Millennial women are using Snapchat more than Millennial men—a dramatic shift in gender use since last August.

Millennial women are using Snapchat more than Millennial men—a dramatic shift in gender use since last August. About eight months ago, 31.3% of 18-34-year-old females said they used the app in the past month, but now research shows that 48.6% of Millennial women are using Snapchat—19.5% more than Millennial men. According to one Millennial specialist, the influx of fashion bloggers and celebrities may explain the change: “These VIPs are using Snapchat to capture their busy days, trendy clothes and fancy lifestyles—with them comes the Millennial female—eager to get what feels like a behind-the-scenes look at their favorite celebs and personalities.” (Adweek)