Messaging apps: the not so social media

22 Sep 2016

  • Data
  • Mobile

Earlier this year the number of monthly active users of the top messaging apps overtook the top four traditional social media users. This means that the main digital mode of communication today is messaging apps. Let that sink in.

In Australia, 10.5 million people use messaging apps and 3.4million of these use the apps as their primary form of contact.

In light of this the Datafication Project, an initiative from The Works, explored the world of messaging apps to find out what this means for marketers.

“…it’s the future of customer service, utility and brand engagement combined.”

The M Wave

The increasing use of messaging apps by mainstream audiences means that they’re spending less time on other communication channels. The Datafication Project predicts a Messaging Wave (M-Wave) that will wash through marketing and customer service in the coming years, where customers will see messaging apps as a basic mode of communication with brands.
Messaging apps are the current favourite among 15-19 year-olds in Australia, with 54 per cent preferring the channel to any others.

The emotional web

Audiences

The increasing role of emojis, GIFs and stickers in digital communications has led languages to embrace visual forms of communication. This allows marketers to more accurately determine sentiment, enabling more focused targeting.  
“Snapchat is changing culture through linking identity and emotion with selfies.”

Private conversations

Social feeds are no longer the flavour of the month for audiences. Instead they prefer the more private and intimate space that messaging apps offer. This presents marketers with the ultimate challenge of finding a way into these private conversations.

A new opportunity

Audiences are using these apps more frequently, with 17 per cent of Australians addicted to their messaging apps.
“Consumers are available to us more frequently and with greater context and opportunity for bigger response, greater personalisation and conversion… it’s the future of customer service, utility and brand engagement combined.”

Find out more at datafication.

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