InMobi conducted this study to identify the demographic profile of messaging apps users in Indonesia, frequency of use, preferences, factors that influence download, in-app purchases and optimal price points.

1. Mobile Messaging Apps In Indonesia
PREFFERED MODE OF MOBILE COMMUNICATION
Messaging/
Chat Apps
SMS/MMS
The power users and
early adopters of
messaging apps are
of users access chat
apps multiple times
TOP REASONS FOR USING MESSAGING APPS TOP REASONS THAT INFLUENCE DOWNLOADS
61%
Staying in touch
with friends
Photo Sharing
Group Messaging
Cost
MOBILE MESSAGING APP DISCOVERY CHANNELS
per day
69%
MOBILE MESSAGING APP PREFERENCES
Blackberry Messenger 76% 68% 59% 55% 49% 0% 70%
LINE 35% 25% 24% 13% 40% 28% 31%
37%
36%
ADS ON MOBILE
DEVICE
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Insights
39 %
97 %
45% 5%
OUTDOOR
ADS
BROWSING THE
APP STORE
42%
WORD OF
MOUTH
20% 14%
ADS ON TV
Social
Networking
21%
Voice
Calls
20%
e-mails
18%
2%
i
86%
UNDER
35
DIGITAL GOODS (STICKERS, VIRTUAL CURRENCY, GAMES, ETC )
Source : InMobi Network
30% 14%
UPGRADED APP WITH EXTRA FEATURES
UPGRADED APP WITHOUT ADS
PHYSICAL GOODS PURCHASES
20%
15%
IN-APP PURCHASE BEHAVIOR
TYPE OF IN APP-PURCHASES MADE
IN-APP PURCHASE PRICE POINTS
Message
friends
Message
family
Message
co-workers
Group chat Stickers and
emoticons
Games Send photos
or videos
Whatsapp Messenger 61% 51% 48% 40% 43% 0% 61%
Facebook Messenger 35% 23% 19% 15% 15% 0% 28%
WeChat 11% 9% 9% 0% 13% 1% 9%
Google Hangout 6% 5% 6% 4% 1% 0% 4%
Yahoo! Messenger 10% 53% 11% 3% 4% 0% 5%
Skype 9% 11% 8% 3% 3% 0% 9%
Sample Size n = 240
@
50%
43%
23% 35%
24% 32%
16% 24%
Sticker
63%
Send/receive
Multiple Mobile
Messages Per Day
WHAT DRIVES ADOPTION OF MESSAGING APPS
of mobile users have
made an in-app purchase
when using a mobile
messaging/chat
application
of users have never
made an in-app
purchase but would
consider it
REASONABLE PRICE POINT
IDR 31207 (US $ 2.7)
EXPENSIVE PRICE POINT
IDR 18241 (US $1.6)
of users expect
to download
messenger/chat
app in next 30 days