THE MESSAGING APPS REPORT: How brands, businesses, and publishers can capitalize on the rising tide of messaging platforms

Messaging App Time Spent

This is a preview of a research report from Business Insider Intelligence, Business Insider’s premium research service. To learn more about Business Insider Intelligence, click here.

Nearly every major messaging platform has spent the past few years rolling out tools to attract new users and give businesses tools to reach those users.

The consumer-oriented products are working: The combined total monthly active user (MAU) count of the top 4 messaging apps has grown to 4.1 billion in 2018, with the top three messaging apps touting user bases of 1 billion or more.

Not only are these consumer products drawing in more users, but they’re effectively increasing the time consumers are spending within messaging apps. The average daily time US consumers spent in a messaging app in 2017 was 10 minutes, up 15.2% from 8 minutes in 2016, according to eMarketer. That 10 minutes is expected to grow to 11 this year, and 12 in 2019 (see chart).

This large and engaged consumer base is a prime market for businesses and publishers to target, particularly as social media networks like Facebook become more difficult to leverage. In order to capitalize on this opportunity, messaging apps like Facebook Messenger and WeChat have developed a range of tools, from chatbots to payments methods, that businesses and publishers can use to reach and monetize consumers.

In this report, Business Insider Intelligence sizes the messaging app market and examines how businesses, brands, and publishers can take advantage of the new features offered by these platforms. It compares and contrasts the largest messaging platforms by user base, and presents the types of opportunities that have emerged from the growing audience that uses messaging services daily. Finally, it explores how these messaging apps are likely to change in the months and years ahead.

Here are some of …read more

Source:: Business Insider

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