Research firm eMarketer has published its latest analysis of the mobile messaging market, claiming that in 2016, messaging apps will be used by 149 million people in western Europe. It claims almost a fifth (so just under 30 million) of those will be in the UK, with 24 million in Germany and 21.4 million in France. But the company’s figures suggest messaging apps aren’t as ubiquitous as we might think: 60% of German ‘mobile phone internet users’ will use these apps in 2016 according to eMarketer, while the penetration rate in France is just under 50%. The company has already said that globally, it expects more than 1.4bn people to use messaging apps this year, up 16% on 2015. With both WhatsApp and Facebook Messenger claiming more than 1bn active users, while WeChat has 846 million, so you can see the degree of crossover that there is with people using multiple apps. eMarketer thinks the global total of messaging app users will grow to more than two billion people by 2019, although that will still be only 26.7% of the global population.
Tools: platforms to help you reach new audiences
Tools: Kaiber
In the year or so since its launch, AI startup Kaiber has been making waves,…