Social media and instant messaging apps rank atop the leader board in all 13 markets studied, but the #1 brands vary by market. Interestingly, market preference between these top brands appears to be linked to geography.
As we noted in our recent report, Mobile’s Hierarchy of Needs, apps are where the majority of mobile media usage happens, and social media and instant messaging apps account for the biggest share of usage time across markets. Additional findings include:
The rapid and widespread growth of large international apps highlights the challenge facing local brands, although this is amplified in the case of social media and messaging, where an international footprint is of greater significance for users wishing to connect with overseas friends.