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Snapchat Redesign: Is It Attracting Users or Keeping Them Away?

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Apr. 5 2018, Published 10:23 a.m. ET

Nearly 1.3 million signed petition to bring back old design

Several celebrities have left Snapchat in protest over the new design of the app (application) that was rolled out in February 2018. Nearly 1.3 million people have signed a petition calling for Snap (SNAP) to reverse the update and return to the old Snapchat.

Critics have termed the latest Snapchat redesign annoying, claiming it defeats the original purpose of the app. Snap’s intention with the now contentious Snapchat redesign was to make the app simpler to understand and use since it had received feedback from people struggling to navigate the old app.

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Snapchat app downloads increased 55% in week after redesign

The celebrity outflow from Snapchat along with the popularity of the petition calling for a rollback of the update seems to indicate that the Snapchat redesign is very unpopular with users. But data from analytics firm Sensor Tower tells a different story.

According to Sensor Tower, Snapchat saw a 55% week-over-week increase in first-time app installations in the United States in the seven days following the now contentious update. Prior to the redesign, Snapchat downloads had been declining.

80 million DAUs in North America

Snap closed 2017 with 80 million DAUs (daily active users) in North America. Facebook (FB) closed the year with 184 million DAUs in North America, while Twitter (TWTR) said its daily audience grew 12% YoY globally without disclosing the size.

Like Facebook, Twitter, Alphabet (GOOGL), and Yelp (YELP), Snap relies on advertising for most of its revenues. For these companies, audience size is a closely watched metric.

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