Here's why acquiring Snapchat would make a lot of sense for Google (SNAP, GOOGL, GOOG)

Google's reported interest in buying Snap —includinga $30 billion bid last year and a standing offer since Snap's March IPO in the same range — has the potential to make the most dominant player in digital advertising even stronger, according to Business Insider.

The search giant accounted for nearlyhalf of US digital ad revenuein Q1 2017, and gaining access to Snap’s largely millennial user base would likely bolster this figure — Snap generated roughly $388 million in advertising revenue in 2016.

Google’s reported offer is much bigger than the$3 billion offerFacebook made for Snap in 2013, which Snap declined. It is also higher than Snap’s nearly$24 billion valuationat the time of its March IPO, and well above Snap’s current valuation of about $15 billion.

Here’s why acquiring Snap would make sense for Google:

It would gain an established social network.
Each company would benefit from the others’ data and technology chops.
Snap and YouTube could consolidate original video ambitions.
There are opportunities for integrating Snap features into Google products.

Social networks are here to stay, and they're constantly evolving. Globally, more than 2.8 billion people — or 37% of the world's population — use social media, but the way those users interact with each other, and the platforms they adopt, vary widely.

Kevin Gallagher, research analyst for BI Intelligence, Business Insider's premium research service, has put together a report on social media demographics that highlights the key audience demographics for six major social platforms: Facebook, Instagram, Snapchat, Twitter, LinkedIn, and Pinterest. It also:

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