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95% messaging app users in India: Survey

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V&D Bureau
New Update

Ninety five percent of messaging app users in India access messaging apps multiple times in a day and they prefer price points that range between Rs71-129 for making in-app purchases, according to a survey by mobile advertising firm InMobi.

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While 1 in 5 mobile Internet users have already made an in-app purchase when using a mobile messaging/chat application, about 18% are likely to consider it.

One-third of the users make in-app purchases mainly to get additional features.

Browsing app stores, word-of-mouth and mobile ads are the top three drivers of mobile messaging apps amongst users, the study said.

In-app purchases are usually add-ons like emoticons, games, stickers and virtual currency among others.

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The Mobile Messaging App study conducted on device between May to June 2014 covered 455 smartphone users in India. The study showed that young mobile users in the age group 18-24 are leading the charge on using messaging apps and the older generation (35 - 44 years of age) is also taking to these apps.

The increased smartphone penetration in India is also contributing for greater access to mobile messaging apps. In an estimated 900 mn users who are on mobile devices, nearly 10 percent are already on smartphones.

“A healthy average of three messaging apps per user indicates that messaging platforms are evolving into audience platforms that can be leveraged for entertainment and commerce. With 38% of users likely to make a purchase on these platforms as well as a higher smartphone penetration, there will be an increase in offerings to enrich consumer experience.”

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We also see advertisers using these platforms for emotional engagement as well as experimenting with launching services that they have already done in their home markets like Japan and China. Mobile advertising has definitely shown its effectiveness over other media for user growth,” said Jayesh Easwaramony, vice president and general manager, APAC, Middle East and Africa, InMobi.

 

 

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