Hold on to your tweens - the grownups are taking over Snapchat. Well, not quite taking over, but they are certainly catching up. Until now, Snapchat has been synonymous with teens and young users, enjoying consistently strong growth among 16-24s. But new data has revealed that the old folks are getting in on the act.

GWI's data showed that throughout 2015, well over half of Snapchat’s adult users were 16-24 years old. But in the first quarter of 2016, the demographic fell below 50% and in Q2 it fell to just over 4 in 10. At the same time, the older age groups, 25-44s in particular, are accounting for an ever-bigger share of its audience.

Although the service continues to add users in all age brackets, it’s the 25-34 and 35-44 groups which are now growing at the fastest rate. So, while Snapchat’s audience still remains young overall, it’s likely that its broadening appeal will put it in a better position to break into the top tier of social networks currently occupied by names like Facebook, Twitter and Instagram.

GWI - Snapchat is getting older