SAN FRANCISCO, April 19—In the competition between Snapchat and Instagram for users of “Stories” – a way to share the day’s experiences in narrative form – millennials are saying it’s essentially no competition at all.
In a just-released April survey of 1,991 millennials, 78 percent chose Snapchat Stories as their preferred narrative platform. That number was down from 88 percent recorded in a similar survey conducted four months earlier but still much higher than the only 4 percent of respondents in each survey who preferred Instagram. The big difference was that 16 percent now say they use neither platform, up from only 6 percent a few months ago.
“As Snapchat and Instagram continue to battle for millennials’ attention, innovation is the key,” says Whatsgoodly CEO Adam Halper. “Snapchat’s grip may be slowly loosening, and as millennials grow bored with current features, they and others will be in a race to develop the next big hit.”
“Stories” represents an important arena of competition for Facebook and its rivals. Snapchat had introduced Stories in October 2013 with great success, part of what attracted Facebook’s ultimately unsuccessful $3 billion bid. Nearly three years later, in August 2016, Facebook-owned Instagram launched a rival “Stories” feature on its own platform. But the two Whatsgoodly surveys strongly suggest it has achieved little traction among its target audience.
For more info on the surveys, contact Thomas@whatsgoodly.com.
Results for these Whatsgoodly polls were collected between November 15, 2016, and December 15, 2016 and April 5, 2017 and April 17, 2017. 1,106 millennials responded to the question “Snapchat stories or Insta stories?” and 1,991 responded to “Which do you use more?”. For results based on the total sample of US millennials, the margin of sampling error is ±3 percentage points at the 95% confidence level for the 2016 survey and ±2 percentage points at the 95% confidence level for the 2017 survey.