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YouGov, Snap Inc joint study finds four out of five digital users in India consider Snapchat as their fun, happy place

According to the study, Snapchat’s creative lenses, and filters helps users celebrate festivals and special occasions with loved ones

Four of five digital users in India consider Snapchat as their fun, happy place, as per the results of a joint study conducted by YouGov and Snap Inc.

Snap Inc and YouGov, the internet-based market research and data analytics firm, published the results of their joint study, which was undertaken to assess consumer views and key trends that make the digital generation happy.

Additionally, 97% of users associate the terms happy, fun, creative or trendy with Snapchat while 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.

According to the report, there is a lot of interest among users for Snapchat’s AR shopping try-on lenses. 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.

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.

Festivals are a significant part of Indian culture and Indians love using lenses to wish their loved ones. According to the survey, 80% of users prefer Snapchat for celebrating festivals with loved ones and AR lenses are Snapchat’s #1 feature that helps celebrate festivals and special occasions. 

In the online realm, the ability to freely express oneself is crucial to promoting happiness among users. The report reveals that 63% of Snapchat users feel secure when sharing stories and photos on the platform. This sense of security allows users to showcase their creativity, have fun, and build strong bonds 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.

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.”

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.”

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