Our midweek post continues our look at Millennials – drawing on data from our new Audience Report on this group (download a free summary here).

As a smartphone generation, Millennials place a strong premium on the speed of communication offered by messaging apps; as many as 7 in 10 in fact say they use IM services because they are quicker than SMS or social media.

Globally, WeChat is the most popular IM service for 17-31s, reflecting its massive success in China (where 60% of Millennials are using it). Outside of China, though, it’s Facebook Messenger (35%) and WhatsApp (32%) which compete for dominance – with Messenger typically doing well in mature markets and WhatsApp posting its best figures in fast-growth countries.

Despite hitting the headlines, Snapchat is still a minor force (8%). But this global figure masks major peaks in certain markets: a quarter of Millennials in Ireland are using Snapchat, as are one fifth in the UK and US.


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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