Snapchat data: Discover and Maps performance lagging

The Snapchat image messaging and multidmedia application is seen on an iPhone in this photo illustration on December 5, 2017. (Photo by Jaap Arriens/NurPhoto via Getty Images)
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.