Reports Media & Marketing

Mobile Messaging Platforms The Mobile Experience Revolution

Report by Karol Severin
Cover image for Mobile Messaging Platforms
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The 20,000 Foot View:

The world of mobile consumer experiences is undergoing a seismic shift with messaging apps a driving force. With        billion cumulative monthly active messaging app users (compared to the        billion Android and        billion iOS devices) messaging apps are the smartphone killer app. In turn, they are helping smartphones transform into mobile-life-companion platforms. The new stage of mobile consumption is approaching fast and whatever your business, you need a strategy to be part of it else prepare to be left behind. This third report in MIDiA’s mobile messaging report series examines the underlying dynamics that are driving this evolution. Key Findings: 

  • In June 2016, major messaging platforms had        billion cumulative monthly active users globally
  • Asian messaging platforms account for        of global cumulative monthly active users
  • Facebook’s combined mobile messaging user base reached        billion MAUs in July 2016
  • Apple and Google are playing catch up in messaging and risk losing grip of the mobile app economy if more mobile experiences go via messaging apps
  • Apple is turning iMessage into a fully-fledged messaging platform with the introduction of iOS       
  • With        billion MAUs, Facebook and Tencent account for        of monthly active users globally
  • Chinese economic protectionist measures give its messaging behemoths an advantage
  • Apple and Google find themselves under a threat of disruption from new innovative mobile experiences
  • Annual mobile messaging app monthly user growth decreased from        to        from June 2015 to June 2016, yet messaging platforms still added over        billion new users
  • Mobile messaging is a revenue enabler, not generator
  • Digitally localized tactics are key to targeting messaging users

Companies Mentioned: Allo, Apple, Duo, Facebook, Google, iMessage, Instagram, KakaoTalk, Kik, LINE, Messenger, QQ, Skype, Slack, Snapchat, Telegram, Tencent, Twitter, Viber, VK, WeChat, Weibo, WhatsApp, Whisper, Yik Yak, YouTube, Zalo

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