Strategy Analytics believes that relative to the social media category, Snapchat is following a similar pattern of declines in Q1 2018 over Q4 2017. Of concern is the relatively anemic monthly engagement percentage increase of 2.0% exhibited in Q1 this year over Q1 2017. However, actual time use on the app demonstrated a healthy 29.6% increase over the same period in the prior year with the incidence levels, the percentage of devices that use Snapchat, remaining relatively constant.

• Time Used - average monthly time increased a healthy 29.6% Q1 year over year (YoY), but declined from the prior quarter (Q4 2017) of 36.3 minutes
• Sessions - average monthly sessions grew 18.7% in Q1 (~29 sessions per month) year over year
• Monthly Engagement – up an anemic 2.8% year over year, and up to 72.2% vs. 70.6% in the prior quarter
• Average Daily Engagement – Q1 2018 daily engagement was up a modest 35.5% vs. 34.3% in the prior quarter
• Seasonal Impact - we continue to observe a seasonal effect whereby Q1 declines over the holiday intensive period found in Q4

Below figure show declining average monthly use from Oct. 2017 to March 2018 and quarterly comps