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EMARKETER

Global Mobile Messaging Forecast 2021

How Marketers Can Leverage Chat Apps, From Communications to Commerce

Report by Jasmine Enberg  |  Sep 13, 2021
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Report
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Table of Contents
Executive Summary
Messaging App Users 2021: Sizing the Opportunity
What’s Changing that Could Impact Our Forecast?
How Can Marketers Make the Most of Mobile Messaging Apps?
Key Takeaways
Read Next
Sources
Media Gallery
About This Report
The number of mobile messaging app users worldwide will rise by 6.1% in 2021, and new business features facilitate brand-consumer interactions.
Topics
Mobile Messaging
Mcommerce
Worldwide
Table of Contents
Executive Summary
Messaging App Users 2021: Sizing the Opportunity
What’s Changing that Could Impact Our Forecast?
How Can Marketers Make the Most of Mobile Messaging Apps?
Key Takeaways
Read Next
Sources
Media Gallery

Executive Summary

As the number of mobile messaging app users continues to rise, so too do the use cases for marketers. Messaging apps are still primarily used for customer communications in most countries, but new commerce integrations are bringing those services closer to checkout.

How many people use mobile messaging apps?

There will be 3.09 billion monthly messaging app users worldwide in 2021, up by 6.1% year over year (YoY). Even after last year’s pandemic-induced surge in growth, the user base is still rising at a faster clip than we had previously anticipated, thanks to new business and consumer-facing features.

What are the leading mobile messaging apps?

Facebook-owned WhatsApp and Messenger dominate in the Western world, while WeChat, LINE, and KakaoTalk are the major players in China, Japan, and South Korea, respectively. User growth in alternative apps like Signal and Telegram spiked earlier this year following WhatsApp’s announcement of new privacy terms. However, this growth has since normalized, except in Russia where Telegram continues to grow.

How are marketers using messaging apps for customer communications?

Customer support is the No. 1 use case for marketers using messaging apps, especially those in travel and tourism. Marketers in the healthcare and consumer packed goods industries are also making inroads on messaging apps in addition to or as a replacement for live chat and call center support.

How large is the messaging commerce opportunity?

In markets with more nascent ecommerce habits and strong adoption of mobile messaging apps, like India and Latin America, many consumers already make purchases via messaging. But in countries like the US and parts of Western Europe where ecommerce habits are established and privacy concerns run high, uptake of messaging commerce will likely be slower.

WHAT’S IN THIS REPORT? Our latest forecast for mobile messaging app users worldwide and a guide for marketers on how they can use messaging apps as part of customer communications and commerce strategies.

Mobile Phone Messaging App Users Worldwide, 2019-2025 (billions, % change, and % of internet users)
E-Mail ChartDownload

KEY STAT: The number of monthly messaging app users worldwide will rise by 6.1% to 3.09 billion, which is an upgrade from our pre-pandemic estimate.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

16charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Messaging App Users 2021: Sizing the Opportunity
  3. What’s Changing that Could Impact Our Forecast?
  1. How Can Marketers Make the Most of Mobile Messaging Apps?
  2. Key Takeaways
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Mobile Phone Messaging App Users Worldwide, 2019-2025 (billions, % change, and % of internet users)WhatsApp User Growth in Select Countries, 2020 & 2021 (% change)
WhatsApp Users in Select Countries, 2020 & 2021 (millions)Telegram vs. WhatsApp Users in Russia, 2019-2024 ( % of mobile phone messaging app users)
Facebook Messenger User Growth in Select Countries, 2020 & 2021 (% change)Facebook Messenger Users in Select Countries, 2020 & 2021 (millions)
Facebook Messenger vs. WhatsApp Users in the Middle East and Africa, 2021 (% of mobile messaging app users)WeChat Users in China, 2019-2025 (millions, % change, and % of mobile phone messaging app users)
Line Users in Japan, 2019-2025 (millions, % change, and % of mobile phone messaging app users)KaKao Talk Users in South Korea, 2019-2025 (millions, % change, and % of mobile phone messaging app users)
Internet Users in Brazil Who Plan to Stop Using WhatsApp Because of Its New Privacy Terms, by Gender, Feb 2021 (% of respondents in each group)Ways in Which WhatsApp Users in Brazil Use WhatsApp, Jan 2021 (% of respondents)
Preferred Channels for Making Digital Purchases According to Digital Buyers in Peru, Oct 2020 (% of respondents)Marketing Channels Brands Have Used Most Frequently to Contact Adults in India During the Coronavirus Pandemic, March 2021 (% of respondents)
US Adults' Trust in Financial Institutions vs. Digital Payment Solutions*, May 2021 (% of respondents)Mobile Business Messaging Traffic Worldwide, 2019 & 2020 (trillions)

authors

Jasmine Enberg

Contributors

Whitney Birdsall
Senior Forecasting Analyst
Chris Keating
Director, Research
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Debra Aho Williamson
Principal Analyst
Yoram Wurmser
Principal Analyst
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