![]() “If Snapchat can increase its average session time, it can widen the usage gap between itself and Instagram,” Rubin told TechNewsWorld. However, Snapchat had a higher average time per user, per month than Instagram. Instagram users in the United States last month spent more time per session with their Android version of the app than Snapchat users spent with theirs, noted Ross Rubin, senior director for industry analysis at App Annie. Memories could help Snapchat get a leg up on one of its biggest competitors, Instagram. “Memories will allow Snapchat to expand into even more roles on people’s devices, sucking up time that would otherwise have been spent in other apps, and all that means more opportunities to monetize that usage in different ways,” he said. That flexibility could have a revenue upside for Snapchat, suggested Jackdaw’s Dawson. “With the new Memories feature in Snapchat, we are seeing them keep their main value at the forefront - that being ephemeral messaging - but also add a way for the app to be more flexible,” he told TechNewsWorld. Memories is more an expansion of functionality than a departure from Snapchat’s core values, observed Brian Blau, an analyst with Gartner. The fastest-growing group of Snapchat users is comprised of children under 12, which will grow by 42.9 percent this year, eMarketer found. ![]()
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