Snapchat will continue to see double-digit growth this year, as the popular chat app contiues to attract older users alongside its core audience of millenials, according to new research.
The data, from eMarketer, indicates that Snapchat will see a 27.2% increase in 2016 followed by 13.6% in 2017.
That will boost the app’s 150 million user base to 217 million by the end of 2017.
Millennials (those currently aged 16-35) will continue to make up the largest share of Snapchat’s user base, but that particular demographic will shrink to 56 percent of the app’s audience from its current status of 70%.
eMarketer adds that the app will reach 58.6 million monthly active users in the United States in 2016, representing over a third of its global user base).
“In 2018 and beyond, when the Snapchat audience is expected to be substantially larger than it is today, year-over-year increases will be in the single-digit range,” states eMarketer.