1.
Mobile Messaging Apps In India
PREFFERED MODE OF MOBILE COMMUNICATION
Messaging/
Chat Apps
The power users and
early adopters of
messaging apps are
TOP REASONS FOR USING MESSAGING APPS TOP REASONS THAT INFLUENCE DOWNLOADS
Photo Sharing
Staying in touch
with friends
Group Messaging
Cost
MOBILE MESSAGING APP DISCOVERY CHANNELS
MOBILE MESSAGING APP PREFERENCES
Blackberry Messenger 11% 6% 6% 4% 4% 0% 4%
LINE 8% 5% 4% 4% 8% 4% 4%
38%
35%
ADS ON MOBILE
DEVICE
INR 129 (US $2.2)
www.inmobi.com/insights Follow us on @InMobi facebook.com/InMobi
Insights
44%
95%
47% 5%
OUTDOOR
ADS
BROWSING THE
APP STORE
43%
WORD OF
MOUTH
14% 9%
ADS ON TV
Social
Networking
19%
Voice
Calls
17%
e-mails
10%
SMS/MMS
10%
i
78%
UNDER
35
INR 71 (US $1.1)
Source : InMobi Network
21% 18%
UPGRADED APP WITH EXTRA FEATURES
UPGRADED APP WITHOUT ADS
PHYSICAL GOODS PURCHASES
27%
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 88% 71% 57% 76% 50% 0% 87%
Facebook Messenger 47% 23% 20% 20% 32% 0% 27%
WeChat 9% 3% 1% 4% 8% 2% 5%
Google Hangout 11% 7% 6% 8% 3% 0% 8%
Yahoo! Messenger 3% 3% 1% 3% 2% 0% 2%
Skype 16% 24% 11% 9% 5% 0% 14%
Hike 10% 6% 2% 4% 9% 0% 5%
Sample Size n = 455
@
68%
66%
39%
44%
46% 21%
24% 18%
12% 14%
Sticker
56%
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
EXPENSIVE PRICE POINT
of users access chat
apps multiple times
per day
of users expect
to download
messenger/chat
app in next 30 days
DIGITAL GOODS (STICKERS, VIRTUAL CURRENCY, GAMES, ETC )