MEC Global

May 29, 2015 09:41 ET

MEC Study Reveals 79% of Mobile App Users Are Likely to Engage With Brands That Offer Value

NEW YORK, NY--(Marketwired - May 29, 2015) - Global media agency MEC, today released findings from its 'Reality of Mobile Messaging Apps' study that examined consumer perspective and usage behaviors of nearly 1,700 consumers across 20 popular mobile messaging apps to help marketers understand how to navigate this emerging marketplace.

The study revealed that 79 percent of messaging app users are likely to engage with various brand categories within their app experience, presenting a powerful opportunity for marketers to connect with their audiences.

Commenting on the study, Rachel Pasqua, Head of Mobile, MEC, said, "As messaging apps like Snapchat, Kik, WeChat and WhatsApp continue to amass users, marketers are just beginning to test out ways to utilize to their advantage. We've been watching as these apps quickly move beyond utility to offer both brands and their fans enhanced content experiences. Savvy brands that seamlessly integrate themselves into the conversation have the ability to not only deliver value, but to shape the future of this new environment."

The study demonstrates that as consumers search for 'value' in adopting particular messaging apps, both content-based storytelling as well as tangible assets are a powerful part of the marketing mix. For example, 35-49 year olds are more likely than 18-34 year olds to engage with a brand if they could get discounts on products. Whereas, younger consumers are more likely to engage with brands that push out relevant and ingenious content and experiences.

Furthermore, messaging apps are great ways to reach millennials with 63 percent of 18-34 year olds surveyed stating they are active mobile app users; and 46 percent stating that they are likely to engage with brands that interest them.

The 'Reality of Mobile Messaging Apps' study was conducted using MEC Consumer Pulse, the agency's proprietary online consumer panel which enables identification of emerging consumer trends and changing media behaviors. MEC Consumer Pulse is a panel based research study fielded continuously in the US and Canada among 18+ and is nationally representative of each country.

The full report can be viewed at

About MEC
MEC is committed to growth. Growth for our people, our clients and our industry. MEC pushes the boundaries of what's possible in order to thrive in ~ Ad Ops ~ Analytics ~ Brand Partnerships ~ Content Marketing ~ Data ~ Insight ~ Integrated Planning ~ Mobile ~ Multi-cultural ~ Performance Marketing ~ Planning & Buying ~ Programmatic ~ Search ~ Social ~ Sport, Entertainment & Cause Marketing. Our 5,000 highly talented and motivated people work with category leading advertisers in 93 countries and we are a founding partner of GroupM. To find out more, visit us at #dontjustlivethrive

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