It's going to take a long time for the gloss to wear off at Snapchat, with two more years of huge growth predicted.
eMarketer's recent report about the messaging app predicts that many more US smartphone users will sign up in the coming years, regardless of age.
On for young and old
eMarketer estimates that 70% of Snapchat's nearly 60 million US users are millennials, or people born between 1981 and 2000.
But as the years roll on that proportion is projected to drop to almost half of all US users – perhaps as low as 56% by 2020.
In the years between now and then, eMarketer expects the final numbers for 2016 to show another 15 million monthly active users, and projects a further 10 million into 2017.
Strength in numbers
As Snapchat continues to build its user base, the possibilities for brands increase with it.
Already the Discover platform is regularly adding partners in the US and Australia, though it remains just the first step for a connection between users and advertisers.
As bigger and better things await, innovation must be around the corner to benefit Snapchat's users and advertisers.