The company said that the discovery tool can help drive engagement but noted that most users still turn to Google Maps for location information.

Snap has published a new report which highlights the value of Snap Map as a means to promote businesses as meet-up spots, with the company emphasizing the value of word-of-mouth recommendations via the app.

Yet, the report also shows that while Snap Map can help to drive discovery, most people refer to other map tools when looking for places to go.

Snap's data is based on a survey of more than 17,000 digital map users aged 13 to 44 across the U.S., Canada, the U.K., France, Germany and Saudi Arabia. Snap partnered with eye square and Horizon on the study, which shows how people are using various map tools to find new places.

First, the data showed that people are now using different map tools for different purposes, from direct intent to discovery.

As outlined in this overview, people generally use Google Maps to find their way around, but they use Snap Map to find friends and maintain social connections.

Which makes sense, given that this type of information isn’t available on Google Maps or Apple Maps. But Snap said this is indicative of a broader mindset shift, which is important for marketers to note.

As per Snap: “To reach an audience that is universally browsing, gathering social proof, and deciding where to go, brands must look beyond utility maps and show up on social maps where consumers actively hang out and discover culture.”

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