Chat apps are gaining immense popularity worldwide amongst smartphone users which has led the prominent players to enhance the user experience via additional useful features. An OTT chat app, Tango, recently launched an in-app commerce service called Tango Shop while Facebook Messenger added video calling function.
With such innovations and additional services offered around the category, we expected engagement to grow amongst users. However data from our ODM solution in the US reveals that even with these enhancements there has been no additional time spent on the category. In fact amongst our panel members, we see a slight decline in reach, the weekly engagement and even number of launches. Users now are spending 1.5 hours per week in comparison to 2 hours in April last year, marginal drop in the time spent figures.
Keep watching this space, we will have more on this topic soon.