Unpacking the characteristics of Snapchat users: A preliminary investigation and an agenda for future research

Snapchat is emerging as a popular image-based instant messaging service. Aiming to provide the first insight into the characteristics of Snapchat users, this study (N = 235) drew on the limited existing Snapchat research base, uses and gratifications theory, and other social media research to derive a range of research questions about Snapchat users vs. non-users. As hypothesised, Snapchat users were younger, placed significantly more importance on social connectedness than non-users, reported significantly greater reliance on graphics in communication, were more likely engage with technology regularly, had greater comfort with technological multitasking, and showed a stronger preference for online social interaction than non-users. However, in contrast to predictions, a desire for instantaneous interaction and reward was not significantly associated with Snapchat use. The findings are considered in terms of a proposed research agenda, including relevant theoretical paradigms (such as belongingness, technology acceptance, psycholinguistic, and semiotic theories) and applied outcomes (such as social capital and communication). Frameworks for future Snapchat research are provided.