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Facebook Study: the Evolution of Messaging

The art of conversation isn’t dead, it’s just gone digital.

Facebook IQ commissioned Nielsen to research how people are using messaging. Nielsen obliged by surveying 12,500 people across 14 markets and five continents.

Here’s what they found.

Chatterbox

Over 59% of people have increased their messaging use over the past two years, and 56% expect their messaging to grow over the following two years.

Interestingly, messaging crosses age divides easily. Millennials, Gen Xers, and Boomers were virtually identical in their messaging use.

Message for meaning

Most respondents said messaging had improved their lives, and allowed them to express themselves.

However, why we message differs across regions.

In Australia users are most likely to message because it's perceived as Convenient, Casual, and Economical.

While in India messaging is considered Convenient, Fun, and Economical.

Brand opportunity

Over the next two years. 67% of respondents expected to increase their messaging with businesses.

Tellingly, over half (53%) said they were more likely to shop with a business they can message directly.
 

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