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Messenger Wars How Facebook lost its lead

Facebook is the giant in social networking but

WhatsApp has taken the lead in social messaging on mobile

A survey of 3,759 Android and iOS smartphone owners in the US, Brazil, South Africa, Indonesia and China, carried out by mobile market research company On Device Research, reveals that Facebook Messenger no longer leads in social messaging.

Top 3 social messaging apps on smartphones Research data from the US, Brazil, South Africa, China and Indonesia shows that Facebook Messenger leads only in the US.

46% 35%

24%

Facebook Messenger

WhatsApp Twitter

72%

49% 30%

WhatsApp Facebook Messenger

Skype

43%

37% 36%

WhatsApp BBM Line

68% 47%

34%


BBM

Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners

93%

46%

6%

WeChat Sina Weibo Skype

The dominant way to stay in touch Messaging apps aren’t just competing against each other. They are challenging calling, texting and emailing on the phone. Q: How often do you use these ways of staying in touch on your phone?

63%

31% 40%

24% 17%

33% 28% 24%

6% 9% 7% 12%

86% 73% 75%

60%

Social messaging Voice calls SMS Email

Average of 5 countries

10+ times/day 2-3 times/day Once a day At least once/day combined

Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners Per country charts can be found in the annex at the end of the presentation.

% o

f res

pond

ents

61% 48%

41% 10%

85% 81% 79%

40%

Social messaging apps Voice calls SMS Email

More than 10 times a day Daily

Source: On Device Research, November 2013 N=1406 in the US, n=544 in China, smartphone owners Per country charts can be found in the annex at the end of the presentation.

46%

29% 44%

29%

72% 75% 71% 69%


Visible differences between the US and China Q: How often do you use these ways of staying in touch on your phone?

Two main reasons which drive people to use multiple instant messaging apps

1. Different friends using different platforms is the biggest reason – the network effect is a challenge all messaging platforms need to overcome to grow. 2. Different apps for different features is a close second. Only 12% globally said they use different apps for friends vs. for strangers (for dating, commerce etc.)

58% 57% 54% 55%

73%

50% 52%

42%

55% 62%

47% 55%

12% 13% 10% 8% 15% 12% 10% 10% 8% 11%

7% 12%

Global US Brazil Indonesia South Africa China

Different friends use different apps Because of different features One for people I don't know well, other(s) for friends/family It used to be free, it's not any more

58% use a variety of IM apps because their friends are spread over different networks. Q: Why do you use different messaging apps?


Average number of messaging apps installed?


4.2 4.1

2.6 2.4 2.1

Indonesia South Africa Brazil China US

Big differences country-to-country - popularity of WeChat mostly driven by China Q: Which social messaging app do you use at least once a week?

US 35%

US 46%

US 6% CH

3%

CH 9%

CH 93%

ID 43%

ID 23% ID

20%

BR 72%

BR 49%

BR 5%

SA 68%

SA 47%

SA 18%

WhatsApp Facebook WeChat


WhatsApp is now the leader in social messaging apps across the 5 markets covered Q: Which social messaging app do you use at least once a week?

44%

35%

28%

19% 17% 16%


WeChat Twitter BBM Skype


40% 46%

50% 51%

37% 39% 33%

22%

16-24 25-34 35-44 Over 45 Facebook Messenger WhatsApp

Source: On Device Research, November 2013 N=1167, US smartphone owners

Even in the US, Facebook Messenger is facing stiff competition as WhatsApp gains popularity – especially in the 16-24 age group Q: Which social messaging app do you use at least once a week?

[We] did see a

decrease in daily users

specifically among

younger teens.

David Ebersman CFO of Facebook October 30, 2013

Source: Facebook earnings call, October 30, 2013

45% use only

Facebook

31% use only

WhatsApp

Source: On Device Research, November 2013 N=895, US smartphone owners who use Facebook and/or WhatsApp

Only a quarter of smartphone users in the US use both platforms actively Q: Which social messaging app do you use at least once a week?

24%

WeChat spilling out of China Line’s popularity outside of Japan is well known, our

research shows that WeChat is similarly being adopted

in new markets. WeChat crossed 100 million registered

users outside of China back in August 2013.

Source: On Device Research, November 2013, TechinAsia, August 2013 N=2524, US, South Africa, Indonesia smartphone owners

6%

20% 18%

US Indonesia South Africa

% of smartphone owners using weekly

BBM shows significant popularity in Indonesia and South Africa Our survey excluded BlackBerry owners so people who use this messenger have installed the BBM app which was released 3 weeks prior to the survey.

Q6. Which of these messaging services do you use at least once a week?

13%

37% 34%

US Indonesia South Africa

% of smartphone owners using weekly

Source: On Device Research, November 2013 N=2524, US, South Africa, Indonesia smartphone owners

1.2 billion photos a day Shared via just 4 services

CEO and founder of WhatsApp

Source: https://twitter.com/jankoum/status/394259718606053376, October 2013

More photos are now shared via Snapchat than Facebook

400m

400m

350m

55m

Snapchat

WeChat

Facebook

Instagram

Millions of photos shared a day

Source: Company reports, November 2013

Snapchat with its self-destructive photos and videos is a strong challenger despite a relatively small user base Q: Which social messaging app do you use at least once a week?

16-24 20%

25 or older

3%

Snapchat in the US

Source: On Device Research, November 2013, WSJ November, 2013 N=1167, US smartphone owners

In the 5 countries that we researched only the 16-24 age group in the US showed significant use of Snapchat. According to Evan Spiegel, the CEO of Snapchat, 70% of the services users are women.

With the social graph being built

into the address books of our

mobile devices, freely accessible

for all messaging platforms, the

barriers to entering the market

are tumbling down.

Alistair Hill CEO, On Device Research

Money in stickers Line earned $27.4 million in

Q2/2013 from them

Source: The Next Web, August 2013

How do instant messengers make money?

•  Stickers, e.g. $0.99 for a set of 16 in WeChat. Line makes over $10 million a month this way.

•  Promoting other apps and

games that monetise via in-app purchases

•  Subscription fees

Source: The Next Web, October 2013

35%

24%

46% 38%

43%

18%

37%

13% 18%

13%

74%

54%

84%

69%

82%

Use daily Never used Have used

Stickers are well known and actively used by almost 40% of smartphone users Q: Do you use stickers / emoji in messaging apps?

Have used at least once


US Brazil Indonesia South Africa China

As Spaniards like to express our

feelings using our bodies and

facial expressions the stickers

are very cool. I can never stay

angry at my boyfriend long if

he sends me a cute sticker.

Marina Couso (29), Line user from Spain

Source: Reuters, October 2013

Over 20% of sticker-users have purchased paid stickers at least once Q: Have you ever paid for stickers / emoji in messaging apps?

80%

11%

9%

Never Yes, once More than once

31% 27%

19% 14% 12%

China South Africa Indonesia US Brazil

Have bought stickers at least once


On Device Research uses the mobile internet to gain access to consumer opinions at any time, place or country.

Want Excel tables with the survey data? Get in touch!

We have undertaken projects in

58 countries

Over 12 million people have taken one of our surveys on their mobile

ondeviceresearch.com

Follow us:

For more info:

Siim Teller [email protected] @teller

Appendix

46%

29%

44%

29%

18%

35%

21% 27%

8% 11%

6%

13%

72% 75%

71% 69%


More than 10 times a day 2-3 times a day Once a day Daily

US Q: How often do you use these ways of staying in touch on your phone?


Brazil Q: How often do you use these ways of staying in touch on your phone?

67%

24%

40%

28%

15%

30% 24% 26%

4% 8% 7%

12%

86%

62%

71% 66%




Indonesia Q: How often do you use these ways of staying in touch on your phone?

61%

24%

48%

22% 21%

36% 30% 28%

7% 9% 5%

13%

89%

69%

83%

63%




South Africa Q: How often do you use these ways of staying in touch on your phone?

79%

31% 29% 31%

13%

2% 10% 8% 11%

94%

75% 73% 65%




China Q: How often do you use these ways of staying in touch on your phone?

61%

48%

41%

10%

17%

28% 31%

18%

7% 5% 7% 12%

85% 81% 79%

40%




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