Asian Research Reveals Changes in Instant Messaging

More than 7.7 million instant messaging (IM) users are currently believed to be active across Asia, according to new research released from NetValue. Within this total, the IM level is thought to be the highest in Hong Kong.

IM is the ability to easily see whether a chosen friend or co-worker is connected to the Internet and, if they are, to exchange messages with them. The service allows users to have "real-time" online conversations with virtually no delay. In order to communicate via IM, both users must be subscribed to the same service. Most exchanges are text only, however some services offer attachments and video

NetValue's latest data reveals the explosive growth of IM in Asia, who the users are and compares the performance of two key players - ICQ and MSN Messenger. Long associated with text based conversations amongst teens and time wasting office workers, IM technology is now poised to gain mainstream acceptance. It is also on the verge of becoming an independent platform for a variety of communications and information gathering applications.

The research shows that the growth in IM usage in Asia has been phenomenal. There were more than 7.7 million IM users in June 2001 compared with 4.9 million users in January - an increase of over 57%. The proportion of IM users is highest in Hong Kong (65% of the Internet population in June). Singapore falls a distant second with close to 50% of the online population using one type of IM application. In addition, the growth of IM over the first half of 2001 has been the greatest in Korea - jumping over 10% during the six-month period.

According to NetValue vice president of sales and marketing Clayton Fitts, "The nature of messaging allows communities and networks of users with similar interests to develop. These networks are fertile ground for businesses to experiment and explore a myriad of new marketing possibilities. Microsoft in its Windows XP has leveraged upon this and offers users the ability to write on another's Word document. Although not a current option, in the near future marketers can tap into these rich networks to launch new products, run advertising campaigns, go wireless and even sell products and services. With over 20 per cent of time spent and 60 per cent reach [in Hong Kong] it offers a very attractive platform for reaching users with very targeted profiling."

NetValue's research also details the profile of instant messaging users. Whilst teens are still the predominant users of IM in Asia, there has been a notable increase in the proportion of older age groups engaging in this activity. For example, in Taiwan, close to one-third (28.3%) of IM users are between the ages of 25-34 years. Within individual countries across Asia, close to 20% of all IM users are above the age of 35.

Mr. Fitts suggests that, "Messaging is no longer the exclusive domain of kids and teens - we're seeing continuous growth among older users who are becoming more comfortable using the Internet for activities other than surfing. This opens up a new channel for marketers to reach the mainstream population, which was previously limited to banner ads and direct marketing efforts via email."

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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