While the research has reported an average decrease of 25% in sms, 24%
in email and 12% on Facebook newsfeed, 17% of Australians admit to
having a clinical addiction to messaging apps engaging with the apps
more than 16 times a day including 34% taking their phone
bathroom to continue the conversation.
Says Douglas Nicol, partner,
The Works: "While the global statistics around the uptake of
messaging apps have been well reported, we have focussed on uncovering
the truth about how Australians are using messaging apps. It's a
substantial piece of analytics and really has highlighted the quiet
revolution in how we are using apps like Facebook Messenger, Snapchat
and WhatsApp. It's important not to view messaging apps as just another
frothy promo channel, this environment is very personal and potentially
intrusive if the marketer gets is wrong.
"We see messaging apps
as a blend of customer service, operational services and brand
engagement all mashed together to provide real utility and value for the
consumer. Our research highlights messaging apps as a scale opportunity
for marketers, the challenge is to think differently and not screw up
the once in a generation opportunity it offers."
Not just all
typing and text, Australia has given the thumbs up to its affection for
love and laughter with 58% of Australian men sharing emojis and stickers
with friends and family, a rapid growth on the once female dominated
expression. To celebrate the increase in love heart eyes, clapping hands
and clinking beers, The Works has launched Australia's first emoji
tracker, using real-time analytics from Australian tweets to further
support the growing trend of communication through imagery.
Suresh Sood, University of Technology Sydney Advanced Analytics
Institute: "The two key cultural moments in social media inform our
thinking as well as the findings of this study. Firstly, the increasing
use of emojis and awareness of stickers is gravitating us to the
emotional web another layer atop social media interactions. This helps
machines determine sentiment with greater accuracy. Snapchat is
changing culture through linking identity and emotion with selfies. This
is not new but a continuance of expressing oneself through the power of
myth as expressed by Joseph Campbell, Jung and Shakespeare.
the psychology of social media is evolving from highly public
interactions to intimate content engagement, gaming and chats with close
friends and family circles. It's no longer just about social networks
and feeds, instead marketing and advertising professionals have to think
hard about finding their way into the phone address book of the
Confirming Australians are very much on the 'M' wave
with no sign of the swell dying down, Datafication 'A Quiet Revolution'
used a combination of survey data including a Facebook research BOT,
mobile battery use analytics, one on one interviews and academic support
from University of Technology Sydney Advanced Analytics Institute.
For more information on Datafication visit www.datafication.com.au