US Snapchat user penetration, 2017

The slowdown in growth is not surprising for the U.S. market, given Snapchat's enormous popularity among its core group of young users. It is estimated that 83.4 per cent of young people aged 12 to 17, and 78.6 per cent of those aged 18 to 24, use the application at least once a month. There's not much room for growth in those penetration levels. In fact, the projections are that most of Snapchat's future usage revenues in the United States will come from older users.