The good news is that consumers now appear to spend more time on Snapchat than Instagram. Snapchat's new Maps feature, which was rolled out previous year to let users keep track of their friends' locations, has failed to catch on and its popularity has declined sharply since it was introduced, Daily Beast reported, citing internal Snap Inc documents.
In mid-September, about 125 million people were creating snaps daily on the app, up from 120 million in late April.
Snap Map initially seemed to be quite popular, but data shows that the feature declined quickly from a peak of about 35 million daily users to under 20 million as of September 16th.
"Goodnight to everyone, except the person who came up w (sic) this new snapchat update", one user joked.
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Snap declined to comment on the report.
According to the data, Discover Edition consumption peaked in July, when the feature saw around 38 million daily unique users.
Snap Maps, another of the company's hyped features, also failed to attract new users in the reported period.
The redesign is meant to be more user-friendly for older Snapchatters and also allow easier access to content creators. According to the leaked metrics, folks sent personal snaps to their friends more often than they posted to Stories, with an average of 34 chat messages sent each day.
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Equally encouraging was the number of daily views recorded by Snap.
It is this high volume of photo and video messages that investors believe give Snapchat a leg up over competitors like iMessage and Facebook Messenger.
The Maps tool on Snapchat's app had an average of 19 million daily users in September, Daily Beast said, or 11 per cent of the app's daily user base. That's a problem, since the social media company has not yet monetized chatting.
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