In our Trends 17 report we discuss how WhatsApp’s simple nature gives it an edge over competitors when it comes to usage frequency.
Indeed, on a global scale 8 in 10 WhatsAppers are engaging at least daily, whereas the corresponding figures for some other messaging services can be rather lower.
But look over to a name like Snapchat and it’s clear that the global stats can mask some very strong regional stories. Our data shows that Snapchatters in North America and Europe (where the service enjoyed some of its earliest success) tend to be much more engaged than their counterparts in APAC and the Middle East.
Focus on the US, for example, and we see more than 60% of Snapchatters engaging with the platform at least once a day. This puts it on parity with other big services like Facebook Messenger and shows how important this app has become to the young audience it has attracted – and why the upcoming Snap Inc. IPO could be such a major event.