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BEHAVIOURAL STUDY ON ADVERTISING AND MARKETING
PRACTICES IN ONLINE SOCIAL MEDIA
Annex 1.1.4 Provider fiches applications
Consumers, Health, Agriculture and
Food Executive Agency
Specific contract No. 2015 85 01
under Framework contract No. Chafea 2015 CP 01
Prepared by the GfK Consortium Final version: June, 2018
EUROPEAN COMMISSION
Produced by Consumers, Health, Agriculture and Food Executive Agency (Chafea) on behalf of
Directorate-General for Justice and Consumers
Unit 03 Economic analysis and evaluation
Contact: Unit 03
E-mail: [email protected]
European Commission
B-1049 Brussels
EUROPEAN COMMISSION
Behavioural Study on
Advertising and Marketing
Practices in
Online Social Media
© European Union, 2018
Reproduction is authorised provided the source is acknowledged.
Project number: 2018.3823
Title: Provider fiches applications
Language version Format/Volume Catalogue number ISBN DOI
EN PDF PDF/Volume_01 EB-01-18-684-EN-N 978-92-9200-938-0 10.2818/63568
Indicator
Stated MAU
MAU WW
MAU EU
DAU WW
DAU EU
Downloads WW
Downloads EU
Avg. Rank
*The countries included are Austria, Belgium, Czech Republic, Denmark, Germany, Ireland, Greece , Spain, France, Croatia, Italy, Hungary, Netherlands, Poland, Portugal, Romania, Finland, Sweden, United Kingdom and Norway
The average European rank, calculated based on the country ranks of all EU28 Member States, Norway and Iceland exported from Applyzer (rankings ranging from Oct. 1 - Oct. 4, 2016). The
average ranks reported have been weighted based on available statistics on the size of the Internet population in each EU28 Member State.
The total amount of European based application downloads reported by Apptopia for a period of 6 months (July 1 - December 31, 2016), based on 20 European countries for which the data is
available.*
Info Providers Fiche (Applications)
DefinitionThe latest number of worldwide monthly active users officially reported by the application itself or the corporation that owns the application.
The average amount of worldwide monthly active users reported by Apptopia for a period of 6 months (July 1 - December 31, 2016).
The average amount of European monthly active users reported by Apptopia for a period of 6 months (July 1 - December 31, 2016), based on 20 European countries for which the data is available.*
The average amount of worldwide daily active users reported by Apptopia for a period of 6 months (July 1 - December 31, 2016).
The average amount of European daily active users reported by Apptopia for a period of 6 months (July 1 - December 31, 2016), based on 20 European countries for which the data is available.*
The total amount of worldwide application downloads reported by Apptopia for a period of 6 months (July 1 - December 31, 2016).
Sources: http://www.pymnts.com/mobile-applications/2016/viber-launching-one-touch-video-messaging-to-stay-ahead-of-pack/https://apptopia.comhttps://en.wikipedia.org/wiki/Rakutenhttps://global.rakuten.com/corp/investors/documents/results/https://www.applyzer.com/http://rakuten.today/blog/viber-public-accounts.htmlhttps://www.statista.com/statistics/316414/viber-messenger-registered-users/https://en.wikipedia.org/wiki/Viberhttp://www.retaildive.com/ex/mobilecommercedaily/viber-launches-in-chat-shopping-platformhttp://www.investopedia.com/articles/investing/061215/how-viber-makes-money.asphttps://www.engadget.com/2012/09/11/viber-symbian-lumia-upgrade/
142 53
Metrics - Worldwide Metrics - Worldwide
Metrics - EuropeMetrics - Europe
36 045 139 553 1886 679 045
1 544 800 58 855
26 320 057
8 959 400 990 710
FACEBOOK TYPE:Social Networks Cluster: 2
21 348 000
46 185 074
11 492 800
3 726 779
249M
VIBERCLUSTER:
/
TYPE: CallingViber, founded in 2010, is a worldwide used messaging and calling application that can be used on any mobilephone with a valid phone number and an internet connection. Viber offers free text messages, voice and videocalls and file sharing on your mobile phone. Users can also follow public accounts, start group chats, expressthemselves with "stickers" and play games. Viber is free to use but with multiple extra paying options availablelike sticker-packs and a game store or the Viber Out feature, which allows users to call landline numbers.
DAU WW Downloads WWMAU WW DAU WW Downloads WWMAU WW
Stated MAU
DAU EU Downloads EUMAU EU DAU EU Downloads EUMAU EU
Users open Viber once everyUsers open Viber once every
Avg. rank in Google Play
Avg. rank in App Store
In 2014, Viber was acquired by Rakuten, a Japanese e-commerce and internet company based in Tokyo, for $900 million. Untilthen, friends and family of the Viber’s founders invested $20 million in the company. Viber was originally only available onIphone but was in 2012 also released on Android, BlackBerry and Windows Phone. In the same year a group messaging featurewas added together with a High Definition voice engine, which allowed for high definition quality voice calls. Rakuten reportedin their third quarterly report of 2016 to have 823 million unique phone numbers connected to the application, excluding thedeactivations, growing from 125 million unique phone numbers recorded in 2012. Until 2013, Viber was not generatingrevenues and thus had no profit. Starting from 2013, the app started monetizing by releasing Viber Out, Viber Stickers andViber Games. In December 2016, Viber released public accounts which allow companies and brands to connect with theircustomers and fans. This is Viber's attempt to follow the trend of similar applications, like Facebook Messenger, WeChat, LINE,Telegram, etc. with the aim to connect businesses with consumers. In 2017, Viber also launched an in-chat shopping servicewhere people can share links to shoppable products and buy them through the chat app. The latest financial results that werepublicly released date back to 2013, when Viber reported a net loss of $29,5 million.
Sources: https://www.applyzer.com/https://apptopia.comhttps://blog.soundcloud.com/2016/03/29/introducing-soundcloud-go/http://www.digitalmusicnews.com/2016/09/30/soundcloud-revenues-43-pct-year/https://on.soundcloud.com/abouthttps://thump.vice.com/en_us/article/soundcloud-2015-financial-report-losshttp://mixmag.net/read/soundcloud-bounces-back-with-43-increase-in-revenue-newshttps://techcrunch.com/2016/01/24/why-soundcloud-will-be-worth-more-than-spotify/https://techcrunch.com/2017/01/23/soundcloud-amps-up-advertising-with-programmatic-buying-in-the-us/http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-soundcloud-launches-subscription-service-20160328-story.html https://www.statista.com/statistics/513796/soundcloud-income/ https://www.statista.com/statistics/512072/soundcloud-revenue/ https://en.wikipedia.org/wiki/SoundCloudhttps://techcrunch.com/2017/01/23/soundcloud-amps-up-advertising-with-programmatic-buying-in-the-us/http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-soundcloud-launches-subscription-service-20160328-story.html
FACEBOOK TYPE:Social Networks Cluster: 2
175M
Metrics - Worldwide Metrics - Worldwide
2 726 438 294 735 18 946 829 19 399 407 1 815 924
135 140
18 869 734
Metrics - Europe Metrics - Europe
136 152 8 842 6 184 000 4 199 600 394 977 4 457 700
SOUNDCLOUDCLUSTER 9:
SoundCloud.com
TYPE: MusicSoundCloud, founded in 2008, is a worldwide online audio distribution platform. The platform allows its users to share, promoteand distribute originally created sounds and allows the musicians to connect with their fans. SoundCloud also streams licensedmusic tracks. The platform can be used by everyone aged 13 years or older. SoundCloud provides two types of subscription-based services: SoundCloud Pro and SoundCloud Go. The first one allows users to upload six (Soundcloud Pro) or unlimited(Soundcloud Pro Unlimited) hours of music and adds additional features. SoundCloud Go allows to cut ads and listen to musicoffline, while Soundcloud Go+ has no ads and previews at all, the possibility to listen offline and access to 150 million premiumtracks.
DAU WW Downloads WWMAU WW DAU WW Downloads WWMAU WW
Stated MAU
DAU EU Downloads EUMAU EU DAU EU Downloads EUMAU EU
Users open SoundCloud once every10.7 days (on average).
Users open SoundCloud once every9.1 days (on average).
Avg. rank in Google Play
Avg. rank in App Store
Soundcloud is a private company. It received two rounds of funding in 2010 ($2,5 million) and in 2011 ($25 million). The keyfeature of SoundCloud is to upload and share music files. This has been made easy by allowing the sound files to be embeddedanywhere, i.e.. on third-party websites. Another characteristic feature of SoundCloud is the visualisation of the songs as awaveform, on which users can comment on a specific part of the song using “timed comments”. SoundCloud is free to use butprovides consumers with premium subscription services giving users additional features. ‘SoundCloud Premier Partners’ letscreators monetize their content through advertisements such as pre-roll audio ads, channel sponsorship, mobile display adsand native content in the US, UK, Ireland, France, Australia, New Zealand, Canada and Germany. After initial losses of $44million on revenues of $22 million in 2014, and losses of $52 million to revenues of $20 million in 2015, SoundCloud's revenue isestimated at $27,9 million in 2016, an upward trend that is expected to continue in 2017. This is mostly attributed to theincreased revenues from advertising. In 2017, the company is turning on programmatic ad buying in the U.S. after launching itin its smaller markets.
Sources: https://www.applyzer.com/https://apptopia.comhttp://fortune.com/2017/03/01/snap-ipo-buy-snapchat-stock-price/https://investor.snap.comhttp://www.marketwatch.com/http://www.techcrunch.com/ http://www.theverge.com/2017/2/2/14451972/snap-ipo https://en.wikipedia.org/wiki/Snap_Inc.https://en.wikipedia.org/wiki/Snapchathttp://business.financialpost.com/fp-tech-desk/snapchats-parent-snap-inc-rockets-higher-in-biggest-wall-street-debut-since-2014?__lsa=26f2-9edc
FACEBOOK TYPE:Social Networks Cluster: 2
200M
Metrics - Worldwide Metrics - Worldwide
32 920 825 4 133 302 59 594 661 105 204 179 55 620 150
12 7
38 967 486
Metrics - Europe Metrics - Europe
6 153 800 159 100 22 776 600 28 576 200 15 263 000 10 300 400
SNAPCHATCLUSTER:
/
TYPE: Picture/VideoSnapchat, founded in 2011, is a worldwide photo messaging application. The basic premise consists of sharingimages privately that are only available temporarily available and disappear after a short period or view. Thisidea differentiated Snapchat from its competitors. Pictures and videos can be edited by filters, drawings or textcaptions. Snapchat is free to use and available for users older than 13 years old. The main audience of Snapchatis aged between 18 and 24 years old.
DAU WW Downloads WWMAU WW DAU WW Downloads WWMAU WW
Stated MAU
DAU EU Downloads EUMAU EU DAU EU Downloads EUMAU EU
Users open Snapchat once every1.9 days (on average).
Users open Snapchat once every9.0 days (on average).
Avg. rank in Google Play
Avg. rank in App Store
Snapchat is developed by Snap Inc., a company owned by the creators of Snapchat. Snap Inc. went public in March 2017, valuing thecompany above $20 billion. Since 2014, Snapchat included “stories”, which can be seen by users their followers for 24 hours, and “livestories”, with the same concept as normal stories but for specific events. In 2015, Snapchat introduced a popular “Lens” feature, thatuses a face detection technology to add effects to the photo or video, and “geo-filters”, which allows users that are in a specificlocation to use a special filter which is only available in that location. Both features are also available for advertisers. In 2016 Snapchatalso introduced “Memories”, which allows Snapchat users to save their own Snapchats and to be able to review or send them again inthe future. Since its launch, Snapchat has seen rapid growth with 187 million daily users worldwide, an increase of 18% year-over-yearcompared to Q4 of 2016. Metrics show 6 billion videos were sent and 10 billion videos are viewed per day as of November 2016. In Q4of 2017, Snapchat reported revenues of $286 million, improving from $208 million in Q3 of 2017. Despite this rapid revenue growth,Snapchat reported net losses totalling $350 million in Q4 of 2017, compared to $443 million in Q3 of 2017 and $170 million in Q3 of2016. Snapchat generates revenue through paid advertising, especially through the “Discover” feature, which shows content frompublishers, via video ads and via sponsored lenses and geo-filters.
Sources: https://www.applyzer.com/https://apptopia.comhttps://newsroom.fb.com/news/2017/12/messengers-2017-year-in-review/http://www.businessinsider.com/ https://www.fool.com/investing/ https://en.wikipedia.org/wiki/Facebook_Messengerhttps://en.wikipedia.org/wiki/Facebook
FACEBOOK TYPE:Social Networks Cluster: 2
1000M
Metrics - Worldwide Metrics - Worldwide
205 416 080 22 039 432 31 339 261 638 256 971 454 053 589
17 2
81 157 570
Metrics - Europe Metrics - Europe
30 389 400 2 160 400 7 832 900 182 700 000 131 600 000 20 903 700
FACEBOOK MESSENGERCLUSTER 2:
Facebook.com (+Mobile)WhatsApp.com (+Mobile)Instagram.com (+Mobile)
Boomerang from Instagram
TYPE: Calling
DAU WW Downloads WWMAU WW DAU WW Downloads WWMAU WW
Stated MAU
DAU EU Downloads EUMAU EU DAU EU Downloads EUMAU EU
Users open Facebook Messenger once every1.4 days (on average).
Users open Facebook Messenger once every16.7 days (on average).
Avg. rank in Google Play
Avg. rank in App Store
Facebook Messenger is created and owned by the public Facebook Inc. company. Facebook Messenger implemented someextra features like video calling, location sharing (2015), group phone and video calling and Instant Games (2016). In 2017,Messenger Day was launched, which gives users the possibility to share photos or videos with their friends for up to 24 hours,similar to the Snapchat’s main functionality. In December 2017, Facebook reported that Messenger had reached 1.3 billionmonthly active users, up from 1 billion in 2016. While Facebook does not report separate revenue from the differentapplications it owns, it plans to monetize Messenger by allowing consumers and businesses to communicate organicallythrough chatbots, which allow Messenger users not only to communicate with businesses but also to make purchases withinthe app. Facebook reported 33.000 operating chatbots in November 2016, up from 11.000 in July 2016. In addition, in January2017, Facebook launched a test introducing display ads on Messenger’s home screen, below users’ favorite contacts. Norevenue figures are provided.
Facebook Messenger, released in 2011 and often referred to as "Messenger", is a worldwide instant messagingmobile application. Facebook Messenger allows text, image, video and file sharing and the main purpose issocial communication. Facebook Messenger is commonly used as an integrated chat feature of Facebook,although since 2014 the functionality was removed from the main Facebook app and became a stand-aloneapplication.
Sources: https://www.applyzer.com/https://apptopia.comhttps://support.skype.com/en/faq/FA10942/why-are-there-advertisements-for-other-companies-in-skypehttp://www.hoovers.com/company-information/cs/revenue-financial.skype_global_sarl.57f78cdaaf658f45.html.https://www.quora.com/Is-Skype-profitable-for-Microsofthttp://expandedramblings.com/index.php/skype-statistics/http://venturebeat.com/2015/09/15/skype-launches-mojis-short-shareable-movie-and-tv-clips-from-universal-disney-muppets-and-bbc/http://www.anorak.co.uk/383464/money/skype-is-now-40-of-the-entire-international-telephone-market.html/http://www.techradar.com/news/internet/voip/skype-turns-10-did-microsoft-s-bet-pay-off-1176537
FACEBOOK TYPE:Social Networks Cluster: 2
300M
Metrics - Worldwide Metrics - Worldwide
106 010 315 8 266 984 54 942 836 192 884 815 155 944 660
34 22
27 177 776
Metrics - Europe Metrics - Europe
21 834 500 1 314 913 18 289 600 54 977 200 44 094 000 7 124 900
SKYPECLUSTER 5:
Skype.com
TYPE: CallingSkype, founded in 2003, is a worldwide VoIP (Voice over Internet Protocol) application that allows users to makevoice and video calls. Other functions also include instant message and file transfer (up to 300MB) via messages.Skype to Skype calls are free of charge, and users can also make calls to mobile phones and landlines at lowerrates than traditional phone services. Other services include voicemail and business communications (Skype forbusiness). Registration on Skype is free.
DAU WW Downloads WWMAU WW DAU WW Downloads WWMAU WW
Stated MAU
DAU EU Downloads EUMAU EU DAU EU Downloads EUMAU EU
Users open Skype once every1.2 days (on average).
Users open Skype once every13 days (on average).
Avg. rank in Google Play
Avg. rank in App Store
In 2011 Microsoft acquired Skype for $8,5 billion. Skype now has 300 million monthly users and carries 40% of theinternational calling market. The company has three large sources of income: fees paid by consumers for their services; displayadvertising in the free version of the Skype app and web properties with audience targeting; and through Skype for Businesstelephone product sales, subscriptions and services. In 2015, Skype launched a new feature called Skype Mojis, which enablesusers to add short movie, music and TV clips from Microsoft’s partners like Universal Studios, Disney and BBC, to privatemessages. In 2013, Skype replaced the discontinued “Windows Live Messenger” and acquired all its users, becoming anintegrated feature in Outlook. Before the acquisition of Skype by Microsoft, the company made a revenue of approximately$860 million in 2011. In 2013, revenues of the Microsoft Skype division amounted to $2 billion. No financial data has beenmade public since.
