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This latest jam-packed episode of “Behind The Numbers” covers three important mobile messaging trends: US teens and their smartphone habits, of which messaging is a big part; what mobile messaging adoption looks like in the US; and how Snapchat is monetizing its growing audience of users with a variety of ad formats.
eMarketer analysts and hosts Marcus Johnson and Bryan Yeager start things off by discussing evidence of how quickly the mobile messaging landscape is changing, including recent developments like the release of Instagram’s Stories feature that works in a way eerily similar to Snapchat Stories, as well as Google’s two new messaging-related apps: Duo, for simple video chats, and Allo, a messaging app with features like a built-in smart assistant.
In our first segment [5:48], eMarketer senior analyst Mark Dolliver shares some trends about teens in the US and how they use smartphones. Though teens are often referred to as digital natives, Dolliver explains why smartphone penetration among this group is actually lower than that of adult millennials and details the outsized role that texting plays. Dolliver’s June 2016 report, “US Teens: How Smartphones Fit into (and Disrupt) Their Daily Lives,” (PRO subscribers only) explores this issue.
Following that, forecasting analyst Chris Bendtsen covers some broader trends around adoption of US mobile messaging apps like Facebook Messenger, Snapchat and WhatsApp and what’s driving growth. Bendtsen attributes some of that growth to a desire among users to have more control over how they create and share content with their friends [18:15].
And finally, Cathy Boyle, eMarketer’s principal analyst covering mobile, provides an overview of Snapchat’s ad products like Snap Ads, Sponsored Geofilters and Sponsored Lenses [29:05].
Boyle explains some of the use cases for each format and highlights some of the things Snapchat can do to attract even more advertisers to the platform. Boyle’s August 2016 report, “Snapchat Advertising: A Roadmap for US Brand Marketers and Digital Agency Executives” (eMarketer PRO subscribers only), analyzes what advertisers need to know about working with the visual social network.
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