Snapchat Now a Data Hog

Snapchat’s U.S. fan base doesn’t appear to be growing like it was in the past—but existing users have been spending steadily more time on the app, new data shows. They’re also consuming a heck of a lot more data while on the app than they were a couple of years ago.

These findings, from research firm 7Park, have both positive and negative implications for Snapchat. The increased engagement, which is reflected by the steady increases in time spent by users, is good news for Snapchat’s efforts to sign up more advertisers.