Facebook is no longer the most popular social media platform in the world -- and it's continuing to lose more fans in the undergrad bracket, according to numbers by the New York based company Sumpto.

Most college students are more engaged in Snapchat rather thank Facebook, Mashable reports. This is a significant development because the college student market used to be one of the strengths of Facebook.

The report said that a big percentage of college students (a whopping 70 percent) posted on Snapchat at least once every day and only 11 percent of the respondents posted daily updates on Facebook. The survey was conducted on a random selection of about 2,000 college students from different universities and colleges all over the United States.

Snapchat was the clear favorite with over 70 percent shares, while Twitter was the close second with 46 percent of the respondents using the platform on a daily basis. Lagging behind is Facebook and its recently-acquired Instagram with a meager 11 percent market share.

Possible Reasons

Mashable reports that, aside from Snapchat's popularity, students also find that this social network gave them the most privacy. Surprisingly, although the respondents found Facebook to be the least private among the other online options, they would still rather be on Facebook if they had to choose only one. This is probably because almost everyone else is on Facebook.

The majority of Snapchat users use it for group messaging while the rest use it to find people, get valuable content and connect with others. This started originally as a photo messaging application and was the brainchild of Stanford University students Evan Spiegel and Jonathan May. Snapchat allows users to record videos, send texts and drawings, as well as take photos and send them to friends or families.

Updates or posts are called snaps. As of May this year, the app was making more than 700 million photos and videos go online everyday.