What Does This Mean for Brands?įirst and most importantly, brands can monitor the platforms Asian users tend to prefer, then meet them there with tailored communications. Insights from Vonage's 2020 Global Customer Engagement Report further reinforce the point: Consumers everywhere have moved from platforms that restrict them to a single point of access to services that allow them to go over the top of any network. In all, these apps represent billions of social users globally and millions (if not more) across the Asian market - the reason businesses have focused on that corner of the globe so much.

Every country on this list features at least one Facebook property (such as Messenger and WhatsApp), and many Asian countries on the list have at least two. The study also cements Facebook's status as a monolithic force in Asia.

The other, YouTube, is primarily video-focused but still has messaging capabilities that follow the account and work over any viable device. Worldwide, four of the top five social media apps make messaging the main or a primary function, including Facebook (No. With so many connected social users utilizing so many devices, it's a given that network-agnostic messaging functionality will be of critical importance.ĭata on specific social media platforms further illustrates the importance of OTT apps in the region. More, these numbers are increasing rapidly: The first category, for instance, rose by 9.8% (totaling 190 million new active social media users) between April 2019 and January 2020 the second rose by 3.5% (151 million new mobile phone users).Ĭompared to other regions outlined in the study, these numbers are effectively all one needs to know about the dominance of OTT messaging apps in Asia.The region boasts twice that many mobile phone connections, each representing a potential opportunity for engagement.The Asia-Pacific region boasts 2.14 billion active social media users - a jaw-dropping penetration rate of some 50%.In its 2020 Digital In report, We Are Social outlined the high-level numbers regarding OTT messaging in Asia: Why Asia Matters to the Global Social Market To start, let's take a look at why these apps are the force they are in Asia's social landscape. In this analysis, we'll explore the growth of OTT apps and messaging apps in Asia, as well as the services each individual app offers. OTT messaging services allow communications independent of the network they're sent over.

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