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Insights
44%Messaging/Chat Apps
95%
5%47%OUTDOOR
ADSBROWSING THE
APP STORE
43%WORD OFMOUTH
1 4 % 9%ADS ON TV
SocialNetworking
19%
Voice Calls
17%
e-mails
10%
SMS/MMS
10%
i
78%
UNDER
The power users andearly adopters of
messaging apps are
35
Source : InMobi Network
18% 21%
UPGRADED APP WITH EXTRA FEATURES
UPGRADED APP WITHOUT ADS
PHYSICAL GOODS PURCHASES
27%
15%
38%
35%
MOBILE MESSAGING APP PREFERENCES
IN-APP PURCHASE BEHAVIOR
TYPE OF IN APP-PURCHASES MADE
IN-APP PURCHASE PRICE POINTS
ADS ON MOBILEDEVICE
MOBILE MESSAGING APP DISCOVERY CHANNELS
PREFFERED MODE OF MOBILE COMMUNICATION
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%
Blackberry Messenger 11% 6% 6% 4% 4% 0% 4%
LINE 8% 5% 4% 4% 8% 4% 4%
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
@
Mobile Messaging Apps In India
68%
66%
39%
44%
46% 21%
24% 18%
12% 14%
Photo Sharing
Staying in touch with friends
Group Messaging
Cost
Sticker
TOP REASONS FOR USING MESSAGING APPS TOP REASONS THAT INFLUENCE DOWNLOADS
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 nevermade an in-app
purchase but wouldconsider it
REASONABLE PRICE POINT
INR 71 (US $1.1)EXPENSIVE PRICE POINT
INR 129 (US $2.2)
of users access chatapps multiple times
per day
of users expect to download
messenger/chat app in next 30 days
DIGITAL GOODS (STICKERS, VIRTUAL CURRENCY, GAMES, ETC )
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