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Published: July 20, 2017
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This report examines how businesses worldwide are using four of the biggest mobile messaging apps to raise brand awareness, distribute content, advertise, generate leads, drive sales and conduct customer service. While the leaders each have unique strengths, none of them is a slam dunk for global-minded marketers.
"When it comes to communicating with a brand, more than half of US social media users polled in August 2016 said they preferred messaging channels, including Messenger and WhatsApp, over email and online chat."
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Preferred Channel for Communicating with a Brand According to US Social Media Users, Aug 2016 (% of respondents)
Mobile Phone Messaging App User Penetration Worldwide, 2016-2021 (% of smartphone users)
Top 20 Mobile Apps Among Android Users in China, Ranked by Reach, March 27-April 2, 2017 (% reach)
Client-Side Marketers in Asia-Pacific Who Agree with Select Strategies for Engaging with Customers over Mobile, Oct 2016 (% of respondents)
Social Media Platforms that Luxury Goods Companies Must Prioritize in the Future According to Luxury Brand Professionals in France, Nov 2016 (% of respondents)
Brand Awareness and Engagement
Leading Social Media Marketing Tactics According to Marketers/Media Agency Professionals in China, Dec 2016 (% of respondents)
Mini Programs (Mini Apps)
Usage and Awareness of WeChat Mini Programs* According to Mobile Internet Users in China, March 2017 (% of respondents)
WeChat Users in China Who Are Willing to Pay for Content/Info on WeChat, March 2017 (% of respondents)
Types of Content Marketing Channels/Tactics in Which Marketers/Media Agency Professionals in China Are Likely to Invest, Dec 2016 (% of respondents)
Mobile Payment Transaction Value Share in China, by Service Provider, Q4 2016 (% of total)
Usage of Facebook Messenger Among Brands Worldwide, by Vertical, Nov 2016 (% of total)
US Internet Users' Preferred Method of Contact with a Digital Retailer While Making a Purchase, Sep 2016 (% of respondents)
US Internet Users' Preferred Method of Contacting Digital Retailers to Resolve Post-Purchase Issues, Sep 2016 (% of respondents)
Smartphone Users in Japan* Who Use Select Smartphone Social Media/Video-Sharing Apps, 2015 & 2016 (% of respondents)
Line Monthly Active Users (MAUs) Worldwide, Q3 2016-Q1 2017 (millions)
Line Revenues Worldwide, by Segment, Q4 2015-Q1 2017 (billions of ¥ and % of total)
Brand Awareness and Driving Engagement
Social Media Platforms Used by Retail SMBs in Japan, Sep 2016 (% of respondents)
Social Media App on Which Social Media App Users in Japan Most Frequently See Ads, by Age, July 2016 (% of respondents in each group)
Social Network Users Ages 15-34 in Japan Who Broadcast Live on Facebook, Line and Niconico, Nov 2016 (% of respondents)
Retail/Social Media Sites Where Digital Buyers Worldwide Share Reviews, by Generation, May 2016 (% of respondents in each group)
Ways in Which Mobile Messaging App Users in Brazil Would Like to Interact with Brands via Select Messaging Apps, July 2016 (% of respondents)
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