This statement stopped me in my tracks when I was reading about how messaging apps now reign supreme in social media: “‘Ask and you shall receive’ has become the new customer experience.” I’ll tell you why that gave me pause in a moment. First a look at what’s being reported about mobile messaging.
“The top four messaging apps—WhatsApp and Messenger (both owned by Facebook), WeChat and Viber—have nearly 3 billion users alone,” reports Ad Week, with Facebook’s two representing more than half of that. So, at 3 billion users worldwide, just the top 4 mobile messaging apps have surpassed all “social networking apps” by half a billion users.
The one-stop-shopping trend
Parents already may have noticed how much they’re in use! Kik and Snapchat may not be in the Top 4, but certainly in teens’ Top 10, along with FB Messenger or Whatsapp (people, much less younger ones, hardly limit themselves to just one!). And where all this is going is not only texting and not even only audio and video chat as well. All this is going to one-stop shopping, figuratively and literally – from one place for all kinds of communication to one place for a whole lot of other stuff, of course including shopping (it already is in Asia – see this).
So back to that statement, “‘Ask and you shall receive’ has become the new customer experience.” As an interest group in many countries and with the help of researchers, parents are just beginning to get past reflexive fear of social media to more nuanced, less lizard-brain/fight-or-flight thinking about this global new-media environment in which our children are growing up. Read more