4 out of 5 digital users in India consider Snapchat as their fun, happy place: YouGov survey

The YouGov survey along with Snap Inc. was undertaken to assess consumer views and key trends that make the digital generation happy.

On the occasion of the International Day of Happiness, YouGov, an international Internet-based market research and data analytics firm, and Snap Inc, published the results of their joint study, which was undertaken to assess consumer views and key trends that make the digital generation happy.

The Key Survey findings show the following results. 

• 97% of users associate the terms Happy, Fun, Creative or Trendy with Snapchat. 
• 87% users consider Snapchat as 'the best' platform compared to other platforms among the competition for using creative lenses/ filters, sharing special/happy moments with dear ones. 
• 80% of users prefer Snapchat for celebrating festivals with loved ones.
• AR lenses are Snapchat’s #1 feature that helps celebrate festivals and special occasions with loved ones.. The wide assortment of lenses and filters on Snapchat was also the most recommended feature for non-users to share happy moments with dear ones.

The survey revealed that the app plays a vital role in connecting brands and users as the platform helps them discover new and relevant products in a fun and trendy way. 

There is a lot of interest among users for Snapchat’s AR shopping try-on lenses. These try-on lenses adds a twist to their shopping experience enabling them to find new and relevant products in a fun and practical way. Moreover, shopping using AR lenses aid in decision-making, with 4 in 5 users stating that they would be less likely to return clothing if they could try it on first.

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The respondents for the survey comprised an equal mix of males and females in the age group of 18-29 years. Respondents from 17 cities participated in the survey, including Tier 1 cities such as Delhi, Mumbai, Kolkata, and Bangalore, as well as Tier 2 cities like Bhopal, Surat, Patna, and Kanpur among others.

Commenting on the collaboration with Snapchat for the survey and current consumer trends, Deepa Bhatia, General Manager, YouGov India said “Our survey shows that compared to general social media users, Snapchat users show a stronger likelihood to share personal stories and pictures, and also enjoy adding filters and using lenses when it comes to pictures. The use of creative filters and lenses is a standout feature for Snapchat users. But it also goes beyond this for users. Many seeing the platform as a mode that helps them connect with their community and celebrate festivals with loved ones.”

Speaking about the findings of the survey, Kanishk Khanna, Director, Media Partnerships for APAC, Snap Inc. said, “At Snapchat, our mission is to enhance real relationships with friends, family, and the world and empower Snapchatters to live in the moment and have fun together. It is wonderful to see that Snapchat is helping spread happiness across India through the use of innovative AR technology for visual messaging. ”

In the digital domain, freedom of expression is key to increasing happiness for users to be their authentic selves. According to the report, 63% of users feel secure sharing stories and photographs on the app, which enables them to express their creativity and have fun while building relationships with friends and family.

This survey by Snapchat conducted with YouGov India comes at the back of the announcement of its inaugural Digital Well-Being Index (DWBI) to understand the digital safety of Gen Z wherein India registered the highest DWBI count at 68. The findings from both studies reinforce how India’s digital generation continues to thrive in a safe and happy environment.