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Mobile phone messaging apps will be used by more than 149 million consumers in Western Europe in 2016. The UK accounts for almost a fifth of all users in the region, according to eMarketer’s worldwide mobile phone messaging app forecast.
Next to the UK, France and Germany have the highest numbers of users, with France reporting the highest level of growth in the region. In 2016, 21.4 million people will use a chat app in France, an increase 16.5%. That represents more than 60.0% of mobile phone internet users.
eMarketer has increased its projections for France since its last forecast because of the growth in Facebook and mobile social network users which in turn drives chat app adoption.
In Germany there will be an estimated than 24 million chat app users in 2016, a year-on-year increase of almost 14.0% representing almost half (49.8%) of mobile phone internet users.
“One reason mobile messaging apps have taken off is because they are a cheaper alternative to SMS/MMS,” said Cathy Boyle, principal analyst, mobile at eMarketer. “Brand marketers are eager to follow consumers to these apps, but injecting themselves into users’ conversations is not easy, and it’s often unwelcome. However, the expansion of messaging apps into platforms that include chat bots and editorial content is providing marketers with more natural places to engage messaging app users.”
Worldwide, mobile phone messaging apps will be used by more than 1.4 billion consumers in 2016, an increase of almost 16% on last year. By the end of the forecast period in 2019 more than a quarter (26.7%) of the global population will use a chat app. That works out to more than 2 billion users.
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