Reliance on WhatsApp as a means of personal and professional communication has been strengthened by the COVID-19 pandemic. Most users reported that they had become more dependent on the app for either purpose (64%). The highly contagious nature of the coronavirus has limited physical interaction and thus face-to-face communication.
The study does however show that a mild state of paranoia exists among users, including concerns of location sharing (60%), stored private messages (56%), and accessing media files (54%).
There have been mixed reactions from a user-benefit aspect regarding Facebook offering more personalized and relevant advertisements based on messaging information collected through WhatsApp. Just over half of users deem Facebook advertising to be more relevant.
Telegram is already capitalising on this opportunity in the coming year, having set the target of achieving a user base of 1 billion by 2022- something unimaginable just a year ago. The tumultuous climate makes for the perfect brew of conditions for messaging apps like Telegram and Signal to capture larger market shares. The above findings are based on a Malaysian nationwide study by InsightzClub’s proprietary iFeed solution.