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 Findings

           of mobile consumers use a messaging app monthly            of messaging app users are            years old,            are female            of messaging app users watch videos on YouTube compared to            of mobile users            of messaging app users spend no weekly time on mobile apps compared to            of mobile users
• Despite more            app users running on Android,            habits of the segment are            line with that of iOS
• Messaging app            are more comfortable to regularly            money on apps than mobile           
• Messaging app            are the more sophisticated sub-segment            the mobile mainstream audiences
• The messaging            user segment provides a glimpse            the direction in which mainstream            audiences are evolving

Companies mentioned in this report: Amazon, Android, Apple, Candy Crush, Facebook, Gmail, Google, Instagram, iOS, Netflix, Snapchat, Spotify, Twitter WhatsApp, YouTube