skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


In 2Q18, Ovum commissioned an online survey focused on communications, commerce, and media. The survey sampled 5,122 consumers across five markets – Brazil, China, South Africa, the UK, and the US – gauging their attitudes toward and use of communications apps and services.


  • The penetration of communications apps is almost at saturation point in emerging markets and heading that way in developed markets. This indicates that using apps for messaging is becoming habitual for consumers, in much the same way that SMS became a habitual behavior.
  • Over half of consumers in Brazil make video calls at least once a day, and almost 40% in China. In developed markets, video calling use is lower, but even so, more than 40% of consumers in the UK and the US make at least one video call a month. Telcos must consider whether 5G represents an opportunity for them to deploy video calling.

Features and Benefits

  • Analyzes communications trends unearthed by Ovum's Digital Consumer Insights 2018: Communications, Commerce, and Media survey.
  • Reveals opportunities for investment in communications apps and services.

Key questions answered

  • Which apps do consumers use the most for messaging, video calling, voice calling, sharing, and social networking?
  • How often do consumers engage with their communications apps and services?
  • What are the three top features that consumers use on their communications app, aside from messaging?
  • Do consumers like the idea of being able to access an enhanced SMS service?
  • Are consumers already using an enhanced SMS service?

Table of contents


  • Introduction
  • Download 1: Digital Consumer Insights 2018: Communications Apps and Services

Recommended Articles

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    2019 Trends to Watch

    AI is an undoubted work in progress. Feeling the impact of AI – from its early days at the dawn of the modern computer, through today and its integration into devices, apps, and the networks that connect them and that we use every day – has been a long time coming.

    Topics 5G AI Smart home IoT Video

  • Consumer & Entertainment Services

    Telco loyalty programs are about more than improving churn

    ByNicole McCormick 07 Mar 2018

    Loyalty programs have long been held as key to indirect monetization for the communications service provider. Upcoming research from Ovum has verified that notion – loyalty schemes improve Net Promoter Scores (NPS – a measure of brand perception) and can help improve churn. They can also lead to net additions growth and can even earn revenues for the operator.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8935

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now