Steve Dempsey: The likes of WhatsApp, Viber and Snapchat are the new social media frontier – but the challenge for marketers trying to hook their young users will be authenticity

Steve Dempsey: The likes of WhatsApp, Viber and Snapchat are the new social media frontier – but the challenge for marketers trying to hook their young users will be authenticity

31st December, 2014
Steve Dempsey:  The likes of WhatsApp, Viber and Snapchat are the new social media frontier – but the challenge for marketers trying to hook their young users will be authenticity

The evolution of messaging apps is one of the more intriguing developments in digital media.

According to the Pew Research Center, the average user of private messaging apps is 18 to 24 years old. They send and receive an average of 110 messages per day, which amounts to over 3,200 messages per month.

These aren’t just jumped-up SMS services for a younger demographic, they’re big businesses too. WhatsApp has over 600 million users and was famously bought by Facebook...

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