Consumers are becoming less social in person by becoming more social “virtually” through advanced messaging features, according to Strategy Analytics (www.strategyanalytics.com). Achieved through pre-installed RCS platforms and self-installed third party messaging apps, these platforms are providing a more consistent, expressive and compelling messaging experience for the sender, according to the research group.

Key findings from Strategy Analytics’ report include:

° Unlike SMS - a universal standard available across all phones - social messaging apps are run by third-party companies and need to be downloaded separately. This does mean however, that OTT messaging apps are consistent across all devices, regardless of operating system.

° Features that attract users are critical to the success of social messaging apps. Capabilities such as payment or game options within one app make it more compelling; but without anyone to communicate with - and this does mean that the app needs to be installed by both the sender and recipient - there is no motivation to use them.

° But trends are fleeting, and people will shift to whatever is new and popular without consequence; these kinds of apps are free and readily available.