Getting the message

How consumers are changing how they use messaging

Messaging have slowly morphed into a powerful business comms channel – but what do consumers think about it and how are they using it? We take a look at the latest MEF survey data from around the world

Business messaging has steadily evolved from a series of individual channels siloed into specific use cases to a more interwoven solution where organisations increasingly look to offer communications platform as a service (CPaaS).

At the same time, however, the P2P behaviour of consumers, and different demographic preferences for how organisations actually contact them, has also evolved – largely driven by the growing availability and capabilities of richer channels.

To find out just how digital transformation is modifying the messaging and channel behaviour, experiences and expectations of consumers, Mobile Ecosystem Forum (MEF) has surveyed 9,750 smartphone users across 15 countries.

What it has found makes interesting reading. A total of 91% of smartphone users across the 15 countries surveyed by MEF this year now receive commercial messaging. However, this number is unchanged from last year indicating that we may have reached saturation point in users, and specifically as far as Text messaging (SMS) is concerned.

CHANGING OF THE GUARD

Year-on-year, this survey has shown that users appreciate a rich mix of communication solutions – but with email always a hot favourite for A2P. This year, however, we have seen significant decrease in the number of people who prefer to receive commercial messages via email while there has been a significant increase in the number of people who would prefer WhatsApp.

The older the demographic, the more likely it is to receive either email, SMS or phone calls – while Instagram is primarily youth-focused with most messaging going to the 25-34 age group and decreasing steadily in the older demographics. Spam continues to be an issue regardless of the market with 47% of all respondents receiving unsolicited messages. However, this number is down slightly from 49% in 2023 and eight of the 13 countries survey by MEF last year saw a decrease in unsolicited messages.

FRAUD STILL AN ISSUE

Although instances of data harm are generally lower than last year they are still reported most on the most-used A2P channels, and WhatsApp managed to buck the trend with a 4-point rise in reported attacks perhaps due to the fact that more people are now using the OTT channel. We are seeing an increase in positive action being taken by those affected by data harm, with examples of users engaging credit monitoring or identity theft companies, closing accounts and cancelling credit cards all on the rise.

Gavin Patterson, Director of Data, MEF, comments: “2024 marked another important milestone in the development of our coverage with the addition of two new markets – Egypt and Indonesia – to our overall survey population. In total, MEF now surveys respondents in 15 countries across the world representing almost 56% of the world’s total population.

“Mobile messaging gives enterprises the most direct and personal communication channel imaginable, so our experiences, our preferences and our behaviour are important and valuable tools to help ensure that the business messaging market can continue to grow – and grow in the right direction. Mobile messaging gives enterprises the most direct and personal communication channel imaginable, so our experiences, our preferences and our behaviour are important and valuable tools to help ensure that the business messaging market can continue to grow – and grow in the right direction. I hope you enjoy having a look through these, and all our other, consumer survey results.”