China, India Lead APAC in Mobile Messaging App Audience Size - eMarketer

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China, India Lead APAC in Mobile Messaging App Audience Size

In terms of penetration, Indonesia and South Korea rank higher

November 12, 2015

Asia-Pacific accounts for more mobile phone messaging app users than any other region in the world, based on eMarketer’s first-ever forecast for this audience. Thanks largely to the huge base population of the region, nearly 807 million mobile phone messaging app users call Asia-Pacific home this year.

Mobile Phone Messaging App Users in Asia-Pacific, by Country, 2014-2019

The largest chunk by far are in China, which is home to nearly half of the total regional population of over-the-top messaging app users.

But the fastest growth is in the region&Rsquo;s second-largest mobile messaging app market: India. India will continue to have the highest growth rates throughout the forecast period, of nearly double the regional average.

Penetration, meanwhile, is highest elsewhere. Examined in terms of the share of mobile phone internet users accessing messaging apps, it’s highest in Indonesia, where nearly three in four do so.

Mobile Phone Messaging App User Penetration in Asia-Pacific, by Country, 2014-2019

As a share of all mobile phone users or the overall population, South Korea is No. 1, followed by Australia.

There will be some shifts in relative penetration rankings by the end of eMarketer&rsqou;s forecast period. India, for example, is currently No. 5 in terms of penetration among the mobile phone internet population, but will rise to fourth place in 2017, beating out Japan.

Even then, however, India will remain in last place by other metrics, as large sections of its population will continue to have limited internet access at all.

eMarketer's forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

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