REPORT
Jan 27, 2014
Sending the right message

The explosion of interest in mobile messaging platforms has prompted heated competition to secure the largest and most loyal global user base. From LINE’s stickers to WeChat’s partnership with Lionel Messi, there’s a race to innovate, and fast.

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Scope

In 2013, messaging apps overtook SMS as the UK’s most popular way of sending messages by phone. [1] And while 50% of Britons currently use a messaging app, the uptake in other countries is far higher – around 75% in Russia, and an incredible 90% in Brazil. [2] It might be bad news for mobile network operators, but for these new messaging platforms, the explosion of interest has prompted heated competition to secure the largest and most loyal global user base. And with Europe still not quite won over in comparison to the rest of the world, there’s still a lot to play for.

SOURCES