Instant Messaging Apps
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The document discusses the rapid adoption of instant messaging (IM) apps among various demographics, highlighting their role in the shift of digital media usage to mobile platforms. It explores the motivations behind IM usage, privacy concerns among teens, and the distinct patterns in social media interaction based on socio-economic status. Additionally, it addresses the potential risks associated with IM, such as cyberbullying and sexting, while emphasizing the need for users to understand the functionalities and security properties of these apps.
Instant Messaging Apps
- 1. InstantMessaging Messaging is at the heart of the mobile experience, as the rapid adoption of chat apps demonstrates
- 2. IM • Apps leading the digital media usage shift to mobile • IM user profile • IM apps usage Drivers • Privacy and Teens • Potential Risks and Teens • Reshaping the messaging business
- 3. IM Apps leading the digital media usage shift to mobile
- 4. IM: Digital media usage is being driven by mobile apps Cosmcore
- 5. IM: engagement is key to this shift to mobile Cosmcore
- 6. IM: app usage time is being driven heavily by Millennials on smartphones while other segments skew on tablet apps, is not an exclusive millennial phenomenon Cosmcore
- 7. IM: apps dominate by leading digital media companies and tend to concentrate in few categories Cosmcore
- 8. IM: in this scenario OTT apps have eclipsed SMS for person-to-person messaging MEF
- 9. IM: significantly a result of the rapid adoption of the IM apps A messaging app acts primarly as a one to one ( or few) communication mechanism, and can be temporary or long-lasting. Content is intented to be private, or at least directed towards a specific group A social network consists of “many to many” connections, is durable, and is capable of production network effects. When used to publish information, it acts primarly as a many to many broadcast mechanism. Content is essentially public
- 11. IM: youth grows up with text as natural way to communicate but is not a millennial phenomenon
- 12. IM: Teens are enthusiasticusers of social media sites and apps Facebook Instagram Snapchat Vine Tumblr % of teens who use 71% 52% 41% 24% 23% Sex Boys 72 44 31 20 5 Girls 70 61 51 27 23 Race/ ethnicity White, non Hispanic 71 50 42 22 13 Black, non Hispanic 75 64 40 31 10 Hispanic 70 52 41 24 15 Age 13-14 57 44 31 21 10 15-17 80 58 47 25 16 Sex by age Boys 13-14 62 33 19 16 4 Boys 15-17 78 51 39 22 5 Girls 13-14 52 56 43 26 16 Girls 15-17 81 64 56 29 27 Houshold income < 30k 76 51 30 20 10 30k-49,999 77 50 40 25 13 50k-74,999 69 47 39 20 12 75k+ 68 56 46 26 16 Parent educational attainment Less than high school 82 54 35 25 12 High school 72 49 42 21 15 Some college 67 54 41 23 13 College+ 69 52 44 26 14 Urbanity Urban 77 49 38 27 16 Suburban 67 55 41 22 12 Rural 75 51 49 22 14 PewResearchCenter
- 13. IM: distinct pattern in social media use by socio-economicstatus • Facebook is the most popular and frequently used social media platform among teens but but access varies, based on family income • Teens from more affluent households are somewhat more likely than those from the least affluent homes to say they visit Snapchat most often, with 14% of those from families earning more than $75,000 saying Snapchat is their top site, compared with 7% of those whose families earn less than $30,000 annually.
- 14. IM: about specifics functionalities Messaging Apps Pinboards Discussion Boards Anonymous Sharing or Questions apps Video games Video Calls and Chats % of teens who use 33% 22% 17% 11% 72% 47% Sex Boys 29 11 16 8 84 45 Girls 37 33 18 13 59 49 Race/ ethnicity 9 White, non Hispanic 24 23 15 9 71 43 Black, non Hispanic 47 17 18 7 83 53 Hispanic 46 24 19 16 69 50 Age 13-14 32 16 16 10 74 43 15-17 34 25 18 12 70 49 Sex by age Boys 13-14 23 8 15 7 83 44 Boys 15-17 42 13 17 9 84 45 Girls 13-14 33 25 17 13 64 43 Girls 15-17 34 38 19 14 56 54 Houshold income < 30k 40 19 16 6 70 44 30k-49,999 38 17 16 15 76 48 50k-74,999 29 20 13 14 66 46 75k+ 31 25 19 10 73 49 Parent educational attainment Less than high school 36 21 17 10 68 42 High school 31 20 17 9 67 43 Some college 30 25 18 12 77 49 College+ 37 20 16 12 71 50 Urbanity Urban 39 18 18 10 72 48 Suburban 32 23 18 11 73 49 Rural 25 26 12 11 67 40
- 15. IM IM apps usage drivers
- 16. IM: Why start using a IM Top reasons for mobile IM use, mentioned by the interview study participants, divided into three categories: a) FirstIM- reasons why they startes usingmobileIMs. b) Non-secure IM – reasons they named for the IMs that are not advertisedas secure/private. c) Secure IM - reasons for using IMs that are advertisedas secure/private. (*) IM instantmessaging (*) Usenix The advanced computing systems association • Peer influence, cost free and Convenience (Make it easier for people to do something they value, and they'll do it more) are the main reasons for usage. • Security is not the most dominant reasonforchoosingmobileIMS Target specific peopledrives the usingof Secure IM
- 17. IM: bad usability leads to abandoning IMS and security and privacy are considered but not totally understood ( globally speaking) • Non experts experience strong differences in usability and functionality . In the analysis conducted by Usenix (*) specifically secure were repeatedly attributed with having a worse usability properties • Experts had a very thorough and technological focused mental model of process therefore their accuracy of the security and privacy differs from non experts, without a clear picture of processes and what are the roles of the different players in the messaging chain. For instance booking information, invoices, bank statement and other possiblysensitive information arenormallysent thorough email, SMS…. • This unclarity can lead to users choosing a less secure channel or apps that encrypted apps are in reality. • Confidentiality ( communication should be protected againstany third partybut thesender and therecipient is themost important property • Definitions of security and privacy are very fuzzy • (In) Secure Behaviour: Instant messages are considered short-term information useful for limited period of time, besides most of users normally don´t send sensitive information. In general users are happy with the level of security and privacy their messengers provided even if they don’t know the real security properties (*) Usenix The advanced computing systems association
- 18. IM: how about millenials? Research Live Technologic approach What Concers them What makes them anxious? What do they need? Technology has always been part of their lives. This generation is accustomed to: • instant gratification • quick access to products and services • additional sources of income created by the on-demandeconomy • Services that are too expensive, slow, and not rewarding become a source of frustration. 1) dating 2) findinga career path 3) saving money for college 4) entertainment 5) education 6) health 7) charity Sceptical about financial and governmental institutions. Privacy concerns might also be the reason why services that delete messages, like Snapchat, have gained a lot of attention.. Young people can get their needs satisfied with social apps that address their interests, community-based health and fitness apps, photo editing apps that help young people express themselves, or charity apps that realize theirsocial values. 1) Attention, affirmation and community 2) Finding a higher meaning of life (typically through communities) 3) Self-expression How they are • An app should satisfy young people’s need to beheard • An app should help young people save money or earn money. • An app should motivate youngpeople to pursue their purpose (concrete and action-oriented goals) • An app should help young people express themselves and look remarkable to others • An app should befun and entertaining. • Does it have anonymity or privacyfeatures? things your app can do to appeal to millennial
- 19. IM: Messaging is at the heart of the mobile experience, what to say and to whom • Privacy : Younger audiences protect their online privacy by controlling access to their online personas, removing concerns of patterns, schools, or employees seeingtheiractivity • Disposability: Messaging apps make it simple to switch between online personas and groups, and drop them as desired • Sociability: Informal medium to meet new people and share common interests • Visual Orientation: Multi-media content is engaging and expressive;rendingSMS outdated • Exclusivity: Unwanted messages and spam are easier to avoid, in FB the new feeds is often cluttered with acquaintances rather than close friends • Frequency of use : Frequency of use, or frequency of interaction with a given technology, can show just how powerful that technology is. • Secondly: messaging apps hit an emotional connection that allowsusersto more broadly expressthemselves • Convenience: "Make it easier for people to do something they value, and they'll do it more.“ • consumers interaction: AI chatbots and intelligent assistants will soon merge with messaging apps to further change how brands and Youth(*): Privacy and Novelty spur interest Business: Experience Demand EXPERIENCE (*) Forrester Research UX
- 20. IM: Snapchat a great exampleof IM drivers (entertainment, engagement , look remarkable ….) about what to say and to whom May 2016
- 22. IM: Teens are sharing more information about themselves on social media sites than they did in the past. 91% post a photo of themselves, up from 79% 71% post their school name, up from 49%. 71% post the city or town where they live, up from 61%. 53% post their email address, up from 29%. 20% post their cell phone number, up from 2%. 92% post their real name to theprofilethey usemost often.2 84% post their interests, such as movies, music, or booksthey like. 82% post their birth date. 62% post their relationship status. 24% post videos of themselves. PewResearchCenter
- 23. IM: native users balance privacy ( social privacy) and express themselves and look remarkable to others ( reputation) • Most teens express a high level of confidence in managing their Facebook privacy settings. • Lots of time and energy is devoted to reputation and network management • 74% of teen social media users have deleted people from their network • 59% have deleted or edited something that they posted in the past • 53% have deleted comments from others on their profile or account • 45% have reomeved tehir name from photos that have been tagged • 31% have deleted or deativated an entire profile or account • 19% have posted updates, comments, photos or videos that they later regretted PewResearchCenter
- 24. IM: blocking and content reputation activities • Network curation isalso an important part of privacy and reputation managementfor social media-usingteens o Teenswho are concerned about third party access to theirpersonal information are alsomore likely to engage in online reputation management. o Teens who have been contacted online by someone they did not know in a way that made them feel scared or uncomfortable are substantially more likely to engage in many reputation managing behaviors on social media. • Many teen social media users will make the content they share more private by obscuring some of their updates and posts, sharing inside jokes and other coded messages that only certainfriendswill understand; • More than half of online teens(57%) say theyhave decided not to post somethingonline because they were concerned it would reflectbadly on them in the future • 4% of teens have posted something online that caused problems for them or a family member, or got them in trouble at school. • Most teenagers ignore Strangers who contact themonline PewResearchCenter
- 25. IM: privacy and third party access is understood diferently by teens PewResearchCenter • Overall, 40% of teen social media users say they are “very” or “somewhat” concerned that some of the information they share on social networking sites might be accessed by third parties like advertisers or businesses without their knowledge • Most teen social media users say they aren’t very concerned about third-party access to their data. • Insights from PewResearch online focus groups suggest that some teens do not have a good sense of whether or not the information they share on a social media site is being used by third parties.
- 26. IM: teens are turning to peers and parents for advice • With some exceptions, teen “online privacy advice seekers” take similar steps to manage and maintain their online social networking profiles compared with teens who have not sought out privacy advice from others. o 42% have asked a friend or peer for advice on managing their privacy onlie o 41% have asked a parent o 37% have asked a sibling or cousin o 13% have gone to a website for advice o 9% have asked a teacher o 3% have gone to someother person or resource PewResearchCenter
- 27. IM: but there is a parental concern PewResearchCenter
- 28. IM Potential risks and Teens
- 31. IM: Grooming
- 32. IM: Sexting
- 33. IM: Sexting • In Spain, 4% of children between 10 and 16 years declare to have taken themselves photos or videos in a (not necessarily nudity or erotic) sexy posture using themobile phone. • 8.1% of Spanish adolescents aged 10 to 16 years reported to have received in their phones photos or videos of boys or girls known in a sexy pose. • 44.4% of youth declare to have high gravity to active sexting, • They sexting because teens perform flirting and fun. Two powerful reasons that can makethis phenomenon a lasting fashion * • Most of young people are aware of the potential risks of sexting and they still produce and distribute to their friends images of themselves naked or half-naked • Sexy gifts to the couple are the main reason to send messages, photos or videos of themselves. However, the reasons to send pictures and videos to others are more linked to give response to individual requests or to imitate some friend behaviors. Fun and entertainment is the second mostpowerful reason to sexting (Fuente:Observatorio de la Seguridad de la Informacion, por Inteco (Inst. Nac. De tecnologías de la Comunicación) ypor PantallasAmigas, Feb´11)
- 34. IM: (In) Secure Behaviour: Instantmessages are considered short-term & free-risk but… Users can invite their friends and followers to ask them questions by posting links on their timelines or Twitter feeds. Unfortunately, and sadly this site is ripe with abuse and has been linked to several incidents that have resulted in suicide. Ask.fm’s age requirement 13 years old. It’s known as Selfie central! Parents need to make sure the privacy settings are set to allow friends they know to see the images. Also, the Geo-location feature needs to be turned off to mitigate online predator risk. Parents should also be aware that Instagram has recently been linked to buying and selling drugs. Required age of use is 13 years old A quick instant messaging service that allows teens to text their friends (who are also using Kik) and add photos and videos to the text message. It’s rated 17+ but many young teens are using it without their parents’ knowledge. Kik is very popular and has 90 million users. Kids may be exposed to highly sexualized, inappropriate content that includes graphic images. The potential for misuse is extreme including accessing inappropriate content, posting inappropriate content, and posting personal information. There is an option for private broadcast. he app is restricted to teens that are at least17 years old becauseof the mature content which includes offensive language, nudity, drug use and sex. The free app allows users to send short text and image posts to their friends without revealing the identity of the person who sent the post. Secret reveals posts from the user’s contacts who are also using the app. As with all anonymous apps, Secret can be a hot-bed of mean comments and cyberbullying. It’s known as the sexting app. Kids may think the photos disappear for all time but a screenshot capture can be taken easily and the image can go viral quickly. In addition, Snapchat has known security vulnerabilities such that their database of customer names and phone numbers was recently hacked. WhatsApp is a smartphone messaging app that allows users to create groups, send each other unlimited images, video and audio media messages, and location in addition to basic texting. Terms of servicerequireusers to be at least16 years old. Unlike the app Snapchat, Whisper doesn’t claim that user posts “disappear forever.” In fact their privacy policy reads, “You understand that Whisper Text does not guarantee confidentiality with respect to any User Content you submit. Users are able to chat anonymously with people in their geographic vicinity by enabling the GPS feature of this app. This was not the intention of the developers of this app but unfortunately middle-schoolers and high-schoolers have used it for this purposeas well as bomb threats. Screen Retriever
- 35. IM Reshaping the messaging business “Some of the key drivers of mobile messaging’s growth identified include consumers’ growing interest in intimate forums for social sharing, the multiple modes of communication offered by messaging apps and the growing number of features offered, including peer-to-peer payments and mcommerce,”
- 36. IM: Despite the increasing adoption of apps in person to person messaging companies still prefer to use SMS to communicate MEF & Global web index
- 37. IM: but channels and preferences evolve by markets MEF HOW DO YOU MOST LIKE TO COMMUNICATE WITH YOUR RETAILER
- 38. IM: not being possible to unify patterns MEF
- 39. IM: but enough to detect that most popular use of “business sms” are being adopted via apps MEF
- 40. IM: trends that are not exclusive to millennials MEF
- 41. IM: Brands moving into messaging to create a great experience while complying with regulations and limiting business risks IPG media labs & The statistic • Consumers are demanding the experience created by these messaging apps, and it would be detrimental to brand to avoid this shift.
- 42. IM: new mindset for engagement and fans 1.Messaging apps are “SMS+” Messaging as a behavior isn’t new; it’s simplythecontinuation of texting and instant messagingthat was established over 20 years ago. Smartphones are simply makingit easier for peopleto chat whenever and wherever themood strikes them. 2. People love messaging apps because they can bettercontrol and dispose of online identities Unlikeprofiles on other forms of social media, which aremeant to beconsistent and long-lasting, messaging apps let users assumeand drop personalities, protecting their identity whileallowing themto connect. This is especially important to young adults, as wediscussed in our Outlook 2014 report. 3. Content and context are the key to connecting Before jumping into themessaging ecosystem, determinewhereand how your brand can add to the dialogue. Consumers arelooking for content that improves their experience, not spam on a new medium. 4. Third parties can help enhance brand executions, simplifying implementation InMobi, Adaptly, MoPub, and other companies arequickly ramping up to help brands participatein messaging apps, so there’s no excusefor not entering IPG media labs
- 43. IM: instant messaging mindset that is going corporate MEF 1) Messaging apps and APIs 2) B2C assistant for companies 3) Existing B2C companies 4) New infrastructures for 2) & 3) • SMS: Twilioand NexmoAPIs • Facebook Messanger: to become a platform for business • Whatsapp: Thinking about business- to-usermessaging case • Twitter DMS: Enabling customer support scenarios • iMessage • Wechat and line: platforms + subscriptions style bots + 1-to-1 direct messaginginterations • Telegram: well supported platform • In–app messaging: Smooch, Layer, TwilioIP Messaging “ Message us and we´ll assist you with X thing” • Messaging with a bot: Digit, Assist, Peach • Messaging with and human: Magic, Operator, Pana, Facebook M, PS Dept Coveringdifferentusescases: oLocal oTravel oOn-demand oCommerce oFashion oBanking oFinance onews “ new external facing team that deals in conversations with customer over messaging ( not customer support) ” Businesswill need • Well trained assistants: Hotel tonight Aces, Bonobos Ninjas, ModCloth Stylist…. • Software that makes these assitants´lives easier : Zendesk, Desk.com, Fresdesk,Front…) • Investment in the presence of messagingchannels “ messaging for ” - Marketing - Analytics - Optimization - NLP/AI - Payments - Personalization Anyone using a messaging as a platform today is effectively a tech company • Non profitlike CrisisText Line • Travel agents Pana • Commerce experience Operator • VetsliksTreat
- 44. IM: where there are different global players and regional markets by app adoption
- 45. IM: markets with fully deployment of platforms and ecosystemsin place • WeChat, which has 500 millionusersworldwide,enablesitsusersto make voice and videocalls, communicate withgroups of up to 500 people,sendand receive peer-to-peerpayments,andtake advantage of a complete paymentsplatform to check out in stores and restaurants or shop online. • WeChat is alsoopen to integrationwith third-partyapps, with Tencentencouraging developerstobuilt other functions intothe platform, and Tencent has created its owngames and licensedTV and moviesto stream within WeChat.Similarly,Line offersmessaging and voice,videogames, mobile payments,TV shows, movies,stickers,and a taxi-callingservice that rivals Uber.
- 46. IM: and markets developed on individual usage but with focus on business with best potential for massive scale Mobile Sharing best place to start Message marketing is powerful Business to community .com Bots • Snapchat, which built its brand on the appeal of ephemeral messaging, has a payment service called Snapcash, plus a traditional chat service and video chat capabilities. Snapchat is also moving to become a media platform; its users can create short videologues called Stories, and it’s partnered with media companies for Snapchat Discover, a feature that deliverseditionsof videosand textstoriesfrom organizations like CNN, National Geographic, Yahoo News, and Vice. Platform concept
- 47. IM: developing new business revenue streams MEF The most popular revenue models that have emerged include paid digital • content (such as games, videos and emojis), • Advertising (official accounts, in-feed ads), • mcommerce (in-app purchases) • online-to-offline commerce (ordering food, hailing a cab) • and finance (peer-to-peer payments and subscriptions).
- 48. IM Thanks!