June 22, 2007

European Online Young Consumers Love IM

Businesses Should Start Finding Ways To Engage With Them Via IM

by Joost van Kruijsdijk

with Reineke Reitsma, Niek van Veen

Executive Summary (This is a document excerpt)

With nearly nine in 10 European online 12- to 24-year–olds using it regularly, instant messaging (IM) is extremely popular among young consumers. Apart from Germany, MSN dominates the European market, and with its introduction of new services, it will remain dominant. Mobile IM is on its way: Young consumers show great interest in IM via mobile phones. IM, however, is not limited to communication with peers; companies can use it to engage with young consumers as well.

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