Snap’s older user base slowly growing ahead of IPO: analyst

Snap Inc's Snapchat lags far behind rival social media outlets Facebook Inc, Instagram and Twitter Inc in reaching older users, but the soon-to-be public company has been growing that crucial audience, analysis by MoffettNathanson of a regulatory filing showed. While advertisers covet younger consumers, those 18- to 24-year-olds can be notoriously fickle when it comes to social media preferences, often moving on to the next big thing. Snap said in its S-1 filing on Thursday that its younger-skewing user base leaves the company more vulnerable than traditional media outlets to changing consumer tastes, and that it could have trouble reaching older demographics.

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