Mobile Messaging Platforms How Facebook’s Hedge Strategy Is Changing The Face Of Messaging
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The 20,000 Foot View
In just a few short years mobile messaging apps have become home to the largest group of digital audiences on the planet, with billion cumulative monthly active users. Following websites and social networks, messaging platforms are emerging as the third phase of how audiences congregate digitally. Facebook is particularly threatened by this potential disruption. But rather than stick its head in the sand Facebook embraced the disruption to the extent that it is now the single most important player in the mobile messaging landscape.
Key Findings
- Messaging platforms the third phase in the of digital audiences, following websites social networks
- The cumulative messaging platform audience is billion
- Facebook’s three apps (Facebook Messenger, WhatsApp and account for of the global audience
- Asian origin apps account for of the total while US origin apps for
- The majority messaging platform growth has occurred 2013 with an acceleration since 2014
- Instagram has steadily since 2014 capturing the of consumer photography as a life narrative
- Facebook Messenger strongly from May 2014, adding its total installed base but is slowing
- WhatsApp added over the same period but represented just of its total there is no sign of slowdown
- Korean KakaoTalk the highest number of average per day per user followed Japanese LINE with Facebook Messenger just
Companies and services mentioned in this report: AOL, Buzz Feed, CNN, Facebook, Facebook, MSN, Messenger, Friendster, GeoCities, Instagram, Kik, KakaoTalk, LINE, MTV, MySpace, QQ, Skype, Snapchat, Tencent, Twitter, Yahoo, Vox, WeChat, WhatsApp