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BBM beats WhatsApp in user loyalty


Last Updated: April 10, 2015, 10:51 IST

BBM beats WhatsApp in user loyalty

BlackBerry Messenger managed to retain 82.38% of its users during the first three months of 2015 against 77.28% for WhatsApp.

New Delhi: Social apps is the big battleground and there is a clear winner - Facebook. Along with user acquisition, another big challenge for the companies is user retention.

According to user-retention information for 19 well-known social apps from the first quarter of this year collected by a startup called Quettra and published by The Information, Facebook is the runaway winner retaining 98.3% of its users over a 90 day period. But the surprise is in BlackBerry Messenger (BBM), that otherwise appears to be finding it difficult to counter the WhatsApp surge. BBM has a higher user retention rate than the rest of the competition (with the exception of Facebook).

BBM managed to retain 82.38% of its users against 77.28% for WhatsApp, which Facebook has purchased last year for $22 billion.

Other social apps scored far worse: Instagram 48.38%; WeChat 46.03; Snapchat 32.95%; Twitter 31.03%; and the average for all apps analysed is 34.71%.

Quettra has been able to collect this data because, according to The Information, Quettra's code, in the form of a software-developer kit, is installed on more than 75 million Android phones that is roughly 6 per cent of the total number of active Android phones around the world. Quettra has partnerships certain app developers and this gives Quettra visibility into how many times and for how long a phone owner accessed various apps.

Half the Android phones analyzed by Quettra are in Asia (except for China) while the rest are spread relatively evenly across the rest of the world.
first published:April 10, 2015, 10:51 IST
last updated:April 10, 2015, 10:51 IST