The New Contenders vs. Incumbent Social Media Properties
Generation and gender gaps become quite apparent when looking at the demographic data of different social media properties, and their popularity. Young men prefer Kik and WhatsApp, while women prefer Facebook Messenger, for example.
Sixty-nine percent of Kik’s users and 62 percent of WhatsApp users are male, and both social messaging services are most popular among 20-24 year olds (24%). Another peak in user numbers for Kik is among 40-49 year olds, which could be parents communicating with their children on Kik. Twenty-eight percent of Kik users use WhatsApp, and 23 percent of WhatsApp users use Kik.
In with the New, Out with the Old
Eighty-one percent of Kik and 82 percent of WhatsApp users still use Facebook Messenger. However, only 10 percent of Messenger users use KiK and 12 percent use WhatsApp. Fifty-eight percent of Facebook Messenger users are female, and the service is most popular among 20-44 year olds, which could explain the low reach for Kik and WhatsApp among Messenger users.
Seventy-three percent of Kik and 81 percent of WhatsApp users use Google+, but only six percent of G+ users use Kik and nine percent use WhatsApp. A similar trend continues with other incumbent services such as Instagram, Pinterest, Flickr and Twitter. Users of the new social media properties still use the older, more established services, and the users of these incumbent services are less likely to try the newer social media properties. Facebook is the only social media property that has 100 percent reach among users of all the top social media properties.
Timehop Challenges Facebook in Stickiness
Facebook leads The Verto Stickiness Index* (VSI) with 73 percent for social media properties. Kik only has 26, WhatsApp 48, and Facebook Messenger 43. If we look only at the VSI, Timehop would be a strong challenger to Facebook with 64 percent VSI.
*The Verto Stickiness Index compares daily users with monthly users to reflect the active, loyal, and engaged part of the audience. The higher the stickiness, the bigger the share of daily users versus the monthly users is.