BBM for Android boosts usage through Snapchat-style feature additions
There’s no doubt that Snapchat has been one of the hottest Android apps of the last year. Snapchat’s top features, such as having messages that self-destruct after a short period of time, have catapulted Snapchat to one of the most popular and engaging social media apps in the world. Now, messaging competitors have begun to take notice and integrate Snapchat-inspired features into their apps. Near the end of June, Blackberry launched a massive update to the hundreds of millions of iOS and Android users who are active users of Blackberry’s BBM app. There were several feature additions and improvements included in BBM Android’s 18.104.22.168 update such as material design, rich message editing improvements, and the ability to update your status from the feed; but the biggest addition was what BBM refers to as private chat. Similar to Snapchat, private chats will self-destruct after being inactive for a short time.
A couple weeks after being released, the BBM for Android app update seems to be paying off according to M2 App Insight, the most powerful community-based app performance and usage analytics system.. For the first week of July, users who have upgraded to version 22.214.171.124, are engaging with the BBM Android app 20% more per day than users who are still using version 126.96.36.199.
Android BBM app users are becoming more and more engaged with version 188.8.131.52 as time progresses. On July 7, the average amount of time BBM Android spends on users’ screen per day—captured as average foreground run time—spiked to nearly 20 minutes per day of active use for BBM Android version 184.108.40.206; much greater than the 14.4 minutes of active usage on previous version (220.127.116.11).
So far, it looks like Snapchat’s best features are transferring over to boosted engagement for BBM for Android as well. Being that BBM and Snapchat largely cater to different demographics of users, it’s become evident that features such as self-destructing messages have a higher demand than many may have initially thought.
The data for this report was collected by M2AppInsight. Utilizing a database of trillions of anonymized user-contributed app performance data points, M2AppInsight delivers performance and usage insights to help Android app developers identify performance-related issues that may be causing poor user retention, negative app reviews, and reduced engagement.
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