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Sara Fischer Feb 1, 2017
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Snapchat users open their app 18 times a day

Ahead of Snapchat's highly-anticipated IPO, Snapchat Chief Strategy Officer Imran Khan revealed some key engagement stats to advertising executives at the Interactive Advertising Bureau's annual meeting Tuesday.

Opens: The average Snapchat user opens the app 18 times per day. Khan said the average person in the U.S. checks their mobile phone 46 times a day, and millennials, Snapchat's core audience, check their phones over 75 times per day.

Time spent: The average Snapchat user spends 25-30 minutes a day in the app. The average U.S. adult (18+) spends 5.5 hours weekly on social media, per Nielsen.

Sound on: More than 60% of Snapchat content plays with the sound on. Roughly 85% of Facebook video is watched without sound. According to Khan, a sound-on platform makes all the difference in their advertising effectiveness. "An ad that plays without sound is just a moving banner," Khan said.

Content teams: According to Khan, one publisher has 30 people creating content specifically for Snapchat.