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Growth of Messaging for Commerce

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Messaging use is on the rise, with the top four messaging apps now serving more active users than the big four social networks. And as such, it makes sense for brands to also be considering how they can tap into those trends, and utilize messaging within their broader digital marketing efforts.

To help with this, and to provide more context on the messaging shift, Facebook recently conducted focus groups, in-depth interviews and an online survey of 8,864 people across nine markets in regards to their messaging use. Their findings highlight some of the key benefits, and expectations, of consumer-business messaging.

First off, Facebook sought to discover what, specifically, is driving the business messaging trend for consumers, and what they’re most often seeking from such interactions. First off, Facebook sought to discover what, specifically, is driving the business messaging trend for consumers, and what they’re most often seeking from such interactions.

The research also suggests that being active and responsive can drive significant benefits in regards to consumer trust, with nearly 1 in 3 messaging consumers indicating that they chat with businesses in order to determine if they’re trustworthy and credible.

So being available via messaging is not only good for immediate interaction, but it also strengthens customer bonds, by building more intimate, unique connection, when done right. 

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