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Connecting More Mobile Users via Messaging behind Facebook’s Pending Acquisition of WhatsApp
Strategy Analytics' AppOptix Data Provides Insight on Facebook's WhatsApp Acquisition
Boston, MA - February 20, 2014 - AppOptix, Strategy Analytics' Consumer Telemetry Program, identified leading messaging and social media mobile apps based on their daily engagement - the percent of app users who actually use an app at least once each day. WhatsApp is relatively small in the U.S. at present, but, it is both growing and holds much wider traction globally - and is particularly strong among younger age groups.
Facebook's daily engagement is among the highest in mobile apps usage with 63%, far outstripping most messaging services, though operator messaging, those services provided by mobile operators, collectively, shows high traction. WhatsApp can augment Facebook's engagement and help expand its user base globally, particularly in the younger populations where it has come under some pressure based on AppOptix data.
Further breakdown on usage suggests WhatsApp has the strongest traction among <25 age groups, where its activity is roughly 2X more than Facebook and 3X over Instagram. Despite being late to the mobile party, with this acquisition Facebook is comfortably ahead of any other mobile property in engaging with the user in some form or another. In terms of time spent on the mobile device, the social and communication apps collectively represent 45% of the usage; with this acquisition along with Instagram, Facebook will own 64 minutes of daily mobile usage per user in the U.S.
Quotes:
Bonny Joy, Chief, Consumer Telemetry Platforms, said: "Based on AppOptix January 2014 figures, the average US smartphone user has 103 apps installed on their devices - this includes preinstalled apps and those downloaded through the app store. Admittedly not all apps get the same attention from the user on a regular basis. Even in its non-core US market, WhatsApp has among the highest daily engagement rate among its users - a whopping 36%, ahead of social media darlings, Twitter and Pinterest."
Barry Gilbert, Vice President, said: "AppOptix is able to gain a much deeper level of insight into mobile user behavior based on a combination of its mobile app, opt-in panel, and big data platform that provides real-time observations among a broad base of users. It is particularly useful for companies to help strategize what potential value various app combinations might provide, such as Facebook's pursuit of WhatsApp."
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