Instant messaging usage jumps 12% globally
The popularity of instant messaging has soared over the past year, with a 12 per cent uplift in daily usage globally as more people opt for closed messaging platforms such as WhatsApp, Facebook Messenger and WeChat.
Over three out of five internet users in APAC (61 per cent) are now using instant messaging every day, while 82 per cent are using it on a weekly basis, according to Connected Life, a study of over 60,000 internet users worldwide from global research consultancy TNS. Despite this, social platforms are still rising in popularity with a 6 per cent uplift in daily usage globally since 2014.
Instant messaging has achieved high numbers of daily users across much of APAC, with 77 per cent of those in Malaysia, 73 per cent in Hong Kong and 69 per cent in China using an IM platform daily. By contrast, some Western markets are lagging behind, including the UK (39 per cent) and the US (35 per cent).
Facebook has maintained its position as the world’s favourite social platform; almost one third of global internet users (30 per cent) say they use it every day. However, many APAC markets see far greater use, with 78 per cent of people in Thailand, 75 per cent in Taiwan and 72 per cent in Hong Kong using Facebook daily. WeChat and QQ Space are the most popular social networks in China, with 69 per cent and 37 per cent respectively using them daily.
This study shows that consumers are even more connected to each other, and across multiple platforms. While IM popularity is rising, traditional social media platforms are still holding strong, allowing content to go viral more quickly. The challenge for brands is to create content that consumers actually want to share.
Whilst these newer platforms still attract a smaller audience overall, they are often far more active; 40 per cent of Vine users globally and 44 per cent of Snapchat users say they watch branded content on those platforms every week, while 43 per cent of WeChat’s user base use it to access information and services about a company.
Joseph Webb, Global Director of Connected Life, said, “Apps like Snapchat, WeChat, Line and WhatsApp are sweeping up new users every day, particularly younger consumers who want to share experiences with a smaller, specific group, rather than using public, mainstream platforms like Facebook or Twitter. As people’s online habits become ever more fragmented, brands need to tap into the growing popularity of IM and other emerging platforms. The need for a content-driven approach across IM, social and traditional channels has never been clearer.”
“Yet at the same time brands need to be very careful. Instant messaging is a more closed medium, meaning it is essential to share limited content that is genuinely relevant and valuable,” he added.
Whilst IM is now becoming a daily part of life, there are still no clear leaders with a wide range of platforms taking the lead in different markets.
“There’s definitely no ‘one size fits all’ approach for using IM to engage with consumers in Asia,” continues Joseph, “Whilst we are seeing strong user bases for Facebook messenger, WeChat and Whatsapp, there are also diverse leaders across the region, many of whom are bespoke to that market. Marketers need to be constantly alert to where their consumer is spending time and ensure that they engage meaningfully and appropriately with them on the most used platforms.”
Further research from TNS showed that although IM users are wary of brands interrupting them, they are more concerned with how content they share impacts their own image.
“How to get the most out of TV used to be the biggest challenge for advertisers. Now it’s about moving from a broadcast to a content creation model that gets people talking and sharing across different platforms,” says Mr Webb.
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