Singapore – A new survey by social media app Snapchat found that majority of its users, or 7 in 10 of Snapchatters highly value their authenticity online, feeling the need to be recognized, seen, and heard for ‘who they are’ and for their presence on digital media to ‘reflect their true selves’. This is compared to 58% of non-Snapchatters.
Furthermore, the study showed that the ‘Snapchat generation’ is not confined to traditional methods of communication, given the emergence of a variety of digital communication tools today.
The top five ways Snapchatters in APAC use to communicate without words are photos (78%), emojis or emoticons (75%), videos or video messages (59%), video calling (58%), and stickers (57%).
Director of Market Development for Snap SEA Anubhav Nayyar commented that they found that the Snapchat Generation is particularly unique in Asia-Pacific.
“They are identified by a strong desire for authenticity in their offline and online personas. They are also highly mindful of the social issues of today, and look towards harnessing their creativity, empathy, and digital tools at their command to impact the change they want to see in this world,” said Nayyar.
Further, the survey touched on users’ intentions toward virtual experiences. Snapchatters in the region are 1.5 times more inclined than non-Snapchatters to gravitate to immersive video and mobile games, including Augmented Reality (AR) experiences. This has manifested in how Snapchatters use AR to try on products virtually, compared to non-Snapchatters.
The biggest difference is seen in Japan, where 27% of Snapchatters use AR for product try-ons, compared to just 2% of non-Snapchatters in the country. Malaysia, on the other hand, has the smallest gap where 17% of Snapchatters and 9% of non Snapchatters are already using the technology to try products.
Snapchat surveyed more than 8,200 users across five APAC countries, such as Malaysia, Japan, and Australia as well as Indonesia, and India.