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Messenger Wars
How Facebook lost
its lead
Facebook is the giant in
social networking but

WhatsApp has taken the lead
in social messaging on mobile
A survey of 3,759 Android and iOS smartphone owners
in the US, Brazil, South Africa, Indonesia and China,
carried out by m...
Top 3 social messaging apps on smartphones
Research data from the US, Brazil, South Africa, China and Indonesia shows
that...
The dominant way to stay in touch
Messaging apps aren’t just competing against each other.
They are challenging calling, t...
Visible differences between the US and China
Q: How often do you use these ways of staying in touch on your phone?
75%

72%...
Two main reasons which drive people to use
multiple instant messaging apps
1. Different friends using different platforms is...
58% use a variety of IM apps because their
friends are spread over different networks.
Q: Why do you use different messaging...
Average number of
messaging apps installed?
4.2

4.1
2.6

Indonesia

South Africa

Source: On Device Research, November 20...
Big differences country-to-country popularity of WeChat mostly driven by China
Q: Which social messaging app do you use at ...
WhatsApp is now the leader in
social messaging apps across the
5 markets covered
Q: Which social messaging app do you use ...
Even in the US, Facebook
Messenger is facing stiff competition
as WhatsApp gains popularity –
especially in the 16-24 age g...
d see a
We] di
[
users
in daily
rease
dec
among
ifically
spec
eens.
unger t
yo
David Ebersman
CFO of Facebook
October 30, 2...
Only a quarter of smartphone users
in the US use both platforms actively
Q: Which social messaging app do you use at least...
WeChat spilling out of China
Line’s popularity outside of Japan is well known, our
research shows that WeChat is similarly...
BBM shows significant popularity
in Indonesia and South Africa
Our survey excluded BlackBerry owners so people who
use this...
1.2 billion photos a day
Shared via just 4 services
CEO and founder of WhatsApp
Source: https://twitter.com/jankoum/status/394259718606053376, October 2013
More photos are now shared via Snapchat
than Facebook
Millions of photos shared a day

Instagram

55m

Facebook

350m

WeC...
Snapchat with its self-destructive photos and
videos is a strong challenger despite a
relatively small user base
Q: Which ...
ng built
raph bei
e social g ooks of our
With th
address b accessible
into the
es, freely
bile devic
o
rms, the
m
ing plat...
Money in stickers
Line earned $27.4 million in
Q2/2013 from them
Source: The Next Web, August 2013
How do instant messengers make money?
•  Stickers, e.g. $0.99 for a set of
16 in WeChat. Line makes
over $10 million a mon...
Stickers are well known and actively used
by almost 40% of smartphone users
Q: Do you use stickers / emoji in messaging ap...
ress our
like to exp and
aniards
As Sp
ur bodies
s using o
stickers
feeling
sions the
ial expres
fac
ever stay
l. I can n
...
Over 20% of sticker-users have purchased
paid stickers at least once
Q: Have you ever paid for stickers / emoji in messagi...
Want Excel tables
with the survey data?
Request from siim@ondeviceresearch.com
On Device Research uses the mobile
internet...
On Device Research uses the mobile
internet to gain access to consumer
opinions at any time, place or country.
We have und...
For more info:

ondeviceresearch.com
Siim Teller
siim@ondeviceresearch.com
@teller

Follow us:
Appendix
US
Q: How often do you use these ways of staying in touch on your phone?

75%

72%

71%

46%

69%

44%
35%
29%

29%

27%

...
Brazil
Q: How often do you use these ways of staying in touch on your phone?
86%
71%

67%

66%

62%

40%
30%
24%

28% 26%
...
Indonesia
Q: How often do you use these ways of staying in touch on your phone?
89%

83%
69%

63%

61%	
  
48%	
  
36%
30%...
South Africa
Q: How often do you use these ways of staying in touch on your phone?
94%
79%

75%

73%
65%

31%
13%

31%

29...
China
Q: How often do you use these ways of staying in touch on your phone?
85%

81%

79%

61%
48%

40%

41%
31%

28%

18%...
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Messenger Wars: How Facebook lost its lead Slide 1 Messenger Wars: How Facebook lost its lead Slide 2 Messenger Wars: How Facebook lost its lead Slide 3 Messenger Wars: How Facebook lost its lead Slide 4 Messenger Wars: How Facebook lost its lead Slide 5 Messenger Wars: How Facebook lost its lead Slide 6 Messenger Wars: How Facebook lost its lead Slide 7 Messenger Wars: How Facebook lost its lead Slide 8 Messenger Wars: How Facebook lost its lead Slide 9 Messenger Wars: How Facebook lost its lead Slide 10 Messenger Wars: How Facebook lost its lead Slide 11 Messenger Wars: How Facebook lost its lead Slide 12 Messenger Wars: How Facebook lost its lead Slide 13 Messenger Wars: How Facebook lost its lead Slide 14 Messenger Wars: How Facebook lost its lead Slide 15 Messenger Wars: How Facebook lost its lead Slide 16 Messenger Wars: How Facebook lost its lead Slide 17 Messenger Wars: How Facebook lost its lead Slide 18 Messenger Wars: How Facebook lost its lead Slide 19 Messenger Wars: How Facebook lost its lead Slide 20 Messenger Wars: How Facebook lost its lead Slide 21 Messenger Wars: How Facebook lost its lead Slide 22 Messenger Wars: How Facebook lost its lead Slide 23 Messenger Wars: How Facebook lost its lead Slide 24 Messenger Wars: How Facebook lost its lead Slide 25 Messenger Wars: How Facebook lost its lead Slide 26 Messenger Wars: How Facebook lost its lead Slide 27 Messenger Wars: How Facebook lost its lead Slide 28 Messenger Wars: How Facebook lost its lead Slide 29 Messenger Wars: How Facebook lost its lead Slide 30 Messenger Wars: How Facebook lost its lead Slide 31 Messenger Wars: How Facebook lost its lead Slide 32 Messenger Wars: How Facebook lost its lead Slide 33 Messenger Wars: How Facebook lost its lead Slide 34 Messenger Wars: How Facebook lost its lead Slide 35
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Facebook might be the giant in social networking but WhatsApp has taken the lead in social messaging. It's not only WhatsApp thought - our smartphone users research in the US, Brazil, South Africa, Indonesia and China reveals some surprising numbers.

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Messenger Wars: How Facebook lost its lead

  1. Messenger Wars How Facebook lost its lead
  2. Facebook is the giant in social networking but WhatsApp has taken the lead in social messaging on mobile
  3. A survey of 3,759 Android and iOS smartphone owners in the US, Brazil, South Africa, Indonesia and China, carried out by mobile market research company On Device Research, reveals that Facebook Messenger no longer leads in social messaging.
  4. Top 3 social messaging apps on smartphones Research data from the US, Brazil, South Africa, China and Indonesia shows that Facebook Messenger leads only in the US. 46% 93% 35% 24% 46% 6% Facebook WhatsApp Messenger Twitter WeChat Sina Weibo 68% 47% WhatsApp Facebook Messenger 72%   49%   34% BBM 43% 30%   WhatsApp Facebook Messenger Skype Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners Skype 37% WhatsApp 36% BBM Line
  5. The dominant way to stay in touch Messaging apps aren’t just competing against each other. They are challenging calling, texting and emailing on the phone. Q: How often do you use these ways of staying in touch on your phone? % of respondents Average of 5 countries 86% 75% 73% 60% 63% 40% 31% 33% 17% 9% 6% Social messaging 10+ times/day 28% Voice calls 2-3 times/day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners Per country charts can be found in the annex at the end of the presentation. 24% 24% 12% 7% SMS Once a day Email At least once/day combined
  6. Visible differences between the US and China Q: How often do you use these ways of staying in touch on your phone? 75% 72% 46% 71% 69% 44% 29% 29% Social messaging apps Voice calls SMS 85% 81% Email 79% 40% 61% 48% Social messaging apps Voice calls More than 10 times a day Source: On Device Research, November 2013 N=1406 in the US, n=544 in China, smartphone owners Per country charts can be found in the annex at the end of the presentation. 41% 10% SMS Email Daily
  7. Two main reasons which drive people to use multiple instant messaging apps 1. Different friends using different platforms is the biggest reason – the network effect is a challenge all messaging platforms need to overcome to grow. 2. Different apps for different features is a close second. Only 12% globally said they use different apps for friends vs. for strangers (for dating, commerce etc.)
  8. 58% use a variety of IM apps because their friends are spread over different networks. Q: Why do you use different messaging apps? 73% 58% 57% 52% 54% 55% 55% 62% 47% 42% 12% 10% Global 13% 10% US 50% 10% 8% Brazil 8% Indonesia 11% 15% 7% South Africa Different friends use different apps Because of different features One for people I don't know well, other(s) for friends/family It used to be free, it's not any more Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 55% 12% 12% China
  9. Average number of messaging apps installed? 4.2 4.1 2.6 Indonesia South Africa Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners Brazil 2.4 China 2.1 US
  10. Big differences country-to-country popularity of WeChat mostly driven by China Q: Which social messaging app do you use at least once a week? BR 72% ID 43% US 35% CH 93% SA 68% BR 49% US 46% CH 3% WhatsApp Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners CH 9% SA 47% ID 23% Facebook US 6% ID 20% BR 5% WeChat SA 18%
  11. WhatsApp is now the leader in social messaging apps across the 5 markets covered Q: Which social messaging app do you use at least once a week? 44% 35% 28% 19% WhatsApp Facebook Messenger Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners WeChat Twitter 17% 16% BBM Skype
  12. Even in the US, Facebook Messenger is facing stiff competition as WhatsApp gains popularity – especially in the 16-24 age group Q: Which social messaging app do you use at least once a week? 40% 46% 37% 51% 50% 39% 33% 22% 16-24 Source: On Device Research, November 2013 N=1167, US smartphone owners 25-34 Facebook Messenger 35-44 WhatsApp Over 45
  13. d see a We] di [ users in daily rease dec among ifically spec eens. unger t yo David Ebersman CFO of Facebook October 30, 2013 Source: Facebook earnings call, October 30, 2013
  14. Only a quarter of smartphone users in the US use both platforms actively Q: Which social messaging app do you use at least once a week? 45% use 31% use 24% only only Facebook WhatsApp Source: On Device Research, November 2013 N=895, US smartphone owners who use Facebook and/or WhatsApp
  15. WeChat spilling out of China Line’s popularity outside of Japan is well known, our research shows that WeChat is similarly being adopted in new markets. WeChat crossed 100 million registered users outside of China back in August 2013. % of smartphone owners using weekly 20% 18% 6% US Source: On Device Research, November 2013, TechinAsia, August 2013 N=2524, US, South Africa, Indonesia smartphone owners Indonesia South Africa
  16. BBM shows significant popularity in Indonesia and South Africa Our survey excluded BlackBerry owners so people who use this messenger have installed the BBM app which was released 3 weeks prior to the survey. Q6. Which of these messaging services do you use at least once a week? % of smartphone owners using weekly 37% 34% 13% US Source: On Device Research, November 2013 N=2524, US, South Africa, Indonesia smartphone owners Indonesia South Africa
  17. 1.2 billion photos a day Shared via just 4 services
  18. CEO and founder of WhatsApp Source: https://twitter.com/jankoum/status/394259718606053376, October 2013
  19. More photos are now shared via Snapchat than Facebook Millions of photos shared a day Instagram 55m Facebook 350m WeChat 400m Snapchat 400m Source: Company reports, November 2013
  20. Snapchat with its self-destructive photos and videos is a strong challenger despite a relatively small user base Q: Which social messaging app do you use at least once a week? In the 5 countries that we researched only the 16-24 age group in the US showed significant use of Snapchat. 16-24 20% 25 or older 3% Snapchat in the US Source: On Device Research, November 2013, WSJ November, 2013 N=1167, US smartphone owners According to Evan Spiegel, the CEO of Snapchat, 70% of the services users are women.
  21. ng built raph bei e social g ooks of our With th address b accessible into the es, freely bile devic o rms, the m ing platfo ll messag ng the market for a to enteri barriers ng down. re tumbli a Alistair Hill CEO, On Device Research
  22. Money in stickers Line earned $27.4 million in Q2/2013 from them Source: The Next Web, August 2013
  23. How do instant messengers make money? •  Stickers, e.g. $0.99 for a set of 16 in WeChat. Line makes over $10 million a month this way. •  Promoting other apps and games that monetise via inapp purchases •  Subscription fees Source: The Next Web, October 2013
  24. Stickers are well known and actively used by almost 40% of smartphone users Q: Do you use stickers / emoji in messaging apps? 84% Have used 74% at least once 82% 69% 54% 46% 37% 35% 18% US 24% 13% Brazil Use daily Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 43% 38% Indonesia Never used 18% South Africa Have used 13% China
  25. ress our like to exp and aniards As Sp ur bodies s using o stickers feeling sions the ial expres fac ever stay l. I can n e very coo ar d long if boyfrien ry at my a ng sticker. e a cute e sends m h Marina Couso (29), Line user from Spain Source: Reuters, October 2013
  26. Over 20% of sticker-users have purchased paid stickers at least once Q: Have you ever paid for stickers / emoji in messaging apps? Have bought stickers at least once 11% 80% Never 31% 19% 9% Yes, once More than once Source: On Device Research, November 2013 N=2610, US, Brazil, China, South Africa, Indonesia smartphone owners 27% 14% China South Africa Indonesia US 12% Brazil
  27. Want Excel tables with the survey data? Request from siim@ondeviceresearch.com On Device Research uses the mobile internet to gain access to consumer opinions at any time, place or country.
  28. On Device Research uses the mobile internet to gain access to consumer opinions at any time, place or country. We have undertaken projects in 58 countries Over 12 million people have taken one of our surveys on their mobile
  29. For more info: ondeviceresearch.com Siim Teller siim@ondeviceresearch.com @teller Follow us:
  30. Appendix
  31. US Q: How often do you use these ways of staying in touch on your phone? 75% 72% 71% 46% 69% 44% 35% 29% 29% 27% 21% 18% 8% Social messaging apps 13% 11% Voice calls More than 10 times a day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 6% SMS 2-3 times a day Email Once a day Daily
  32. Brazil Q: How often do you use these ways of staying in touch on your phone? 86% 71% 67% 66% 62% 40% 30% 24% 28% 26% 24% 15% 8% 4% Social messaging apps Voice calls More than 10 times a day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 12% 7% SMS 2-3 times a day Email Once a day Daily
  33. Indonesia Q: How often do you use these ways of staying in touch on your phone? 89% 83% 69% 63% 61%   48%   36% 30% 28% 24%   21% 13% 9% 7% Social messaging apps 22%   Voice calls More than 10 times a day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 5% SMS 2-3 times a day Email Once a day Daily
  34. South Africa Q: How often do you use these ways of staying in touch on your phone? 94% 79% 75% 73% 65% 31% 13% 31% 29% 10% 2% Social messaging apps Voice calls More than 10 times a day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners 11% 8% SMS 2-3 times a day Email Once a day Daily
  35. China Q: How often do you use these ways of staying in touch on your phone? 85% 81% 79% 61% 48% 40% 41% 31% 28% 18% 17% 7% Social messaging apps 7% 5% Voice calls More than 10 times a day Source: On Device Research, November 2013 N=3759, US, Brazil, China, South Africa, Indonesia smartphone owners SMS 2-3 times a day 12% 10% Email Once a day Daily
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Facebook might be the giant in social networking but WhatsApp has taken the lead in social messaging. It's not only WhatsApp thought - our smartphone users research in the US, Brazil, South Africa, Indonesia and China reveals some surprising numbers.

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