WithAdvances in smartphone technology and proliferation of mobile apps there hasbeen growing need for a better communication between human and computers(Wilks, 2009).Justas people use language for human communication, they want to use their languageto communicate with computers without hitches.
Zadrozny et al. (2000) agreedthat the best way to facilitate Human Computer Interaction (HCI) is by allowingusers “to express their interest, wishes, or queries directly and naturally, byspeaking, typing, and pointing”.Alan Turing’s 1950 famous “Test” has influenced so many researchesin the field of Artificial Intelligence and how to make machines think. Forthis reason, (Wiener, 1988)envisioned the popularity of human-machine conversation. While machine-machineinteraction controlled 61.5% of traffic on the web (Kelion, 2013), human-machine communication is yet to become popular.With the ever growing digital population and higher internetpenetration, businesses are expected to meet more of their customers online,transact business with them and also render important services to them whichwere hitherto not so fashionable.
According to a survey conducted by Statisca,a German-based statistics and Survey company, the global digital population asof April 2017 stood at 3.8 billion people and out of this, social media userpopulation is 2.9 billion people. This shows that more than 70% of the internetusers use the social media to communicate with each other.With this in mind, brands arebecoming increasingly aware of the benefits of using social media, but in thedigital world things are always evolving, this explains the reason for thegrowing disparity between users of Messaging applications and social networkingapplications all in the social media.
It is becoming obvious that users preferto interact more on Messaging apps than they do In social networking app; Thisis understandable because messaging applications are considered to protectusers privacy and personal to them more than their social networkingcounterparts. Inthe last few years, messaging applications have seen more patronage than anyother type of application and this is expected to increase more. The user base of the four most usedmessaging applications is larger than the user base of the four most usedsocial networks and the most frequent users are the high school andcollege-aged.
A survey conducted by Business Insider in 2015, mobile messaging app usage ismore than social media usage with respect to Monthly Active Users (BusinessInsider, 2015). Also,usage and retention rates of Messaging applications have soared higher thanmost mobile apps. Finally, the more of their users are millenials, which is animportant group to marketers and advertisers.