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Here’s How Much Time Snapchat Users Spend on the App

1 minute read

Snapchat users spend an average of about 30 minutes every day on the popular app, according to new data.

The photo messaging service, which has tried to break more effectively into the advertising space, has touted that figure in its pitches to advertises, BusinessInsider reported on Friday. A Snapchat spokesperson confirmed the number to the site.

According to BusinessInsider, Snapchat’s 100 million daily active users spend an average of 25 to 30 minutes per day on the app. Of those daily users, 60% are creating new content rather than just watching the stories of other users or checking out the app’s Discover feature.

The app aims to become an alternative to TV ads, especially as cord-cutting makes television a less effective way to reach millennials. A Nielsen study commissioned by Snapchat showed that the app reaches 41% of 18 to 34-year-olds in the U.S., while the top 15 TV networks in the country reach just 6% of people in the same age bracket, the site reports.

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Write to Katie Reilly at Katie.Reilly@time.com