Half of young Aussies use messaging apps as main means of communication, study suggests

Zoe Samios

March 16, 2017 10:28

Almost half of Australians under 25 are using messaging applications as their main communication source, according to a new study conducted by ad agency The Works and its specialist messaging business On Message.

The results mean that marketers have to “un-learn” traditional strategies to communicate with their customers through the channels, said Douglas Nicol, creative partner and founder at The Works.

The key apps being used are Facebook Messenger, WhatsApp, Snapchat and Slack.

The survey, conducted in partnership with the University of Technology Sydney’s Advanced Analytics Institute, looked at the habits of 2,400 Australians and reported 46% of under 25 year-olds and 56% of under 20 year-olds use messaging apps at their main communication device.

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Zoe Samios

Zoe Samios worked at Mumbrella between 2016 and 2019, finishing up as senior media reporter in March 2019.

Topics

conversational marketing Douglas Nicol on message The Works

1 COMMENTS

Crocodile 16 Mar 17

Umm. Just double checking the year this article was first posted. 25% of young people preferring messaging apps. Seems there is a little gap between actual and the research. You might find messaging app generations are shorter than dog years and we’re on about generation 3.
Think I’ll hold off unlearning everything I know about marketing.

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