It seems tales of Instagram’s victory over Snapchat have been greatly exaggerated. And that millennials aren’t quite as fickle as pop-culture would have us believe.

To whit: a new study shows millennials are sticking by Snapchat, despite Instagram’s best efforts.

Snap to it

Instagram Stories, a clone of Snapchat Stories, has torn a big chunk from Snapchat’s user base and growth prospects.

However it’s not all bad news for Snapchat. One survey of 10,000 users aged 13 to 25 found 69% said their Snapchat usage hasn’t reduced since Instagram Stories launched.

Can there be only one?

While brand ambassador platform Heartbeat found 74% of its 1700 users surveyed continue to post most often on Snapchat. Specifically, 60% post a Snapchat Story every day, compared to 18% for Instagram Stories.

Slightly more (51% to 49%) would choose Snapchat over Instagram, if they could keep only one app. Significantly, 77% said Instagram ads were more relevant.

While there’s no doubt Snapchat has taken a body blow from Instagram, new innovations including on-demand TV show Snapchat isn't out for the count – by a long shot.

Do you advertise on Snapchat? Let us know about your experience in the Comments.