The Market Intelligence & Consulting Institute (MIC) has released its latest findings on social media and messaging app usage in Taiwan. Line continues to dominate as the leading messaging app, favored by 87% of users, followed by Messenger at 24%. The study highlights generational differences: Line's popularity among users aged 18-35 is approximately 10% lower than among those aged 36-65, while Messenger is notably more popular among users aged 18-25 (34%) compared to older groups.

Which messaging apps do you use most frequently in 2023? (Select up to 5 options)

Note 1: Valid sample sizes are 125 for ages 18-25, 191 for ages 26-35, 228 for ages 36-45, 219 for ages 46-55, and 217 for ages 56-65.
Note 2: Options with a total proportion below 5% are not shown in the above table. The bottom of the table indicates the age group with the highest proportion for each item.
Source: MIC, November 2024

Industry analyst Chiya Hung explained that Line has transitioned from a communication and business tool into a comprehensive consumer platform. While connecting with family and friends (76%) remains the most common use case, this figure has declined compared to the previous year. In contrast, features related to consumer activities, such as mobile payments, browsing shopping and financial information, contacting sellers, and using mobile membership or loyalty cards, have seen notable growth. These developments have deepened user engagement and raised competitive barriers for other platforms in Taiwan.

Regarding content browsing habits, Line group chats are the most frequently accessed feature across all age groups. However, the second most popular feature varies by demographic: 44% of users aged 18-25 regularly browse Instagram, whereas users aged 56-65 exhibit the highest engagement with Line Today News.

Hung added that these browsing behaviors reflect generational priorities in information consumption. Younger users (under 35) are more likely to focus on social communication platforms for diverse activities, including news consumption, demonstrating a shift toward an integrated digital lifestyle.

About Market Intelligence & Consulting Institute (MIC):

Established in 1987, Market Intelligence & Consulting Institute (MIC) is a division of III (Institute for Information Industry), a major government think tank, and one of the leading IT research institutes in Taiwan. MIC specializes in industry and market research. With over three decades of experience, MIC provides valuable insights and data-driven recommendations to assist businesses in making informed decisions.

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