The mobile messaging app market is hugely crowded and led by WhatsApp and Facebook Messenger—both owned by Facebook—as the two “global powerhouse” apps with significant reach in more than 20 countries worldwide.The below data by eMarketer shows the Mobile Phone Messaging App User Penetration Worldwide, by Region, 2014-2019
LATIN AMERICA, ASIA PACIFIC AND NORTH AMERICAN WILL BE THE BIGGEST MOBILE MESSAGING MARKETS BY 2019 WITH A ESTIMATED 75% USERS SPREAD ACROSS THESE NATIONS
On a regional basis, OTT messaging apps have shown heavy usage in Asia-Pacific, where 58% of the world’s messaging app population lives. Latin America also shows strong usage with 68.1% of mobile internet users using a mobile messaging app once a month.
Latest eMarketer data predicts that mobile messenger app share will increase to 77.4% by the end of 2019. The apps vary widely in their approach to monetization, with some still focused on growing their audiences. Of those that have moved into monetization mode, WeChat is seen as leading the pack with the most diverse and advanced methods for making money.While most agree that the WeChat model cannot be duplicated 100%, certain aspects of its “platform concept” have inspired others to venture further into commerce and payments, most notably Facebook. The most popular revenue models that have emerged include paid digital content (such as games, videos and emojis), advertising (official accounts, in-feed ads), mcommerce (in-app purchases), online-to-offline commerce (ordering food, hailing a cab) and finance (peer-to-peer payments and subscriptions).