The app which is dominated by tweens, teens and early twenties generation is now being infiltrated by those much older.
Data from eMarketer, shows how Snapchat is getting more popular with older demographics, particularly the 25-34 and 35-44 age groups.
Surely any growth is good news? Not quite.
The younger generation enjoy social media that puts them ahead of the curve. When Great Aunt Mary starts sharing her stories with you perhaps it's time to move on...
The 18-24 age group is a tough one to reach, and Snapchat owns that demographic right now.