Mobile messaging apps such as Facebook Messenger, WhatsApp and Snapchat have grown exponentially in the last few years. But what opportunity do they present for brands?

They are increasingly being touted as the next big digital medium for businesses, allowing brands to have one-to-one marketing and promotional interactions with consumers. But how open are people to having businesses encroaching on what, until recently, has largely been a convenient channel for personal conversations with friends and family?

Based on a Kenshoo poll of 2,000 adults in the UK and France, this report provides an early snapshot of the consumer’s view, signalling what the potential opportunities might be for brands.