Snapchat
Now with Snapchat being the most popular site with having more users than Twitter; an estimated 150 million users on Snapchat with Twitter having 140 million users. [ Mediakix, 2016 ] But what is Snapchat? Snapchat is a mobile application that allows photos and videos to be sent to friends or people worldwide. The videos and pictures have a maximum time of 10 seconds then after that it will be gone forever( unless screenshotted). You can add a caption, draw or add an android or iOS emoticon. 60 % of Snapchat users are between the ages of 13 to 24 years old. [ Betters. 2015 ] Many fashion brands promote their products to this age range which is a perfect reason to get their collections out there. On the left are the top 15 fashion brands to follow on Snapchat. According to that list, ASOS is the second most popular fashion brand to follow on Snapchat. ASOS is valued at £ 2.9 billion and its annual sales are £ 1.15 billion. [ De Oliveira, 2015 ] In July 2013, they decided to join Snapchat and within that time their recent activities towards its consumers have included sending them their own discount codes as well as snaps of different outfits. [ Mortimer, 2015 ] As most of Snapchat users are usually students, research says that they are ASOS’“ core customers”— and the fact that browsing and shopping is so mobile dominated for the company” [ Williams-Grut, 2016 ] In the past year there were 5.4 million downloads of the ASOS mobile app [ Oliveira, 2015 ] ASOS also mentioned that in august 2015, mobile devices accounted for 60 % of traffic and 44 % of sales. [ Williams-Grut, 2016 ] Williams-Grut also researched that ASOS’“ Snapchat is also an increasingly important channel for our customers: during London Fashion Week, ASOS content featured in their‘ Fashion Week Stories’ series which was viewed more than 20 million times in the UK, France, Germany and Australia.”