The following results are based on 250 survey participants from 4 cultures, answering each 40 questions about their mobile messaging app (MMA) behaviour from November 2013 to January 2014. The results can be seen as a hint to potential existing tendencies in the field of mobile messaging apps and should be verified by further research.
Two cohorts regarding activity levels: Asians and Latins vs. Europeans and North Americans
Basically all cultures have high correlations to each other regarding the activity ranking, the highest correlation can be found between Europeans and North Americans, the lowest correlation in Europeans and Latins. But regarding level of activity, Asians and Latins are more active in messaging apps (cohort 1) than Europeans and North Americans (cohort 2). The activity ranking also shows that many activities are equally ranked among cultures but just used in a different intensity.
|Culture combinations||Correlations (R2)|
|Europeans and North Americans||0.905|
|Europeans and Asians||0.894|
|Asian and North Americans||0.882|
|Latins and North Americans||0.829|
|Asians and Latins||0.778|
|Europeans and Latins||0.758|
The activities in MMA with highest % of answer ‘no, I don’t want to do this in my MMA’ by Europeans:
|Doing online gaming||68%|
|Following and exchanging with my favourite brands and stars||66%|
Surprising is that ‘buying stickers’ is least popular with all cultures (Asians have a slightly higher affinity). Though stickers are a big real success story for MMAs.
The activities in MMA with highest average deviation across cultures (biggest controversy):
|Doing online games||0.429|
|Exchanging files (Word documents)||0.408|
|Messaging with my class mates||0.35|
General consumer indifference can be noted in the activity ranking long tail.
More analysis to follow soon, stay tuned!