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The market: trends and prospects

Below we present the conclusions of the market research on social networks and messengers, as well as a section comparing existing messengers with LECKSIS, following the principle of "from the general to the particular".

Trends in the social networking and messenger market

Essential digital headlinesDigital Growth

At the beginning of 2023, the number of people on the planet exceeded 8,01 billion. More than 57% of the population lives in cities. The number of cell phone users has reached the 5,44 billion mark, which is 68% of the total number of the Earth's inhabitants. In the last year, the number of unique users of mobile devices increased by 168 million which is slightly more than 3%. Worldwide, 5,16 billion users have access to the Internet, which corresponds to 64,4% of the population. Over the year, the number of Internet users has increased by 1,9%. The number of users of social networks at the beginning of 2023 is 4,76 billion which is less than 60% of the total population of the planet. However, recently the growth rate of the social network audience has slowed down - for the year the growth was 137 million, which is only 3%.

Overview of internet use

According to the latest information from the ITU and GSMA Intelligence, the number of people using the Internet as of 2023 is 5,16 billion.

Internet users timeline

Digital penetration varies greatly from country to country. For example, in 8 countries more than 99% of the population uses the Internet, and in 55 countries more than 90%. According to the latest figures, in the U.S. at the beginning of 2023, 91,8% of the population is connected to the Internet, but it is only 45th in the world rankings (note: the chart shows data for major economies only).

Share of global internet users

It is worth noting that North America currently accounts for only 6.7% of all Internet users worldwide. While trends set by U.S. users always have an impact on the rest of the world, digital habits in the U.S. are not always representative of other countries. Therefore, it is important to study local data to understand what is actually happening in the behavior of the users you plan to attract.

Daily time spent using the internet

One of the most interesting results of 2022 is the change in the amount of time people spend online. Compared to last year, there is almost 5% less time spent on the Internet. According to the GWI report, the average user now spends 20 fewer minutes a day online than the year before. Last year, people of working age spent an average of nearly 7 hours a day online, but now that figure is down to 6 hours and 37 minutes a day.

Main reasons for using the internet

The main reason for using the Internet is still "information search," despite changing search habits. According to recent GWI research, more than half of working-age Internet users (57,8%) still turn to online resources in search of information. People also use the Internet to stay in touch with friends and family (53,7%), get news and current information (50,9%), and watch video content such as videos, shows or movies (49,7%).

Overview of consumer goods ecommerce

Online shopping has become an interesting example of changing digital habits, as many studies confirm that people are more willing to buy online today than before the pandemic. It used to be predominantly in the fashion, beauty, and electronics categories, but today people are even buying food and everyday products online and experiencing the convenience and flexibility of this way of shopping.

Thus, when people are forced to develop new habits but discover the benefits of new behaviors, it can lead to the establishment of new habits.

However, the data ( investigation by Statista ) also shows that when the anti-covid restrictions were lifted, people were happy to return to physical stores. Despite this, overall retail spending (online and offline) has declined over the past year, but the share of online spending has increased.

Ecommerce consumer goods categories

According to the same study, only 17,1% of all global retail spending last year was done online. That is, only about one in six dollars was spent on e-commerce. So we can conclude that COVID-19 has not fundamentally changed shopping. Today, when most people have more freedom in choosing where to shop, we can assume that they will combine online and offline shopping. It's important to note that people have become more aware of e-commerce options than before the pandemic, so they are much more likely to use online shopping channels. This is borne out by the data, and according to GWI and Statista, we will continue to see e-commerce share growth in the coming years.

Digital share of total advertising spendDigital advertising spend

When it comes to content with integrated advertising, it's worth noting that the digital advertising industry has benefited greatly from changing user habits caused by the pandemic. According to Statista, digital advertising's share of total ad spending has increased by 27,7% since 2019 and now stands at 73,3% (it was 57,4% in 2019).

Absolute digital ad revenue has grown 78% over the past three years, from just under $375 billion before the pandemic in 2019 to more than $667 billion in 2022. As the graph shows, the biggest revenue growth occurred in 2021, when global digital advertising revenue increased by a third over 2020 data.

Thus, the COVID-19 pandemic has significantly impacted the redistribution of advertising budgets globally, and the focus on digital channels seems likely to continue.

Share of digital advertising social media

Statistics data from Statista show that social media is the biggest winner in digital advertising by reallocating ad budgets to digital platforms. Social media's share of global digital ad spending increased from about a quarter in 2019 to more than a third in 2022.

Social media advertising overview

That in itself is already impressive, but the absolute numbers are even more impressive. Since the COVID outbreak, global spending on social media advertising has more than doubled, reaching $226 billion in 2022.

Social media users over time

The growth of the social media audience continues, as evidenced by the increase in the number of users. According to Kepios research, the total social media audience has increased by nearly 30% since the pandemic began, which means more than 1 billion new users in the past 3 years.

The rate of audience growth in recent years indicates that COVID-19 has driven the spread of social media. From 2020 to 2021, the growth rate was nearly double the previous 12 months, and from 2021 to 2022 it continued at a high level.

In 2022, however, the growth rate slowed dramatically and is now at its lowest level ever observed.

Favourite social media platforms

While everyone can have their own list of favorite social media platforms, it should be kept in mind that there is a certain degree of subjectivity in the rankings. Nevertheless, this subjectivity is important to understand how people perceive each individual platform and adds value to the data set rather than detracting from it.

Globally, Instagram and Facebook are vying for second place in the social media rankings, receiving roughly equal numbers of votes.

WeChat takes fourth place in the ranking, a testament not only to the large number of internet users in China but also to the appeal of Tencent flagship app.

Favourite social media platforms

GWI data shows that Instagram continues to be the most popular social platform among Internet users between the ages of 16 and 24. At the same time, TikTok is increasing its popularity, and the number of girls aged 16 to 24 who choose this platform as their "favorite" has increased by more than a third in the last year.

Despite this, the number of girls who prefer Instagram is almost double that of those who choose TikTok (23,1% vs. 12,0%). Guys in this age group also find Instagram more popular than TikTok, but it appears that they are more likely to name Facebook as their favorite social platform (10,5% vs. 7,7%, respectively).

Additionally, interestingly, WhatsApp ranks second among Internet users in this age group, and both girls and guys prefer this messenger to TikTok.

Social media platform audience overlaps

The choice of social network is not limited to just two options. Looking at the data from a different perspective, we can see that overlapping audiences help disprove the myth that users are abandoning their old favorite social networks in favor of new ones.

For example, globally, among users between the ages of 16 and 64:

  • 82,5% of TikTok users continue to use Facebook every month;
  • 84,3% of Telegram users also use WhatsApp every month;
  • 60,7% of Snapchat users visit Twitter every month.
Average number of social platforms used

Conclusions and predictions: Security and Privacy

  1. The future of creative AI promises to be more productive and raise more questions about the ethics and risks of use. It will lead to cooler cases in real life.
  2. People will continue to be more conscious and not waste time on useless things, which will affect their online behavior and marketing strategies. Marketing that adds value to people's lives will be the most successful.
  3. Global crises and geopolitical tensions may cause users to change their online habits and preferences.
  4. Social networks will continue to influence people's lives by reshaping their sources of information and entertainment consumption habits. However, they may go beyond the usual definition of "social media.

Comparison of competitive solutions in the messenger niche

The cryptocurrency messenger market is under active development, and LECKSIS is on the list of projects offering solutions in this area. Some of LECKSIS' most prominent competitors in the cryptocurrency messenger market include projects: Telegram, Signal, WhatsApp, Instagram, Connect.am, Dust, and ADAMANT.

  1. Telegram is one of the most famous cryptocurrency messengers which has a large user base and wide functionality. However, Telegram has recently been facing problems due to regulation by government agencies and bans on use in some countries.
  2. Signal is a messenger that is considered one of the most secure and private in the world. It uses high-quality encryption and does not store user metadata. However, Signal does not have as many users as Telegram or WhatsApp.
  3. WhatsApp is a messenger that is used by millions of people around the world. It also has a number of security features, including end-device encryption. However, WhatsApp does not have the ability to create online stores and its own cryptocurrency.
  4. Instagram is a social network that is used to share photos and videos, not to send messages. However, Instagram has a large user base and can be used to sell products which can attract entrepreneurs.
  5. Connect.am is a cryptocurrency messenger that offers anonymous registration, message encryption, and the ability to conduct cryptocurrency transactions within the messenger. However, Connect.am does not offer a built-in bot builder or the ability to create online stores.
  6. Dust is a messenger which is considered one of the most secure and private in the world. It uses high-quality encryption and does not store user metadata. However, Dust doesn't have as many users as Telegram or WhatsApp.
  7. ADAMANT is a messenger that uses high-quality encryption and does not store user metadata. It also has functionality for sending cryptocurrency transactions and creating your own bots.

Competitor comparison table LECKSIS

Telegram SignalWhatsApp Instagram
Connect Am
Message encryption++++++++
Anonymous registration+-----++
Bot integration++---+--
Built-in store+---+---
Own token+------+
No logging+-+--+++
Possibility of mass mailings++++-+--

LECKSIS differs from Telegram and Signal in that it provides privacy and security for users. Telegram has many users and has the ability to integrate bots but does not provide a high degree of privacy and security. Signal is one of the most secure messengers but lacks functionality such as a built-in store and bot integration. WhatsApp has many users and encrypts messages, but does not provide a high degree of privacy and security. Instagram also has many users but is not a messenger in the usual sense of the word and does not provide a high degree of privacy and security.

Connect.am, Dust, and ADAMANT are direct competitors of LECKSIS in the field of secure messengers on the blockchain.

Unlike existing solutions, LECKSIS offers a combination of several important consumer features at once:

  • Online store constructor
  • Secure anonymous communication without registration
  • Bot constructor for automating repetitive actions
  • Own token, built-in wallet, and the ability to make payments with that token.

With the combination of these features, we expect LECKSIS to become the technological leader in the cryptocurrency messenger market and gain enormous popularity.

Chapter conclusions

The messenger market continues to grow. As studies show, at the moment the most popular messengers are WhatsApp, Facebook Messenger, WeChat, and Telegram. However, recently, new messengers have appeared that offer additional functionality and pay more attention to the privacy of users.

Security and privacy are the key factors that influence users' choice of messenger. Studies show that over 60% of messenger users believe that security and privacy are the most important features of a messenger.

Social networks also continue to be popular with users around the world. At the moment, the most popular social networks are Facebook, YouTube, WhatsApp, Facebook Messenger, and Instagram.

The key functional features of the messenger that can attract users are the ability to send encrypted messages, create confidential chats and groups, the ability to send voice messages and videos, as well as integrate with social networks and online stores.

The most promising market niche for messengers is in regions with low security and insufficient protection of personal data, as well as in countries with strict Internet censorship. In such regions users often look for alternatives to popular messengers.