Messaging, a big deal in the U.S.

Messaging, a big deal in the U.S.

US mobile messaging app users are growing rapidly according to an eMarketer report.

U.S. messaging apps have emerged as an important marketing channel.

Facebook Messenger, WhatsApp and the new texting standard RCS (Rich Communication Services) have become the new way of socializing, reaching 149.8 million users in 2018 inside the U.S., meaning that 45.5% of the country’s population uses a messaging app.

Messaging apps are expected to reach a total of 171.3 million users by 2022, according to eMarketer estimates, more than half of the total residents.

Facebook Messenger, the king

Facebook Messenger remains the most popular messaging app in the country, with an expected 126.3 million users in 2018 (38.4%). That figure will swell to 138.1 million by 2022 (40.7%).

  • How can marketers use Facebook Messenger?

Facebook Messenger now offers a few types of advertising, including display ads in the Messenger inbox, sponsored messages that can be sent by businesses, and click-to-Messenger ads that direct users from Facebook and Instagram to the platform.

Messenger also offers a host of customer relations tools, and lets firms turn to chatbots to automate user interactions, helping brands connect with customers.


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Abigail Mitchell
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