The report attempts to acquire details about how versatile the apps market are when it comes to instant messaging, with respect to marketers and consumers. The market is witnessing increased usage of instant messaging apps in India. In the growing rage of competition, plenty of Instant messaging apps are being launched and downloaded by the users every day. The report focused in procuring names of the top 10 instant messaging apps that are dominant on the users mind due to their features being updated day-on-day and are easy to access. It also throws light on which apps would be most useful for marketers, so that they can leverage them for advertising.

2. Why Instant Messaging
Apps?
Instant Messaging Features:
• Allows user to text others
free of cost, only if
connected to internet
• Allows user to share
pictures, video and audio
files with other users
• Allows one user to interact
with multiple users at a time
• Few clients even allow users
to do free video calling with
other users using the same
App
Instant Messaging Apps enable users to
text other users or a group of users real-
time through internet
Due to the free text-video messaging
options and multiple user-friendly features
that these IM clients provide to their
users, the share of SMS’s in Telecom
companies’ revenue has been falling down
year after year
With 213 million current mobile internet
users in India, marketers have also
started to tap multiple platforms to
engage with their target group. Instant
messaging apps, which still haven’t been
explored that well, provide them with
viable options

3. • There will be 500 million internet users in India by 2018. A
phenomenal change in the usage trends is expected too.
• Usage patterns will shift from 60% being “below 25 years” of age
to 55% being “25 years and above”.
• A geographical shift with 50% of the users will be from rural areas
by 2018
• 80% of internet usage will be mobile based
• While today most of the internet users are males; By 2018, there
will be a 35% boost in female users
These shift in usage patterns and behaviour need to be inculcated by
brands so as to hit the right audience at the right time
Online Trends
*Source: BCG report

4. Methodology
Criteria of selection-
• Numbers of downloads
• Ratings given by users
• Reviews given by the users
Parameters compared-
• UI Experience
• Compatibility
• Pricing
• Group Capacity
• Utilized by Marketers
• Shortcomings

5. Downloads: 1 Billion
Rating: 4.4
WhatsApp is an instant messaging App
which has more than 700 million active
users worldwide, with India alone having a
user base of more than 70 million
UI Experience: Easy to use and navigate,
consumes less data and easy transfer of files
Compatibility: available on Android, iOS,
Blackberry, Nokia( S40, Symbian), windows
phone
Pricing: Free for the 1 year, 0.99$ year
after
Group Capacity: 100 users at a time
WhatsApp #1

6. Additional Features:
• Free video calling to another WhatsApp User
• Share pictures and video/audio files
• Share contacts and GPS coordinates
Utilized by Marketers : Not yet fully explored by the marketers as an customer
engagement platform
Shortcomings: No visible shortcoming so far
WhatsApp gets the maximum downloads from its android platform, which currents has
downloads between 1,000,000,000 - 5,000,000,000, followed by blackberry and iOS
each with 11,202,400 and 4,077,830 downloads respectively

7. Facebook Messenger
Downloads: 500 million
Rating: 3.9
Facebook Messenger is an instant
messaging application with 600 million
users worldwide, while 42% of total Indian
IM users are there in India
UI Experience: Easy to use, faster service
and interface, connects with all Facebook
contacts
Compatibility: Smartphone, iPhones,
Blackberries
Pricing: Free
Group Capacity: NA
#2

8. Additional Features:
• Free international calls
• Share sticker, pics ,voice messages and location info.
• Message non-messengers via their contact number
Utilized by Marketers: Still unexplored as a engagement platform
Shortcomings: Cannot log out within the App itself
Facebook Messenger is downloaded maximum from its android platform followed by
blackberry and iOS with total of 3,409,638, 1,304,515 and 319,864 downloads
respectively

9. WeChat
Downloads: 100 Million
Rating: 4.3
This china-made Instant Messaging service
has surpassed 100 million users worldwide.
Its market share in India is 26%
UI Experience: As compared to other Apps,
the use is not that smooth
Compatibility: iOS, Mac iOS, Android,
Windows Phone, Nokia(S40 & Symbian),
Blackberry(OS 5.0, 6.0 & Blackberry) ,
Desktop version also available
Pricing: Free
Group Capacity: 40 users at a time
#3

10. Additional Features:
• Free video calls
• Shake feature to connect with new users
• QR Code
• Chat history backup
• Walkie-Talkie feature
• Share files
Utilized by Marketers: WeChat has been embraced by Western brands like Starbucks,
Mulberry, Burberry Nike, Adidas, Coach, the NBA and British department store Harrods
etc. WeChat’s QR code function allows users to quickly and easily follow their favourite
brands
Shortcomings: Have to login if not used for a while, stickers consume a lot of memory
space, constant games pop-ups
Android gets maximum downloads of 2,567,707 for WeChat followed by blackberry with
1,772,936 downloads

11. Viber
Downloads: 100 Million
Rating: 4.3
Viber is an instant messaging and voice
over IP App. It has 280 million active users
worldwide and 18% market share in India
UI Experience: Good user interface
Compatibility: Windows, Windows Phone,
Android, iOS, BlackBerry, and Nokia.
Supports Viber Desktop application on
Windows and Mac
Pricing: Free
Group Capacity: 100
#4

12. Additional Features:
• Free phone & Audio calls
• Follow public chats
• Share multi-media content
• Push notifications
• Integration with native contact list for calls and messages
Utilized by Marketers: Not yet explored
Shortcomings: Viber doesn’t integrate contacts from phone properly
Windows leads with maximum downloads of 4,281,728 followed by 4,019,648
downloads on android, 3,276,098 downloads on windows and 2,366,736 downloads
on blackberry

13. Google Hangout
Downloads: 500 million
Rating: 3.9
Google hangouts is an instant messaging and
video chat App which has 500 million registered
users worldwide
UI Experience: Easy to navigate
Compatibility: Microsoft Windows, OS X, Linux,
chrome OS, iOS, android
Pricing: Free
Group Capacity: 100
#5

14. Additional Features:
• Free international calls to hangout users
• Message friends even when they are offline
• Share photo, emoji, stickers, maps and animated GIF
• Group video calls with 10 friends at a time
Utilized by Marketers: Brands like Glamour magazine, NY Times, Dell, National
Geographic are using Hangout. Marketers make use of its video broadcasting feature to
connect with their customers
Shortcomings: problems like video calls getting hanged, surge of alerts when using
multiple devices and non-performance on internet explorer from windows 8 have been
faced by users
Windows gets maximum downloads of 1,163,797 followed by 76,289 downloads on
android and 14,552 downloads on iOS

15. LINE
Downloads: 100 Million
Ratings: 4.3
Line is a Japan based instant messaging
App which specializes in Stickers with a
belief that stickers and emoticons convey
more than just words. It has 181 million
users worldwide and 18 million & more
users in India
UI Experience: It is easy to use but needs
username and password to access the
account every time
Compatibility: iOS, Android, Blackberry,
Windows Phone, Asha, Firefox OS,
Windows and Mac OS
Pricing: Free download, but has in-app
purchases
Group Capacity: 199, excluding user
#6

16. Additional Features:
• Free voice & video calls
• share notes, video, voice messages and photos
• LINE stickers, coins, camera, game, QR code
• News & coupons on celeb and brands
Utilized by Marketers: Brands like Disney and Maybelline have used LINE. It holds a
lot of potential for the marketers to exploit it’s in- built camera, stickers and
personalised messages
Shortcomings: Accessed on only one device, additional devises will require different
mobile numbers and email IDs
Blackberry leads with maximum downloads of 3,669,371 followed by 2,236,109
downloads on android ,141,729 downloads on windows phone and 302,114 downloads
on iOS

17. Snapchat
Downloads: 100 million
Rating: 4.0
SnapChat is a instant messaging App
which specializes in sending ephemeral
photos.100 million plus worldwide user
base and nearly 50 million in India
UI Experience: Simple to use
Compatibility: Android, iOS, Blackberry,
Kindle devices
Pricing: Free
Group Capacity: NA
#7

18. Additional Features:
• Ephemeral pictures, videos and text messages
• Updates on the latest happenings
• Upload Photo story which lasts 24 hrs.
• Discover feature which highlights the stories and videos from outside publishers as
well in house publishers
Utilized by Marketers: Brands like McDonalds, GE, Rebecca Minkoff, Heineken, Taco
Bell, Unilever National Basketball Association have used Snapchat with positive results.
They make use of the ephemeral 10 seconds photos and video feature for promotions.
Brands have also stated to use its new ‘Discover’ feature .
Shortcomings: There have been many legal issues regarding the sexual content on
the platform
Snapchat gets downloaded maximum from its android platform with 978,131 downloads
followed by iOS with 114,430 downloads

19. Hike
Downloads: 10 million
Rating: 4.3
Owned by Bharti Softbank, Hike is a
cross-platform instant messaging App. It
has more than 35 million users worldwide
and 3.5 million users in India
UI Experience: Simple and fast to use
Compatibility: iOS, Android, Windows
phone, Blackberry OS, Symbian
Pricing: Free
Group capacity: 100
#8

20. Additional features:
• Hike to hike messaging
• Contact friends with some other phone via SMS (100 messages free every month)
• Localised stickers and 2-way chat themes
• Free calls
• Hidden mode-hides messages that user doesn’t want others to view
• Transfer 100MB of PDFs, Docs, MP3s, and more
• Control the online status and status settings
Utilized by Marketers: Hike has a lot of potential to be used by brands but hasn’t
been exploited yet
Shortcomings: User cannot send messages outside India
Android had maximum downloads of 2,861,384 followed by 42,011 downloads on iOS
and 36,405 downloads on windows phone

21. Skype
Downloads: 500 million
Rating: 4.1
Skype is a telecommunication App which
specializes in Video calls and conferencing.
It has 300 million users worldwide and 170
plus users in India
UI Experience: Skype is easy to use
Compatibility: Windows, Mac, Linux,
Android , iOS, Windows phone, Blackberry,
Nokia X, Fire OS, Xbox One and PlayStation
Vita
Pricing: Free
Group Capacity: audio conference call
25max. Video conference call -10 max
#9

22. Additional Features:
• Share files, images .video messages and screen
• Group video calls and voice calls to mobile phones and landline
• Instant messaging
• Make international calls
Utilized by Marketers: Where Sportsmaster, Russia’s largest sports retailer, used Skype
for their Homepage Ad and Conversation Ad which appeared during Skype calls, Emirates
used Skype for advertisements on Windows 8 app homepage and across instant
messaging, audio and video call pages
Shortcomings: No visible shortcoming so far
Android leads with maximum downloads of 3,613,820 followed by 988,263 download on
iOS, 622,858 downloads on blackberry and 533,448 downloads on windows phone

23. BBM
Downloads: 100 million
Rating: 4.3
BBM is an instant messaging App with 91
million users worldwide and users in India
UI Experience: Easy to use, no need to
open the App to use it
Compatibility: Blackberry, Windows phone,
Android and iOS
Pricing: Free, only pay for additional
features
Group capacity: 50
#10

24. Additional features:
• Timed and retractable messages
• Free calls to other BBM user
• 2-way opt-in, delivery reporting emoticons
• The ability to choose who can message you
• Share photos, location, voice note
• BBM channel and stickers
Brand utilizing: Brands like Coca-Cola, Disney, Olympic games and TIME are using BBM
channels for engaging with their audience
Shortcomings: No visible shortcoming so far
Blackberry gets the maximum downloads of 11,029,014, which is followed by 2,899,598
downloads on android and 179,183 downloads on iOS

25. MindShift Metrics Scorecard
Parameters
MSM
reco
mme
ndati
ons
UI Exp 5 4.5 2.5 4 2.5 2.5 4 4 5 5
Compatibi
lity 4 3 5 5 4 5 3.5 4 5 3
pricing 3 5 5 5 5 3 5 5 5 3
Group
capacity 4 0 2 4 4 5 0 4 2 3
Addl.
features 3 3 4.5 4 4.5 4 5 5 3 5
Brands 0 0 5 0 5 4 5 0 4 4
Net
score
19 15.5 24 22 25 24.5 22.5 22 24 23

26. MindShift Recommendations
• WhatsApp, Facebook Messenger and Snapchat are the most consumer-
preferred apps due to their easy user interface and simple features
• Snapchat, WeChat and Google Hangouts are the most preferred apps for
marketers due to the multiple advertising options they provide. Consumers on these
platforms are open to and excited with the brand engagements
• WhatsApp has the maximum number of users, which are expected to grow even
further. But there are other apps like Snapchat, Line and WeChat too which are
growing at a fast rate of 15% hence a split on strategies would be beneficial to
brands. WhatsApp doesn’t officially offer marketing solutions but Agencies do provide
WhatsApp Marketing solutions.
• Instant Messaging apps have opened gateways for brands to engage with their
audience, along with capabilities for content amplification and outreach. Marketers
need to adapt their strategies based on the changing consumer behaviour and their
usage pattern to stay ahead of the game
• While Instant Messaging is the core feature of these apps, they are currently scaling
beyond that into free voice calling and becoming a sharing platform. When devising
strategies, focus upon the new features that consumers are excited with and leverage
those as a form of innovating and grabbing consumer attention and recall

27. G
l
o
s
s
a
r
y
• UI Experience: UI Experience is the usability
index of the user which simply means how easy
a user finds it to navigate through the
Applications
• Compatibility: Compatibility in this context
means the various operating systems a
application can be supported on
• Pricing : Pricing here indicates the free or paid
downloads of an applications
• Group capacity : Number of people at a time
on a single group
• Additional features : Features other than the
core feature
• Utilized by brands : Is the Application brand
friendly or not and which brands have used the
Application to reach their target audience
• Shortcomings : Which feature hinders the
smooth usability

28. Gain more insights by
MindShift Metrics
The Selfie Epidemic
In India and Around The World
Frooti Vs Slice Aamsutra –
SRK or Katrina - Social Media
Campaign Report
Impact of Social Media on
Hospitality and Tourism
GOSF 2014

29. Have feedback for us on the Report? Would you like us to study
your brand and the impact social media can have on it? Would
you like to run a perception analysis for your brand?
Get in touch:
Arashdeep Sandhu
Research Head – MindShift Metrics
arashdeep@mindshiftinteractive.com
www.mindshiftinteractive.com