When it comes to IP and over-the-top (OTT) messaging services, a new study shows that they are closely aligned in the U.K. and U.S.
Global mobile messaging firm Acision conducted a study that analyzed messaging behaviors and requirements of smartphone users in the U.K. and U.S. The study revealed that that there is parity between both markets with consumers using multiple messaging services every day, which significantly impacts messaging traffic.
The U.S. and U.K. represent two of the most mature markets in smartphone and IM and, according to the study, are viewed as benchmarks for other regions. According to the research, 77% of U.K. and 72% of U.S. smartphone users currently use multiple messaging channels each day -- including SMS, MMS and IM/over-the-top (OTT) applications -- to fulfill their messaging needs.
SMS remains the main communication tool in both regions -- used by 96% of U.K. respondents and 92% in the U.S. Half of U.S. users indicated they prefer OTT messaging services over SMS because of its speed. Speed (53%) was also cited as the main reason U.K. users prefer OTT messaging services, with cost (47%) a close second.
According to the study, the most significant segment using messaging services is 18- to 25-year-old Brits -- who send more messages than any other group in the U.K. with every type of message service. The top-rated messaging applications for all; groups were: BlackBerry Messenger (BBM) in the U.K. with an average of 110 messages sent every week; followed by SMS (75 messages per week); WhatsApp (74 MPW); with both iMessage and Facebook Messenger next at (64 MPW).
SMS continues to reign supreme in the U.S. with an average of 111 messages sent every week, with those aged 12-18 sending 150 SMS messages per week – 35% more than the average user.
The research shows that more than 75% of respondents across both markets want a single messaging service that can reach everyone, and where the messages will follow them on any device to continue the conversation at any time.
More than three quarters (76%) of U.S. teenagers want a messaging service where they can reach everybody, regardless of the type of messaging app they are using. Conversely, 61% of U.K. teens want the same service. What’s more, 35% of consumers across the U.K. and 29% in the U.S. said that instant messaging is less appropriate than SMS for communications in work situations.