Report Shows Snapchat is Great at Driving Web Traffic!


As we have no real idea of the age of our GoWide readers, we can’t say for sure if you’re familiar with the phenomenon which is Snapchat… and, if you are a fan of the aforementioned social network.

Personally, we are not.

We do know that Snapchat is a photo messaging app that stores photo and videos for a short period of time (1 to 10 seconds) and that it is extremely popular with Millennials. We also know that by April, 2014 Snapchatters have been recorded as sending over 700 million photos and videos a day.

Personally, idea behind Snapchat does resonates with us. But, perhaps it’s just a classic example of an “it’s not you, it’s me situation” between us here at GoWide and Evan Spiegel’s brainchild.

The reason why we decided it was important to write about Snapchat is that -out of the blue- Sandvine reported that Snapchat generated 12% of total traffic on New Year’s Eve 2014.

Not just mobile but ALL traffic.

Now, the codgers here at GoWide remember about 10 some odd years ago when the world wide Internet traffic was split between Google, Yahoo, YouTube, AOL… Yes, search engines, web portals, news hubs. This was when cell phones were still the size (and sometimes weight) of a small brick.

Now we are talking about a single mobile app dominating a significant section of ALL traffic. Mobile and web. If that doesn’t prove that the world has gone completely mobile, we don’t know what does.

Twice a year the Sandvine’s Global Internet Phenomena report gives marketers a really great snapshot of the latest trends in global Internet traffic and what companies are dominating. The 34-page report is really worth the time you will spend reading through it. But, because we’re nice, let us give you a couple quick examples of what takeaways we culled from this report.

North America, Mobile Access

the_best_mobile_traffic_driverOver the last six months, an average monthly mobile traffic has gone up 8% from 443 to 465 Mb, which is explained by the natural growth of the networks and continually growing LTE adoption.

There is even bigger jump - 20% we can see for a median usage, from 84 to 102 Mb a month. This usage is more indicative in terms of a typical user’s mobile traffic consumption, the report authors attribute this increase by individual use usage growth -- as people with the latest smartphone tend to download more content, and mobile traffic isn’t about first time adopters anymore.

Europe, Mobile Access

321In Europe, the examination of the mobile network is complicated by a great number of factors: Culture, economy, language and deployed network technologies. According to the report, monthly subscriber consumption is the metric that isn’t influenced significantly and is valid. So, monthly usage for Europe is 397.4Mb, which present 11% increase from 358Mb observed six months ago.

Crazy, right? Almost as crazy as the idea behind Snapchat, IOHO.

You can find more crazy metrics about mobile usage by downloading the Full Report here.

Art Dogtiev,

Head of Branded Content

We write about marketing, new traffic and other

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