The daily usage of instant messaging (IM) services has gone up by 12 percentage points in the past year, as the popularity of WhatsApp, Facebook Messenger and Viber increases, particularly in emerging markets, according to TNS Global’s latest Connected Life study.

Over half of internet users worldwide (55 per cent) use IM every day, while 76 per cent use it on a weekly basis, according to the study of around 60,000 internet users worldwide.

Instant messaging is particularly popular in emerging ‘mobile-first’ markets, with daily usage rising in China to 69 per cent, where the market is dominated by WeChat, in Brazil to 73 per cent and in Malaysia to 77 per cent.

By contrast, some western markets are lagging behind, including the UK (39 per cent) and the US (35 per cent), the study noted.

Facebook has maintained its position as the world’s favourite social platform; almost one third of global internet users say they use it every day.

While newer platforms attract a smaller audience, their users are often far more active: 40 per cent of Vine users and 44 per cent of Snapchat users said they watch branded content every week, while 43 per cent of WeChat users said they use it to access information and services about a company.

The challenge for brands is to create content that consumers actually want to share, the report said.

According to Joseph Webb, global director of Connected Life, apps like Snapchat, WeChat, Line and WhatsApp are “sweeping up” new users every day, particularly younger consumers who want to share experiences with a specific group, rather than use public platforms.

“As people’s online habits become ever more fragmented, brands need to tap into the growing popularity of IM and other emerging platforms,” he advised, adding that there is a need for a content-driven approach.

However, he warned that brands need to be very careful as IM is a closed medium, making it essential to share limited content that is genuinely relevant and valuable.