More Than a Message: The Evolution of Conversation

This post was also published in the Facebook IQ blog.

Messaging is finally having its moment. With 59% of people, on average across 14 markets, saying their messaging has increased over the past two years—and more and more people choosing chat apps as their preferred method of communication—messaging’s momentum seems set to soar.

Messenger_ThumbnailTo better understand the rise of mobile messaging apps and how marketers can start maximizing their messaging opportunity, Facebook IQ commissioned Nielsen to explore how and why people message, with a focus on 12,500 people ages 18+ who use mobile messaging apps across 14 markets and five continents.

We found that the reasons and ways people message may be diverse, but the global growth of messaging is undeniable. We found that the appeal of messaging transcends business and pleasure. And it empowers people to express themselves and connect with others on their terms—responding right away or when the moment’s right.

We also found that, within this new world, marketers have a wealth of uncharted opportunities to connect with the people who matter to them most in more powerful and personal ways than ever.

Check out our insights guide and the infographic below to learn more.


FacebookIQ Messaging Infographic

What it means for marketers

People are messaging on a global scale, and they increasingly expect to be able to connect with friends, family and their favorite brands through the apps where they spend the most time.

Find your messaging mission: Identify the intersection of where messaging can play a strategic role in supporting your business goals and where it can also enhance the way people experience your brand. Look to messaging services for guidance, inspiration and tips around building focused, meaningful messaging experiences that make business more human and drive business value.

Consider regional contexts: People around the world have varying levels of experience with messaging apps. While some, particularly in Asia, may already consider their messaging apps to be their second home screen, others may still see chat apps as just for chatting. Look to more sophisticated messaging markets for inspiration around what’s possible. And look to provide people accustomed to the simpler side of messaging with inspiration of your own around the many possibilities of messaging.

Learn, refine and share: This is just the beginning. We’re seeing an incredible variety of experiences that are literally defining a new creative medium and paving new paths to purchase. Marketers have a wealth of uncharted opportunities—messaging offers more personal and powerful ways to drive awareness, drive sales, enhance customer service or add functionality on top of your existing app. Message your way to success by starting with clear goals and experimenting and evolving in line with your learnings and those of other businesses.

Source: “Facebook Messaging Survey” by Nielsen (Facebook-commissioned study of 12,500 people ages 18+ who used a mobile messaging app in the past 30 days across AE, AU, BR, FR, ID, IN, JP, KR, MX, TH, TW, UK, US and VN), Mar 2016. The study included 1,000 respondents per market except for AE, TW and VN, where the sample size was 500.

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