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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%

93%
35%

24%

46%
6%

Facebook WhatsApp
Messenger

Twitter

WeChat Sina Weibo

68%

47%

WhatsApp Facebook
Messenger

72%	
  
49%	
  

34%

BBM

43%

30%	
  

WhatsApp Facebook
Messenger

Skype

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

Skype

37%

WhatsApp

36%

BBM

Line
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?

% of respondents

Average of 5 countries
86%

75%

73%

60%

63%
40%

31% 33%
17%

9%

6%
Social messaging
10+ times/day

28%

Voice calls
2-3 times/day

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.

24% 24%
12%

7%
SMS
Once a day

Email
At least once/day combined
Visible differences between the US and China
Q: How often do you use these ways of staying in touch on your phone?
75%

72%

46%

71%

69%

44%
29%

29%

Social messaging apps

Voice calls

SMS

85%

81%

Email

79%
40%

61%

48%

Social messaging apps

Voice calls

More than 10 times a day
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.

41%

10%

SMS

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

73%
58%

57%

52%

54% 55%

55%

62%
47%

42%

12% 10%

Global

13%

10%

US

50%

10% 8%
Brazil

8%
Indonesia

11%

15%
7%
South Africa

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

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

55%

12% 12%

China
Average number of
messaging apps installed?
4.2

4.1
2.6

Indonesia

South Africa

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

Brazil

2.4

China

2.1

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?

BR
72%

ID
43%

US
35%

CH
93%

SA
68%
BR
49%

US
46%

CH
3%

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

CH
9%

SA
47%

ID
23%

Facebook

US
6%

ID
20%
BR
5%

WeChat

SA
18%
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%

WhatsApp

Facebook
Messenger

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

WeChat

Twitter

17%

16%

BBM

Skype
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?

40%

46%
37%

51%

50%
39%

33%
22%

16-24
Source: On Device Research, November 2013
N=1167, US smartphone owners

25-34

Facebook Messenger

35-44

WhatsApp

Over 45
d see a
We] di
[
users
in daily
rease
dec
among
ifically
spec
eens.
unger t
yo
David Ebersman
CFO of Facebook
October 30, 2013
Source: Facebook earnings call, October 30, 2013
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?

45% use
31% use
24%
only
only
Facebook
WhatsApp

Source: On Device Research, November 2013
N=895, US smartphone owners who use Facebook and/or WhatsApp
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.
% of smartphone owners using weekly
20%

18%

6%

US

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

Indonesia

South Africa
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?
% of smartphone owners using weekly
37%

34%

13%

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

Indonesia

South Africa
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
Millions of photos shared a day

Instagram

55m

Facebook

350m

WeChat

400m

Snapchat

400m

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?

In the 5 countries that we researched
only the 16-24 age group in the US
showed significant use of Snapchat.

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

According to Evan Spiegel, the CEO
of Snapchat, 70% of the services users
are women.
ng built
raph bei
e social g ooks of our
With th
address b accessible
into the
es, freely
bile devic
o
rms, the
m
ing platfo
ll messag ng the market
for a
to enteri
barriers
ng down.
re tumbli
a
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 inapp purchases
•  Subscription fees

Source: The Next Web, October 2013
Stickers are well known and actively used
by almost 40% of smartphone users
Q: Do you use stickers / emoji in messaging apps?
84%

Have used
74%
at least once

82%
69%

54%
46%
37%

35%
18%
US

24%
13%
Brazil

Use daily

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

43%

38%

Indonesia

Never used

18%
South Africa

Have used

13%
China
ress our
like to exp and
aniards
As Sp
ur bodies
s using o
stickers
feeling
sions the
ial expres
fac
ever stay
l. I can n
e very coo
ar
d long if
boyfrien
ry at my
a ng
sticker.
e a cute
e sends m
h
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?

Have bought stickers at least once

11%
80%

Never

31%

19%

9%

Yes, once

More than once

Source: On Device Research, November 2013
N=2610, US, Brazil, China, South Africa, Indonesia smartphone owners

27%

14%

China

South Africa Indonesia

US

12%

Brazil
Want Excel tables
with the survey data?
Request from siim@ondeviceresearch.com
On Device Research uses the mobile
internet to gain access to consumer
opinions at any time, place or country.
On Device Research uses the mobile
internet to gain access to consumer
opinions at any time, place or country.
We have undertaken projects in
58 countries
Over 12 million people have taken one
of our surveys on their mobile
For more info:

ondeviceresearch.com
Siim Teller
siim@ondeviceresearch.com
@teller

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

75%

72%

71%

46%

69%

44%
35%
29%

29%

27%

21%

18%
8%

Social messaging apps

13%

11%

Voice calls

More than 10 times a day
Source: On Device Research, November 2013
N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners

6%

SMS

2-3 times a day

Email

Once a day

Daily
Brazil
Q: How often do you use these ways of staying in touch on your phone?
86%
71%

67%

66%

62%

40%
30%
24%

28% 26%

24%

15%
8%

4%
Social messaging apps

Voice calls

More than 10 times a day
Source: On Device Research, November 2013
N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners

12%

7%

SMS

2-3 times a day

Email

Once a day

Daily
Indonesia
Q: How often do you use these ways of staying in touch on your phone?
89%

83%
69%

63%

61%	
  
48%	
  
36%
30%

28%

24%	
  

21%

13%

9%

7%

Social messaging apps

22%	
  

Voice calls

More than 10 times a day
Source: On Device Research, November 2013
N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners

5%
SMS

2-3 times a day

Email

Once a day

Daily
South Africa
Q: How often do you use these ways of staying in touch on your phone?
94%
79%

75%

73%
65%

31%
13%

31%

29%
10%

2%
Social messaging apps

Voice calls

More than 10 times a day
Source: On Device Research, November 2013
N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners

11%

8%

SMS

2-3 times a day

Email

Once a day

Daily
China
Q: How often do you use these ways of staying in touch on your phone?
85%

81%

79%

61%
48%

40%

41%
31%

28%

18%

17%
7%

Social messaging apps

7%

5%
Voice calls

More than 10 times a day
Source: On Device Research, November 2013
N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners

SMS

2-3 times a day

12%

10%

Email

Once a day

Daily

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Messenger Wars: How Facebook lost its lead

  • 2. Facebook is the giant in social networking but WhatsApp has taken the lead in social messaging on mobile
  • 3. 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.
  • 4. 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% 93% 35% 24% 46% 6% Facebook WhatsApp Messenger Twitter WeChat Sina Weibo 68% 47% WhatsApp Facebook Messenger 72%   49%   34% BBM 43% 30%   WhatsApp Facebook Messenger Skype Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners Skype 37% WhatsApp 36% BBM Line
  • 5. 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? % of respondents Average of 5 countries 86% 75% 73% 60% 63% 40% 31% 33% 17% 9% 6% Social messaging 10+ times/day 28% Voice calls 2-3 times/day 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. 24% 24% 12% 7% SMS Once a day Email At least once/day combined
  • 6. Visible differences between the US and China Q: How often do you use these ways of staying in touch on your phone? 75% 72% 46% 71% 69% 44% 29% 29% Social messaging apps Voice calls SMS 85% 81% Email 79% 40% 61% 48% Social messaging apps Voice calls More than 10 times a day 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. 41% 10% SMS Email Daily
  • 7. 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.)
  • 8. 58% use a variety of IM apps because their friends are spread over different networks. Q: Why do you use different messaging apps? 73% 58% 57% 52% 54% 55% 55% 62% 47% 42% 12% 10% Global 13% 10% US 50% 10% 8% Brazil 8% Indonesia 11% 15% 7% South Africa 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 Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 55% 12% 12% China
  • 9. Average number of messaging apps installed? 4.2 4.1 2.6 Indonesia South Africa Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners Brazil 2.4 China 2.1 US
  • 10. 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? BR 72% ID 43% US 35% CH 93% SA 68% BR 49% US 46% CH 3% WhatsApp Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners CH 9% SA 47% ID 23% Facebook US 6% ID 20% BR 5% WeChat SA 18%
  • 11. 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% WhatsApp Facebook Messenger Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners WeChat Twitter 17% 16% BBM Skype
  • 12. 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? 40% 46% 37% 51% 50% 39% 33% 22% 16-24 Source: On Device Research, November 2013 N=1167, US smartphone owners 25-34 Facebook Messenger 35-44 WhatsApp Over 45
  • 13. d see a We] di [ users in daily rease dec among ifically spec eens. unger t yo David Ebersman CFO of Facebook October 30, 2013 Source: Facebook earnings call, October 30, 2013
  • 14. 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? 45% use 31% use 24% only only Facebook WhatsApp Source: On Device Research, November 2013 N=895, US smartphone owners who use Facebook and/or WhatsApp
  • 15. 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. % of smartphone owners using weekly 20% 18% 6% US Source: On Device Research, November 2013, TechinAsia, August 2013 N=2524, US, South Africa, Indonesia smartphone owners Indonesia South Africa
  • 16. 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? % of smartphone owners using weekly 37% 34% 13% US Source: On Device Research, November 2013 N=2524, US, South Africa, Indonesia smartphone owners Indonesia South Africa
  • 17. 1.2 billion photos a day Shared via just 4 services
  • 18. CEO and founder of WhatsApp Source: https://twitter.com/jankoum/status/394259718606053376, October 2013
  • 19. More photos are now shared via Snapchat than Facebook Millions of photos shared a day Instagram 55m Facebook 350m WeChat 400m Snapchat 400m Source: Company reports, November 2013
  • 20. 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? In the 5 countries that we researched only the 16-24 age group in the US showed significant use of Snapchat. 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 According to Evan Spiegel, the CEO of Snapchat, 70% of the services users are women.
  • 21. ng built raph bei e social g ooks of our With th address b accessible into the es, freely bile devic o rms, the m ing platfo ll messag ng the market for a to enteri barriers ng down. re tumbli a Alistair Hill CEO, On Device Research
  • 22. Money in stickers Line earned $27.4 million in Q2/2013 from them Source: The Next Web, August 2013
  • 23. 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 inapp purchases •  Subscription fees Source: The Next Web, October 2013
  • 24. Stickers are well known and actively used by almost 40% of smartphone users Q: Do you use stickers / emoji in messaging apps? 84% Have used 74% at least once 82% 69% 54% 46% 37% 35% 18% US 24% 13% Brazil Use daily Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 43% 38% Indonesia Never used 18% South Africa Have used 13% China
  • 25. ress our like to exp and aniards As Sp ur bodies s using o stickers feeling sions the ial expres fac ever stay l. I can n e very coo ar d long if boyfrien ry at my a ng sticker. e a cute e sends m h Marina Couso (29), Line user from Spain Source: Reuters, October 2013
  • 26. Over 20% of sticker-users have purchased paid stickers at least once Q: Have you ever paid for stickers / emoji in messaging apps? Have bought stickers at least once 11% 80% Never 31% 19% 9% Yes, once More than once Source: On Device Research, November 2013 N=2610, US, Brazil, China, South Africa, Indonesia smartphone owners 27% 14% China South Africa Indonesia US 12% Brazil
  • 27. Want Excel tables with the survey data? Request from siim@ondeviceresearch.com On Device Research uses the mobile internet to gain access to consumer opinions at any time, place or country.
  • 28. On Device Research uses the mobile internet to gain access to consumer opinions at any time, place or country. We have undertaken projects in 58 countries Over 12 million people have taken one of our surveys on their mobile
  • 29. For more info: ondeviceresearch.com Siim Teller siim@ondeviceresearch.com @teller Follow us:
  • 31. US Q: How often do you use these ways of staying in touch on your phone? 75% 72% 71% 46% 69% 44% 35% 29% 29% 27% 21% 18% 8% Social messaging apps 13% 11% Voice calls More than 10 times a day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 6% SMS 2-3 times a day Email Once a day Daily
  • 32. Brazil Q: How often do you use these ways of staying in touch on your phone? 86% 71% 67% 66% 62% 40% 30% 24% 28% 26% 24% 15% 8% 4% Social messaging apps Voice calls More than 10 times a day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 12% 7% SMS 2-3 times a day Email Once a day Daily
  • 33. Indonesia Q: How often do you use these ways of staying in touch on your phone? 89% 83% 69% 63% 61%   48%   36% 30% 28% 24%   21% 13% 9% 7% Social messaging apps 22%   Voice calls More than 10 times a day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 5% SMS 2-3 times a day Email Once a day Daily
  • 34. South Africa Q: How often do you use these ways of staying in touch on your phone? 94% 79% 75% 73% 65% 31% 13% 31% 29% 10% 2% Social messaging apps Voice calls More than 10 times a day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 11% 8% SMS 2-3 times a day Email Once a day Daily
  • 35. China Q: How often do you use these ways of staying in touch on your phone? 85% 81% 79% 61% 48% 40% 41% 31% 28% 18% 17% 7% Social messaging apps 7% 5% Voice calls More than 10 times a day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners SMS 2-3 times a day 12% 10% Email Once a day Daily