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For B2C Marketing Professionals

Brief: Mobile Messaging Apps' Usage And Engagement

A Forrester Data Snapshot

August 9, 2016


  • By Kyle Steinhouse,
  • Gina Fleming
  • with Reineke Reitsma,
  • Theresa Pappafotopoulos,
  • Xiaotong Duan,
  • Rachel Birrell

Why Read This Brief

Smartphone owners continue to use messaging apps in growing numbers. Here, we use Forrester's Mobile Audience Data, Q4 2015 (US) to explore the reach and engagement of the most common messaging apps in the US: Facebook Messenger, Snapchat, and WhatsApp. We also illustrate how the demographic makeup of these apps' users differs, specifically by age. As the functionality of messaging apps diversifies, B2C marketers who may partner with these apps need to have a clear understanding of their users.

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