Snap Inc. (NYSE: SNAP) today released a global study of 10,000
people across Australia, France, Germany, India, Malaysia, Saudi
Arabia, UAE, U.K., and the U.S. to explore how culture, age, and
technology shape preferences and attitudes around friendship. Ten
experts on friendship from around the world contributed to the
report to contextualize the data.
“Snapchat was designed from the outset as a platform to enable
self-expression and deeper relationships with your real friends,
which has driven our interest in the complexities around friendship
and differences across cultures,” said Amy Moussavi, Snap Inc. head
of consumer insights. “While friendship looks very different across
the world, we know it plays a central role in our happiness and we
remain deeply committed to finding new ways to celebrate and
elevate it through Snapchat."
Across all markets surveyed, people’s average social circle
consists of 4.3 best friends, 7.2 good friends, and 20.4
acquaintances. Globally, most people meet their life-long best
friend at the average age of 21. Respondents noted that “honesty”
and “authenticity” are the most important qualities of a best
friend and “having a large social network to tap into” is of least
importance when making friends.
The Friendship Report sheds new light on the nature of
friendship, including:
● How different cultures interpretation of
friendship impacts friendship circles and values.
● How friendship is linked to happiness, but
that the nuances of what we share and how we feel when we talk to
friends can vary substantially based on our circle size, gender,
generation, and more.
● The generation we’re born into heavily
influences our attitudes towards friendship—and that Gen Z is
adjusting their approach away from the millennial desire for
widespread networks in favor of the closeness and intimacy of a
smaller group.
“The big thing that differentiates friendships from other
relationships is the fact that they’re voluntary,” said Miriam
Kirmayer, therapist and friendship researcher. “Unlike
relationships with our family, partners, and children, there is no
outright expectation with our friends that we have to stay involved
in each other’s lives. We continuously need to choose to invest in
our friendships—to remain involved and to show up. It’s an ongoing
implicit choice that makes our friendships so hugely impactful for
our sense of happiness and self-esteem.”
A sampling of insights gained from this global survey
include:
Cultural Impact
● In India, the Middle East, and Southeast
Asia, people report having three times the number of best friends
than those in European countries, the U.S., and Australia. Saudi
Arabia has the highest average number of best friends at 6.6,
whereas the U.K. has the lowest at 2.6. People in the U.S. have the
second lowest average number at 3.1 best friends, and are more
likely than any other country to report having only one best
friend.
● Having friends who are “intelligent and
cultured” is more valued by those in India, the Middle East, and
Southeast Asia, whereas being “non-judgmental” matters more to
those in the U.S., Europe, and Australia.
● Those in India, the Middle East, and
Southeast Asia are four times more likely than other regions to say
that a “large social network” is an essential quality to have in a
best friend. In fact, on average globally, “having a large social
network” is the least important quality people seek out in a best
friend.
Friendship Circles and Communication
● Globally, 88% of people enjoy talking to
their friends online. Our respondents were able to select multiple
options to explain what they enjoy about online communication, and
there is agreement about the benefits. Across all regions, 32% of
people chose the ability to “talk to their friends faster and more
easily” as their favored explanation.
● Interacting with friends, whether in person
or online, leaves us feeling overwhelmingly positive emotions:
“happy,” “loved,” and “supported” are the three most reported
globally. However, women are more likely to report feeling these
emotions than men following online conversations.
● We see that when it comes to the average
number of types of friends, users of more public platforms have
larger groups of connections, but less true friends than those who
prefer private communication platforms. Snapchat users have the
highest number of “best friends” and “close friends,” and the
fewest number of “acquaintances,” while Facebook users have the
fewest number of “best friends;” and Instagram users have the
highest number of “acquaintances.”
Generational Influences
● Globally, Gen Z and millennials are
unsurprisingly emphatic in their love for talking with friends
online—only 7% and 6% respectively said they don’t enjoy it,
compared with 13% of Gen X and 26% of baby boomers. Younger
generations also see value in visual communication—61% believe that
video and photos help them to express what they want to say in a
way that they can’t with words.
● Throughout the research, millennials
globally come out on top as the most “share happy" of the
generations. Millennials are the least likely to say “I wouldn’t
share that” across all categories surveyed. Millennials will also
share issues publicly via platforms like Instagram or Facebook more
than any other generation. Furthermore, they are more likely to
want a best friend who has an extensive social network. Millennials
are also more likely to want “as many friends as possible” than any
other generation.
● Gen Z doesn’t appear to following in
millennials’ footprints, rather they are seeking intimacy in their
friendships, and craving open and honest relationships more than
any other generation.
● Boomers are the most conservative with
regards to the topics they discuss with their best friends,
contrasted again by millennials. More than one-third of boomers say
they wouldn’t talk about their love life (45%), mental health
(40%), or money concerns (39%) with their best friend. Only 16%,
21%, and 23% of millennials wouldn’t talk to their best friends
about these same topics, respectively.
To read the full Snap Global Friendship Report, click here.
About the Report
The Friendship Report, commissioned in partnership with Protein
Agency, polled 10,000 nationally representative people ages 13 to
75 in Australia, France, Germany, India, Malaysia, Saudi Arabia,
the UAE, the U.K. and the U.S. In the U.S. 2,004 respondents
participated in the survey in the month of April 2019. Respondents
were a random sampling of consumers and not chosen for their use of Snapchat; they were
broken into four main generational groups, Gen Z, millennials, Gen
X and baby boomers, and were surveyed on their thoughts on
friendship. The Friendship Report unlocks new findings around how
friends interact across the globe and generations, while also
highlighting the impact of technology on our lives.
About Snap Inc.
Snap Inc. is a camera company. We believe that reinventing the
camera represents our greatest opportunity to improve the way
people live and communicate. We contribute to human progress by
empowering people to express themselves, live in the moment, learn
about the world, and have fun together. For more information, visit
snap.com.
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