The popularity and potential of chat apps continues to grow. Half of U.S. mobile phone users will be using mobile messaging by the end of 2016, and the top four messaging apps—including Facebook owned WhatsApp and Messenger—currently have 3 billion users between them. The apps are utilized almost nine times a day by users, and “messaging apps have nearly double the retention rate of the average for all apps: 68 percent vs. 38 percent.” For brands, chat apps provide opportunities for more one-on-one customer experiences, including personal shopping and concierge services. (Adweek)
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