The Snapchat
2022
GenerationPowered byPositivity

TA BLE OF CONTEN TS

Introduction

Chapter 1

WELCOME

Authenticity

Chapter 2

Close Connections

Chapter 3

Social Shopping

Chapter 435
1116

Collective Happiness

20Things to Remember

242

Introduction

The Snapchat Generation — aka Daily
Snapchatters — are pioneers in using tech toconnect, communicate, and create. Whether they
are experimenting with the latest Filters & Lenses,
sharing photos & videos, or simply chatting withfriends, Snapchatters are shaping and being
informed by their networks and surroundings.

At Snap, we aim to listen to and understand ourcommunity, and this report highlights what we’ve
found. We surveyed over 19,000 people across 16
markets, before holding more in-depth discussions
with select Snapchatters and their friends. We
spoke to academics and youth experts too,
uncovering their predictions for the future ofculture.

We found that Snapchatters are extremely loyal
and increasingly values-driven. The last two years
haven’t changed who Snapchatters are so muchas how they show up. Values like caring for theirwell-being, prioritizing their relationships withothers, and having fun have moved to center
stage for them.1

12022

Global Crowd DNA Study commissioned by Snap Inc. | Base:
Snapchatters N = 8,100 | Q: Which of these are important to you? | Q: How, if
at all, has the importance of these values changed for you since before theThese values are in luencing
how they interact not only with
their friends but also with brands
and their wider community.
And they’re turning these values into positive
action across a variety of issues. Issues such as
womens’ & girls’ safety, climate change, mental
health, racial discrimination, and crime all top theirlist of concerns.2 Here we will outline how brands
can adapt e ectively to the Snapchat Generation’soutlook.

It’s no secret that the world is at an in lection
point, and Snapchatters are paying attention tothis change. They’re making it their personal
responsibility to make the world a better place,and this optimism is proving infectious. United bytheir kindness, creativity, and sense of humor,
Snapchatters are leading the way in building abrighter future.

22022

Global Crowd DNA Study commissioned by Snap Inc. | Base:Snapchatters N = 8,100 | Q: Which of the following issues are most important
to you?

pandemic?

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3

Insights
into theSnapchat
Generation4

Chapter

01
Authenticity

5Snapchat is the #1
platform where people
enjoy sharing what life isactually like or random/
1
funny moments.
Snapchat is a place where people feel free to be themselves,
somewhere they’re empowered to be happy, open-minded,
and connected.2 Snapchatters create and share Snaps thatre lect what life is actually like, from the big moments ofcelebration to the little moments that make you smile, and all
the random and funny moments in between.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Daily Snapchatters = 8100 Daily TikTok = 6482

Daily Instagram = 7516 Daily Facebook = 7244 Daily Messenger = 6323 Daily Whatsapp = 6822 Daily Twitter = 5113 |Q: Which of the following moments do you enjoy sharing or celebrating on each app? Please select all that apply.
(NET: Funny / random things that happen during my day, Moments that capture what my life is actually like)
22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Snapchatters N = 8,100 | Q: How often do youffeel each of the following emotions when you are using Snapchat?

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“On Snapchat you can put on a silly ilter/
lens and send it to your friends and alllaugh, which is very good for your mental
health. It’s also a place you could sharewith a friend that you’re struggling.”
Derek Baird, Kids & Teen Content, Culture Strategist“Half of the stu I send on Snapchat I
would never send on text. It feels safer
and more real than texting and it has
more options, I can send a picture with alittle caption. I can’t do that over text.”
Snapchatter, 24, Canadafff

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93%of Snapchattersenjoy sharing
and celebrating
moments in theirlife on Snapchat.1

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Snapchatters N =8,100, Non-Snapchatters N = 9,216 | Q: Which of the following moments do you enjoy
sharing or celebrating on each app? (NET: all codes)“I prefer to post more personal things on mySnapchat — I post more about my kids, moreabout my husband and my life. It feels more
personal…you're seeing real insights about
how someone's day is going.”
Snapchatter, UK, 318

Snapchat has always been a place for people to live inthe moment, express themselves, and have fun
together. In this way, Snapchatters are at the center ofa growing desire for authenticity in society at large, adesire which is increasingly giving shape to our
methods of digital communication.

Around the world, this generationis championing transparency,
reimagining online life as
something that feels real, ful illing,
and genuinely fun.
This is what gets Snapchatters really excited.

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So, where are
we headed?
Just as Snapchatters are showing up di erently, soshould brands…
Snapchatters are looking for brands that can meet themwhere they are. This means complementing theexperience they have on the app, an experience de inedby freedom, safety, and individuality.
Brands have to accept Snapchatters for who they are
and consider ways to embed themselves seamlessly
into this generation’s everyday conversations.
Remember — openness and transparency are key forthis.

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10Chapter

02
CloseConnections

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Compared to other socialand communication apps,
Snapchat is the #1 app for
creating photos and videos
1via the camera.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Daily Snapchatters = 8100 Daily TikTok = 6482 Daily Instagram =ff

f7516 Daily Facebook = 7244 Daily Messenger = 6323 Daily Whatsapp = 6822 Daily Twitter = 5113 | Q: We would like you to think about
the apps that you told us you use daily. Please tell us WHY you like to use each one daily. Please select all that apply. (NET: To takepictures / videos with the camera, To enhance my photos / videos / the world around me with lenses / ilters / e ects)12

We’re living in the era of visual communication andSnapchatters are leading the way. For the majority,
it comes down to the simple fact thatvisual messages are a much more
personal and expressive way ofcommunicating.1“You don’t have to send a ‘Hi, how
are you?’ You just send a Snap andthat gets the conversation going.”
Snapchatter, 21, Netherlands

Snapchatters are able to build stronger
relationships and connect in ways that are bothmore creative and convenient. This can help
contribute to a sense of belonging.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Snapchattersf

N = 8,100 | Q: Why do you like sharing / receiving visual messages (e.g. pictures,videos, ilters / lenses, emojis / bitmojis) on apps? (NET: feel more personal,
make it easier to build stronger connections / relationships, help me to feel
more involved in my friends’ lives, even if I'm not there)13

97%of Snapchatters have usedvisual communication when1messaging friends.

“Pictures and videos are a more inclusive
way of communicating. I can take myfriends with me and show them what I'm
up to instead of just telling them.”

Images and videos allow Snapchatters to tell a story to their friends about theirlives, creating spontaneous engaging content out of their own experiences fortheir network to enjoy. The Snapchat Generation grew up amid a technology
revolution, and things are evolving fast.

AR, or Augmented Reality, allows for even more
personalization, with new and exciting opportunities
for brands to relate to their consumers.

Snapchatter, 19, Germany
12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Snapchatters N = 8,100 | Q: Thinking about all apps you use, which of theffollowing things relating to visual messages (e.g. pictures, videos, ilters / lenses, emojis / bitmojis) have you ever done? (NET of all codes)

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So, where are
we headed?
There are a few things for brands to consider in thisworld where photo and video rule…

FPO

The Snapchat Generation embraces visualcommunication — it’s a way to build more personalconnections and enjoy immersive experiences, andthey do so in innovative and creative ways.

To connect with Snapchatters,
brands will do well to adapt andbuild a strategy around a camerairst mentality.
As Snapchatters are a diverse group of people,
brands that limit themselves to targeting one type of
consumer are in danger of being left behind. Brands
that prioritize inclusivity and lead with an empathic
vision will thrive.

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Chapter

03

SocialShopping

16

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Snapchat is the #1
platform whereusers enjoy sharing
purchases they love
1or when shopping.

“We do a lot of shopping together on
Snapchat, sending pics like: whichshould I choose, this or that?”

Snapchat is also where Snapchatters are turning to get inspired,experiment with their looks, and shop. They are using AR to try out
potential purchases before they buy. This is part of a more generaltrend Snapchatters are leading, where shopping is not only
becoming more digital, but more interactive and personal as well.

Snapchatter, 24, Norway

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Snapchatters N = 8,100 | Q: Thinking

about all apps you use, which of the following things relating to visual messages (e.g. pictures, videos,ilters / lenses, emojis / bitmojis) have you ever done? (NET of all codes)

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93%of Snapchatters areinterested in using
AR for shopping,with Snapchatters 1.6 times more likely
than non-Snapchatters to have used AR
to try on makeup or clothes.1
Not only does shopping with AR allow Snapchatters toidentify the size or style that suits them, but it also createsa more fun and social experience. For Snapchatters, AR isa way to enhance the shopping experience, making it
more convenient and more connected. Snapchat isincreasingly somewhere for people to experience andshare the joys of shopping, becoming the ultimate
shopping companion.

“Whenever my friends or I buy
something, new or secondhand, wesend each other snaps with pics of it.
We naturally mention where we havebought it and which brand it is.”Snapchatter, 24, Norway

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Snapchatters N = 8,100

Q: What are the reasons why you’d want to use AR for shopping? (NET of all codes except “Iwouldn’t be interested in using AR for shopping”)|18So, where are
we headed?
Brands can harness the powers of AR to engage
Snapchatters in more exciting, immersive ways…

This is ultimately about personalization, with AR re-centering
the digital shopping experience around the speci ic needsof the consumer. This is done best when the experience isseamless, allowing Snapchatters to interact with, try on, andpurchase a product all with one single Lens.

These new immersive shopping experiences are socialoccasions, with Snapchatters eager to share their joy atwhat they’ve found. This is part of a new “ConnectedCommerce” that holds exciting new opportunities forconsumer engagement.

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Chapter04
Collective
Happiness

20

75%

value actions that1bene it the collective.
Not only is Snapchat somewhere where friendships
are made and enjoyed, but Snapchatters also careabout the wider social implications of their actions.

For the Snapchat Generation, theapp is there to foster therelationships that make them
happy, while also being aplatform where they can enact
the change they want to see inthe world.

Snapchatters invest time in both self-care andcollective care. They see, for example, AR as a
shopping tool that can reduce carbon emissions
and lessen their personal environmental impact. It’s
also a tool for them to learn new skills and explore
places around them.

This outlook has increased since the pandemic,
with Snapchatters who value taking action for thecollective good now nearly twice as likely to talkabout social and political issues since before thepandemic.

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Snapchatters N = 8,100 | Q: Which of these are important tofffyou? Please select all that apply. (NET: Reducing my environmental impact, Speaking up about social / political issues, Supporting
my community and taking time to help others around me, Being open to learning from others and respecting di erent cultures) |Q: How, if at all, has the importance of these values changed for you since before the pandemic?

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4 out of 5
think connecting withfriends is the simplest
1
way to feel happier.
This desire for deeper relationships extends to how Snapchattersrelate to brands. Nearly half now see it as increasingly importantfor brands to build meaningful connections with them.2 Brands
play a really important role in the social life of Snapchatters, witharound half showing their loyalty to brands by talking about thebrands with others.3“Connecting with other people
is the most important thing we
can do on this planet.”
Snapchatter, 22, USA

12022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Snapchatters N = 8,100 | Q: Please tell us theextent to which you agree or disagree with the following statements about your feelings and emotions.
22022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Snapchatters N = 8,100,, Snapchatters whointeract with brands digitally before buying from them N = 1,906 | Q: Now thinking more generally - compared
to before the pandemic, which of the following have become more important to you when choosing brands topurchase products from? (NET: Makes me feel like I’m part of a community (e.g. through in-person events or aplatform built around sharing ideas and reviews), Makes me feel like I’m making a di erence in helping themgrow, Incorporates my feedback / lets me have a say in the products they create, Helps me live up to my values)
32022 Global Crowd DNA Study commissioned by Snap Inc. | Base: Snapchatters N = 8,100 | Q: How do you

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typically show loyalty to brands you like? (NET: I talk about the brand with my friends and family, I like to connect
with other people who share my love for the brand (e.g. social groups on apps)

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So, where are
we headed?
In light of Snapchatters’ social values, there are a few things forbrands to consider. More and more, consumers are expecting theworldviews of the brands they purchase to align with their own.

FPO

Snapchatters, in particular, are looking tobuy into brands they can support, promote,and stand behind. It will work well forbrands if they are open, honest, and clear
about their values, motivations, and goals.
Brands can help build communities. Brand loyalty is a powerfulsocializing force among Snapchatters. Snapchatters enjoy talking
to people who share their love for a brand. Harness this - bringpeople together and facilitate connections.

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These are thethings toremember…
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1. Help Snapchatters intheir mission to explore
their true selves.
When it comes to their identity, Snapchatters are embracing
their true selves — vulnerabilities and all. They seek freedom todo this, and Snapchat provides a positive space for exactly that.

2. Build deeper
connections with visualbrand experiences.
For Snapchatters, interaction is vitally important, regardless of how
far apart they may be. Visual communication lies at the heart oftheir interaction, providing the ability to build deeper relationships.

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4. Spread joy.
Snapchatters are prioritizing the greater good and building
community. In doing so, they’re recognizing the bene its theirconnections — with family, friends, and brands — can bring.

3. Make shopping moresocial and interactive.
Commerce is changing. Snapchatters are having fun andexperimenting with their looks, and to do so, they’re leaning
into the immersive shopping tools Snapchat has to o er.

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Connect with thegeneration that's
shaping how weinteract witheach other, withbrands, and withthe world.

THE S NAP CHAT
GENERAT ION 202 2
REP ORT
The Snapchat Generation report, a Snap Inc.
and Crowd DNA collaboration, examines thebehaviors and values of Daily Snapchattersaged 13+, in Australia, Brazil, Canada, France,Germany, India, Italy, Mexico, Netherlands,
Norway, Saudi Arabia, Spain, Sweden, United
Arab Emirates, United Kingdom, and theUnited States.

Snap Inc. and Crowd DNA surveyed over
19,000 people, interviewed youth experts,
and followed leading-edge members of theSnapchat Generation in a weeklong mobileethnography to better understand whatmatters most to them. The Snapchat
Generation is rede ining the shopping
experience, seeking to build better
connections with brands, and sharing every
moment along the way. Snapchat is whereconsumers turn to share their joy.

MET HODOLOGY
Quantitative online survey
Crowd DNA ran a 15-minute online survey among asample of 19,551 respondents in 16 countries: Australia,Brazil, Canada, France, Germany, India, Italy, Mexico,Netherlands, Norway, Saudi Arabia, Spain, Sweden,
United Arab Emirates, United Kingdom, United States.
The quantitative element was in- ield between November
5 and November 26, 2021.
All respondents were age 13-44 years old, had to own asmartphone, and be a user of at least one social /messaging / camera app.
13-17 year olds were recruited through their parents orguardian.
An initial 1,000 respondents were recruited per market
based on nationally representative quotas (based on
secondary research) placed on age, gender, region, andethnicity to ensure nationally representative numbers.
A minimum of 500 daily Snapchat users were recruited
per market, either through natural fallout or through anadditional boost.

During analysis, age and gender weighting was placed on
Snapchat users to ensure the distribution matched that of
the exact in-market usage distribution. Non-Snapchat
users were assigned a weight of 1.

Qualitative interviews
Two leading-edge members of the Snapchat Generationin each of the 16 countries completed weeklong vlogging
diaries. They were also asked to include friends.

Alignment with experts
We spoke to 4 experts in the ield to round out ourknowledge base:
Ioana Literat - Gen Alpha & Gen Z Tech Expert, USA
Derek E. Baird - Kids & Teen Content, Culture Strategist,
GlobalDr. Damian Radcli e - Professor of Journalism & MENA
Studies, UAE / Saudi Arabia
Mark McCrindle - Social Researcher & Futurist, Australia /Global

Additional quotas were placed on age, to ensure aminimum of 133 per group (13-17, 18-24, 25-44).

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