Is Snapchat "the leading social shopping platform in the U.S.?",

It appears that way, according to a new study conducted by National Research Group which surveyed how social media users interact with content related to four commerce categories: apparel, beauty, specialty, and home goods.

And through this, data shows, Snapchatters are increasingly open to online shopping.
what the study shows is that 88% of Snapchatters "love to shop," and 82% claim shopping as "a primary hobby."

Which probably reflects the higher purchase power of Snapchat's audience. Snapchat is more popular in higher income communities and groups, and as such, it would make sense that, on average, Snap users would have increased shopping leanings.
That can also affect your marketing strategy. After all, Snapchatters are more prone to making purchases from the apps based on in-app outreach.

As a matter of fact, as the National Research Group report further indicates:

Snapchatters are more likely to learn about new products and businesses through social ads than Non-Snapchatters at 85% to 68%.
Snapchatters prove to be the source of influence in the personal network for the overall shopping journey, from discovery to connection.
Hence, Snappers look at the things they buy as an external way of representation for who they are. (90% of Snapchatters agree 'My personal style and preferences are an important part of my self-expression' compared to 78% of Non-Snapchatters).
These are very interesting insights that would attract more brands in the coming holiday season towards Snapchat.

The data shows that more and more Snapchat users seek recommendations from friends and family that come through the application to inform their style, as well as are more likely to make a purchase on this same basis.
The ideal Snap campaign will boost your sales as well as connect you with an always-active and receptive shopping audience.