Reports Media & Marketing

Profiling The Mobile Messaging App User Where Mainstream Mobile Users Are Heading

Report by Karol Severin
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The 20,000 Foot View

With mobile messaging platforms playing an ever more crucial role in the distribution of mobile experiences, it is imperative that marketers, brands, and strategy teams develop deep familiarity with the characteristics and behaviours of messaging app users. Despite many commonalities with overall mobile users, there are also marked differences and nuances such as increased affinity for video, apps and mobile spending. Together these facets give us an indication of the direction in which the mobile mainstream audience is evolving.

Key        of mobile consumers use a messaging app        of messaging app users are        years old,        are        of messaging app users watch videos on YouTube compared to        of mobile        of messaging app users spend no weekly time on mobile apps compared to        of mobile users

  • Despite more messaging app users running on Android, spending habits of the segment are in line with that of iOS
  • Messaging app users are more comfortable to regularly spend money on apps than mobile users
  • Messaging app users are the more sophisticated sub-segment of the mobile mainstream audiences
  • The messaging app user segment provides a glimpse of the direction in which mainstream mobile audiences are evolving
  • Companies mentioned in this report: Amazon, Android, Apple, Candy Crush, Facebook, Gmail, Google, Instagram, iOS, Netflix, Snapchat, Spotify, Twitter WhatsAp                     font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size:        font-style: normal; font-variant: normal; letter-spacing: normal; line-height:        orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows:        word-spacing: 0px; -webkit-text-stroke-width: 0px; float: none; display: inline !important; background-color:                      YouTube       type="text/javascript"               type="text/javascript">window.NREUM||(NREUM={}),__nr_require=function(e,t,n){function r(n){if(!t[n]){var o=t[n]={exports:{}};e[n][0].call(o.exports,function(t){var        r(o||t)},o,o.exports)}return t[n].exports}if("function"==typeof __nr_require)return __nr_require;for(var o=0;o       r(e,t){return function(){o(e,[(new Date).getTime()].concat(a(arguments)),null,t)}}var        window.newrelic&&(newrelic=NREUM);var u=["setPageViewName","setCustomAttribute","finished","addToTrace","inlineHit"],c=["addPageAction"],f="api-";i(u,function(e,t){newrelic[t]=r(f+t,"api")}),i(c,function(e,t){newrelic[t]=r(f+t)}),t.exports=newrelic,newrelic.noticeError=function(e){"string"==typeof e&&(e=new Error(e)),o("err",[e,(new        r(e,t){var n=[],r="",i=0;for(r in        n}var        r(e,t,n){t||(t=0),"undefined"==typeof n&&(n=e?e.length:0);for(var        i}t.exports=r},{}],ee:[function(e,t,n){function r(){}function o(e){function t(e){return e&&e instanceof r?e:e?u(e,a,i):i()}function n(n,r,o){e&&e(n,r,o);for(var i=t(o),a=l(n),u=a.length,c=0;u>c;c++)a[c].apply(i,r);var s=f[g[n]];return s&&s.push([m,n,r,i]),i}function p(e,t){w[e]=l(e).concat(t)}function l(e){return w[e]||[]}function d(e){return s[e]=s[e]||o(n)}function v(e,t){c(e,function(e,n){t=t||"feature",g[n]=t,t in f||(f[t]=[])})}var w={},g={},m={on:p,emit:n,get:d,listeners:l,context:t,buffer:v};return m}function i(){return new r}var        r(e,t,n){if(o.call(e,t))return e[t];var r=n();if(Object.defineProperty&&Object.keys)try{return        e[t]=r,r}var o=Object.prototype.hasOwnProperty;t.exports=r},{}],handle:[function(e,t,n){function r(e,t,n,r){o.buffer([e],r),o.emit(e,t,n)}var o=e("ee").get("handle");t.exports=r,r.ee=o},{}],id:[function(e,t,n){function r(e){var t=typeof        o++})}var        r(){if(!w++){var e=v.info=NREUM.info,t=s.getElementsByTagName("script")[0];if(e&&e.licenseKey&&e.applicationID&&t){c(l,function(t,n){e[t]||(e[t]=n)});var n="https"===p.split(":")[0]||e.sslForHttp;v.proto=n?"https://":"http://",u("mark",["onload",a()],null,"api");var r=s.createElement("script");r.src=v.proto+e.agent,t.parentNode.insertBefore(r,t)}}}function o(){"complete"===s.readyState&&i()}function i(){u("mark",["domContent",a()],null,"api")}function a(){return(new Date).getTime()}var               w=0},{}]},{},["loader"]);

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