I find that title very misleading based on the data above. What I find more concerning is that 39% don’t intend to allocate new spend which means either what they are doing is working, don’t believe in the value of the other social channels or are still waiting on the “right way” to measure social media.
I vote for #3. Snapchat has great scale ,but terrible tracking measure. Right now the main metric is video views. Until they can prove people engaged with my content, were able to click to buy, or open up their targeting, I’m going to watch from the sidelines.