Central & Eastern Europe Is World's Fastest-Growing Mobile Messaging Market - eMarketer
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Central & Eastern Europe Is World's Fastest-Growing Mobile Messaging Market

Russia is the single largest mobile phone messaging app market in the region

December 8, 2015

This year, according to eMarketer’s first-ever estimates of mobile phone messaging app usage around the world, nearly 93 million people in Central and Eastern Europe will use such apps at least monthly. That's up 49.3% over 2014 usage levels—the highest growth rate of any region in the world.

Mobile Phone Messaging App User Penetration in Central & Eastern Europe, by Country, 2014-2019

That fast growth brought mobile phone messaging apps to a majority of mobile phone internet users in the region—though still only about three in 10 mobile phone users are using them.

Russia is by far the single largest mobile phone messaging app market in the region, with 25.0 million users this year. And growth in Russia will be higher than in the rest of the region throughout our forecast period, remaining in double digits through at least 2019.

Mobile Phone Messaging App User Growth vs. Mobile Phone Internet User Growth Worldwide, by Region, 2014-2019

Growth in mobile phone messaging app usage was nearly as fast in the Middle East and Africa, and only a few points being in North America. Central and Eastern Europe will still be the fastest-growing region next year, as well as in 2017, but later in the forecast period, growth rates will taper more quickly than in the Middle East, North America or Asia-Pacific.

Central and Eastern Europe is also home to the second-fastest-growing mobile phone internet market overall, with a 16.3% increase in users this year.

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