Snapchat recently announced that it now serves 1.5 million monthly users in New Zealand, a notable figure considering the country's population of just 5 million.

According to Snap:

“Globally, 850 million people love to use Snapchat every month because it’s a place where they can keep in touch with their close friends and family, express themselves creatively, and learn about the world. It’s why our community continues to grow – and on average more than 1.5 million people in New Zealand use Snapchat each month.”

This statistic highlights that around 30% of New Zealanders actively use the app, making it a key platform for younger audiences in the country—an important factor for brands targeting this demographic.

Snap also revealed several insights about Snapchat usage in New Zealand:

- The app reaches nearly 95% of 13-24-year-olds and 75% of 13-34-year-olds.
- Although popular among Gen Z, over 50% of Snapchat users in New Zealand are 25 years or older.
- Users open the app more than 35 times per day on average.
- Over 55% of New Zealand Snapchatters engage with Augmented Reality (AR) Lenses daily.

In a regional context, Snap reported over 8 million users in Australia last year, while India holds the title for the most significant user base, with over 200 million monthly active Snapchatters.

In terms of its overall audience distribution:

- Approximately 25% of Snap’s user base is located in North America.
- Around 24% resides in the European Union.
- The remaining 50% falls under the “Rest of the World” category.

This audience split has shifted significantly over the past few years, as Snap has concentrated on growth in regions beyond its primary markets. While this strategy has successfully increased total user numbers, revenue growth has not kept pace, particularly in developing markets where advertising opportunities are still emerging.

As a result, Snap is now reorienting its focus towards business growth in North America and the EU, which has proven beneficial, with an increasing number of small and medium-sized businesses (SMBs) becoming advertisers on the platform this year.

Overall, Snap’s latest insights regarding the New Zealand market shed light on its strong appeal among younger users across all regions, which is an important consideration for your strategic planning.