Indonesians are highly social digitally and as such have embraced this new generation of instant messaging applications with great enthusiasm. The latest available numbers illustrate the explosive demand in Indonesia*:
The market in Indonesia is ripe for further penetration as smartphone adoption accelerates (Indonesia, which has a population of more than 240 million, has been showing increasing interest in smartphones, with the Indonesian Internet Service Providers Association (APJII) predicting that the number of mobile data subscriptions in the country will more than double to 125 million in 2017, from around 60 million last year) and the middle class demographic group continues to expand. Also, for Indonesians, smartphones are less about gaming apps or streaming music and more about chatting, in all of its forms.
To better understand the growing popularity of mobile messaging apps—and help all players in the mobile ecosystem figure out how to profit from their growth—we at InMobi conducted a research project to understand the consumer behavior.
InMobi conducted this study in Indonesia to uncover trends and provide an improved understanding of consumer behavioral insights in context of mobile messaging apps to craft meaningful user acquisition and monetization strategies for app developers.
The key research findings are summarized as below:
Browsing the app store (46%) and word of mouth (42%) are the top ways users discover apps. Mobile advertising has also emerged as an important discovery channel, with 20% of respondents reporting they discover new apps via mobile ads
The fragmentation of social media is very much driven by the diverse needs of consumers. Our research shows that not all apps have the same appeal. Marketers need to understand the social circle with whom users communicate on each app, the need-states the app satisfies, and how those needs and usage change over time. By talking to different consumers and engaging people in a co-creation process, marketers can help drive innovation and uncover opportunities where their brand can meaningfully add value.
Propensity to Download:
63% of mobile users in Indonesia are more likely to download the messenger/chat app in the next 30 days.
The top 3 factors that influence them to download are:
What is interesting to note is that attributes such as the ability to play games and availability of emoticons are seen as much less important. Users value the functionality and reliability of such apps, rather than the add-on fancy features.
Here are a few tips for marketers and publishers as an outcome of the survey.
Leverage mobile: Leverage all the available features in mobile devices like camera, location detection, sensors, which were not possible in Web to create new business opportunities. Make sure your app leverages all these features to ensure a richer user experience!
Leverage mobile messaging: 86% of respondents send or receive multiple mobile messages per day. Leverage the mobile messaging/ chat app opportunity to fill this need to communicate with consumers via mobile messages.
Focus on the right audience: 97% of respondents already use mobile messaging/ chat apps, and nearly two-thirds of them are planning to download a messaging/ chat app in the next 30 days. Understand who your target consumers are and what factors consumers find most important to messaging/ chat applications.
Design dynamic and engaging mobile experience: Mobile consumers discover messaging/ chat apps through multiple channels. Design dynamic and engaging mobile experiences that introduce consumers to messaging/ chat applications, showcase app features, and enable them to seamlessly download the app.
Generate brand awareness: Indonesian mobile consumer’s most frequent social networking and messaging and news/ weather mobile sites or applications. Generate brand awareness by targeting ads to these mobile properties and other sites they frequent.
Monetize: Once your app has reached the critical mass of users, focus your effort towards monetizing the app. Earn additional revenue by hosting ads in your app. Consider utilizing native ads that seamlessly blend into your app content. Understand what types of in-app purchases users are making and offer those that make the most sense for your app.
Time spent on messaging apps is exploding in markets, and many of the populous countries in the world have fallen prey for them. It is important for marketers and publishers involved in mobile media to understand that messaging is the audience platform of the future.
Interested in understanding more about this research? Reach out to our insights team at firstname.lastname@example.org