in 2019, gained even more – going from 75.5M in 2018 to 82.4M and surpassed Snap. And, it's the rate of increase year-over-year that tells eMarketer the trend is giving Pinterest the long term advantage.
Here's a look at the year-to-year comparisons between the two social media platforms projected through the year 2022.
The eMarket prediction for 2020 is that Pinterest will grow to 86.0M users, compared with Snapchat’s 83.1 million. And they say the gap between the two platforms’ user bases will continue to grow through the end of their forecasting period in 2023.
The report also shows that Pinterest’s users are more evenly represented across all age groups as a percentage of the general population, while Snapchat’s are much more skewed in the younger age groups. This gives Pinterest the advantage of having a more universal appeal evidenced by the fact that it's making significant gains in a wide range of age groups.
Here's the eMarket comparison chart showing the U.S. market's user penetration, broken into age groups...
As you can see, Snap has a much bigger youth audience while Pinterest not only rocks the 'over 35' demographic but also has a relatively strong showing in all age groups. Snap, on the other hand, is only meagerly used in the over 35 crowd while the bulk of its users land solidly in the under 35 group.
