Snapchat is a social media platform that is reportedly most popular with women and girls. The Wall Street Journal reported in 2013 that roughly 70% of Snapchat users at that time were women.

Snapchat may not be as familiar to marketers as Facebook and Instagram, but its dedicated user base can’t be ignored. Think about these two facts for a moment: The entire population of the world is 7.4 billion people. Snapchatters watch more than 10 billion videos every day. (That’s way up from the 2 billion per day they watched in May 2015.)

Of course, the entire world is not using Snapchat—yet—but more than 100 million people do use it every day (spending an average of 30 minutes a day inside the app), and there are 200 million active users worldwide. And Snapchat’s user numbers are still growing fast: eMarketer forecasts that by the end of this year, Snapchat will have a larger user base in the U.S. than either Twitter or Pinterest.

Hootsuite, Top Snapchat Demographics That Matter to Social Media Marketers

According to The London School of Economics and Political Science, Snapchat has seen substantial growth over the last three years. Snapchat’s user base consists of approximately 166 million daily active users and around 301 million monthly active users. Each user spends between 25 and 30 minutes on Snapchat each day.

While the report does not give UK specific figures, it does say that 33% of Snapchat’s user base are from Europe. At least half of all Snapchat users are under 25 years old and many of them are still in school.

Reportedly, the largest single Snapchat age demographic is the age range 18 to 24 years. This one age group makes up 37% of Snapchat users while the group aged 25 to 34 makes up around 26% of Snapchatters. Maybe 14% of users are aged over 35 and only 2% are over 55 years of age.

Snapchat is, therefore, the platform of choice when seeking young female readers.