The next online battleground is emerging – this time, it’s on the instant messaging (IM) front. NetValue, Asia’s leading source of Internet intelligence, reveals the explosive growth of IM in Asia, who the users are and compares the performance of two key players - ICQ and MSN Messenger. 

  Long associated with text based conversations amongst teens and time wasting office workers, IM technology is poised to gain mainstream acceptance but also as an independent platform for a variety of communications and information gathering applications.

Instant Messaging Trends In Asia

  Instant messaging (IM) usage in Asia has been phenomenal. There were more than 7.7 million IM users in June compared with 4.9 million users in January – an increase of over 57 per cent.

   The proportion of IM users is highest in Hong Kong (65 per cent of the Internet population in June). Singapore falls a distant second with close to 50 per cent of the online population using one type of IM application.

  Growth of IM over the first half of 2001 has been the greatest in Korea – jumping over 10 per cent over the six-month period. “The nature of messaging allows communities and networks of users with similar interests to develop. These networks are fertile ground for businesses to experiment and explore a myriad of new marketing possibilities. 

  Microsoft in its Windows XP has leveraged upon this and offers users the ability to write on another’s Word document,” said NetValue Vice President of Sales & Marketing, Clayton Fitts. 

  “Although not a current option, in the near future marketers can tap into these rich networks to launch new products, run advertising campaigns, go wireless and even sell products and services. With over 20 per cent of time spent and 60 per cent reach [in Hong Kong] it offers a very attractive platform for reaching users with very targeted profiling.”

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