Over three-quarters of US college students use Snapchat daily


In a further insight into how rapidly the social media landscape is changing, Mashable reports a study has found 77 per cent of US college students are using Snapchat daily.

Snapchat is a smart phone and tablet app that lets users take photos and record videos, add text and drawings and send them to a controlled list of recipients. 

Their creations - known as Snaps - only appear on screen for between one to 10 seconds before being deleted.

The study also included information that hints at the app's value to marketers, with about half of those surveyed saying they would open a snap from a brand they they did not know. 

Nearly seven in ten said they would add a brand as a friend if they already followed it on Facebook, Twitter or other social media platforms.

Snapchat is yet to generate any revenue but its founders - Evan Spiegel and Robert Murphy - have already turned down an offer to sell for US$3b cash from Facebook and US$4b from Google.

A number of brands are already using Snapchat to market their products, including Taco Bell, Honda, the New Orleans Saints, Rebecca Mincoff and MTV UK.

It would be interesting to know how many people are using Snapchat in Australia.

The Snapchat data was collected by Sumpto, a New York-based marketing company that identifies college students who are influential on social media and connects them with brands. 

It should be stressed that most respondents to this survey had to sign up to Sumpto, so the sample is likely skewed toward early adopters.