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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.

Go deeper

2 mins ago - World

WHO revises air quality guidelines to reduce deaths from pollution

Smoke from California wildfires over the Golden Gate Bridge in San Francisco in August 2021. Photo: David Paul Morris/Bloomberg via Getty Images

The World Health Organization on Wednesday updated air quality guidelines it set roughly 15 years ago, saying that negative health effects from air pollutants can begin at lower levels than it previously thought.

Why it matters: The changes are meant to reduce deaths from pollutants that cause cardiovascular and respiratory diseases and prematurely kill an estimated 7 million people around the world annually, according to the WHO.

Ben Geman, author of Generate
1 hour ago - Energy & Environment

The road to COP26 gets slightly easier

Illustration: Annelise Capossela/Axios

The bad diplomatic vibes heading into the critical United Nations climate summit in Glasgow, Scotland, might be improving slightly.

Catch up fast: Chinese President Xi Jinping yesterday pledged to end overseas finance for building new coal-fired power plants and boost support for clean energy in developing nations.

Corporations turn focus to retaining frontline workers

Illustration: Shoshana Gordon/Axios

Companies are narrowing the blue- and white-collar experience as they're forced to adapt to a worker-led market.

Driving the news: Basic office tools and concepts like corporate communications and schedule flexibility are migrating to frontline operations through investments in technology.