Spotlight On Messaging Apps
The notion of sending and receiving messages, around since the times of cavemen, continues to evolve alongside the progression of communication tools, tactics and technologies. With the advancements, messaging apps - apps that allow users to send and receive content (images, text, videos) - have become a rapidly emerging hotspot for consumers, and, as a result, brands.
With the expansion of the messaging apps marketplace, MEC set out to understand consumer perspective of mobile messaging apps and how usage differs in this space; thus obtaining a clearer picture of how brands can and should navigate a new territory.
The ' Reality of Mobile Messaging Apps' study fielded feedback from nearly 1,700 U.S. respondents, aged 18 to 49, using MEC's proprietary online consumer panel - MEC Consumer Pulse; and looked at over 20 apps, including Facebook Messenger, Snapchat, WhatsApp, Kik Messenger, QQ and Viber, among others.
The in-depth research illuminated four key findings that will help brands understand the emerging landscape and position themselves for future success within it.
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