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The Snapchat app. Photo: Jaap Arriens / NurPhoto via Getty Images

The Daily Beast's Taylor Lorenz got her hands on five months of confidential data from Snapchat, despite the company's secretive culture. Her analysis of daily active users revealed that Snapchat's Discover and Maps aren't doing as well as the company's other features, and have yet to gain widespread adoption among the app's user base.

Our thought bubble: Snapchat's format and offerings are still relatively new and evolving, so it will take some time before widespread adoption — if that ever happens. The platform will have to seriously innovate and invest (hence their plans for a large-scale redesign) if they want those numbers to go up, but they know that, which is why stories like these probably don't spook them.

By the numbers, as detailed in the Daily Beast:

  • Daily active users (DAUs): 178 million.
  • Snap Maps, which launched in June 2017: An average of 19 million users (11% of the app's total user base) checked Snap Maps daily during the month of Sept. Lorenz describes the numbers as "relatively weak," though they seem normal for such a new feature.
  • Discover: An average of 20% of Snapchat users consumed content from a Discover Edition daily. Lorenz says consumption peaked on July 24, 2017, at 38 million DAUs, or roughly 21% of the broader user base.
  • Personal snaps vs. stories: In August, users were 64% more likely to send a snap to a friend than post to Stories. They also sent an average of 34 chat messages per day.
  • Snap's stock price has declined from a high of $27.09 shortly after going public to $13.92 per share on Jan. 8.

Key takeaways:

  • Based on the numbers, users see Snapchat as more of a traditional chat app than they do a tool for meeting up with friends, writes Lorenz.
  • The app's strength is in personal communication, as seen through the large volume of photos, videos and text sent per day.
  • Concerns with rollout of the app's new design: That Discover and Maps usage will decline sharply and "crater Snapchat's ad revenue," Lorenz writes.

Go deeper

4 hours ago - Politics & Policy

Scoop: Sources say Beto plans Texas comeback in governor’s race

Former U.S. Rep. Beto O'Rourke speaks during the Georgetown to Austin March for Democracy rally on July 31, 2021, in Austin, Texas. Photo: Brandon Bell/Getty Images

Former Rep. Beto O’Rourke is preparing to run for governor of Texas in 2022, with an announcement expected later this year, Texas political operatives tell Axios.

Why it matters: O'Rourke's entry would give Democrats a high-profile candidate with a national fundraising network to challenge Republican Gov. Greg Abbott — and give O’Rourke, a former three-term congressman from El Paso and 2020 presidential candidate and voting rights activist, a path to a political comeback.

Texas doctor says he performed an abortion in violation of state law

Pro-choice protesters march down Congress Avenue and back to the Texas state capitol in Austin, Texas, in July 2021. Photo: Erich Schlegel/Getty Images

A Texas doctor disclosed in an op-ed in the Washington Post on Saturday that he has performed an abortion in violation of the state's restrictive new abortion law, which effectively bans the procedure after six weeks.

Why it matters: Alan Braid's op-ed is a direct disclosure that will very likely result in legal action, thereby setting it up as a potential test case for how the abortion ban will be litigated, notes the New York Times.

Mike Allen, author of AM
6 hours ago - Technology

Axios interview: Facebook to try for more transparency

Nick Clegg last year. Photo: Matthew Sobocinski/USA Today via Reuters

Nick Clegg, Facebook's vice president of global affairs, tells me the company will try to provide more data to outside researchers to scrutinize the health of activity on Facebook and Instagram, following The Wall Street Journal's brutal look at internal documents.

Driving the news: Clegg didn't say that in his public response to the series. So I called him to push for what Facebook will actually do differently given the new dangers raised by The Journal.