With WhatsApp and Snapchat continuing to make the headlines each week, here we take a look at the relative popularity of mobile messaging apps.

Overall, the dominance of WeChat is clear; some 35% of the global mobile audience aged 16-64 are using it each month, putting it 10% ahead of Facebook’s two messaging services. However, China plays a large role in this; over 80% of the country’s mobile users engage with WeChat each month, giving it a vast national following.

If we look at trends across the rest of GWI’s 31 markets, quite a different picture emerges. Take China out of the equation and WhatsApp moves to first position on 39%, having overtaken Facebook’s own Messenger service during Q2 (which is now used by 38%).

It’s also worth noting that – despite rarely being out of the news – Snapchat is a relatively minor force globally. Sure, up to 50% of teens in markets like the UK and Canada are now Snapchatters, but just 5% of the global mobile audience are using it each month.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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