Around the world, users are logging in to messaging apps to not just chat with friends but also to connect with brands, browse merchandise, and watch content. What used to be a simple service to exchanging messages, pictures or videos, has now evolved into large systems with their own developers, apps, and APIs.
Chat apps have distinct characteristics that make them particularly appealing to businesses and marketers. Chat apps and business? Yes! What makes them interesting is their size, retention and usage rates, and user demographics. Strangely enough, the user base for the top four chat apps is so large, it is larger than the combined base of top four social networks. Chat apps also have higher retention and usage rates than most mobile apps. Finally, the majority of their users are young; an extremely desirable demographic for businesses regardless of brand.