Infobip's Data Highlights Record Communication Growth in APAC

Record Communication Interactions During Black Friday

Global cloud communications platform Infobip has released significant insights into communication interactions during Black Friday and Cyber Week. The data reveals astounding growth across the Asia-Pacific (APAC) region. Over the course of Black Friday, Infobip recorded a total of 3.4 billion interactions worldwide, with APAC contributing notably to this statistic, reflecting a robust 64% growth with 109.5 million interactions compared to the previous year.

Shifting Preferences Towards Conversational Experiences

This surge in interactions indicates a growing consumer inclination towards conversational experiences that allow for a seamless journey from browsing to purchase on a unified channel. WhatsApp interactions skyrocketed by 83%, while Viber interactions rose by 41% year-on-year during Black Friday. The email interactions also saw an impressive increase of 185% compared to the same period in 2023.

India Leads the Charge in Market Growth

India has become one of the fastest-growing markets within APAC, substantially driving the adoption of conversational channels. Notably, Rich Communication Services (RCS) interactions soared by 1162%, and WhatsApp interactions climbed by 113% on Black Friday. Other countries that showcased growth in messaging interactions throughout Cyber Week include Indonesia (54%), Philippines (91%), China (67%), and Thailand (26%) compared to the prior year.

Cyber Monday Continues the Growth Trend

Cyber Monday data in APAC mirrored this growth, with Viber interactions experiencing an extraordinary increase of 1427% compared to the previous year. The overall Cyber Week period, stretching from November 29 to December 2, recorded a total of 338 million interactions, marking a 58% year-on-year increase within the APAC region. This trend underscores the ongoing efforts of businesses and brands to engage price-sensitive consumers beyond the Black Friday and Cyber Monday sales.

Insights from Infobip's Vice President

Harsha Solanki, VP GM Asia at Infobip, commented on this impressive data: “As we witness a significant rise in interactions on messaging platforms like Viber, WhatsApp, and RCS, it’s evident that customers increasingly prefer engaging in conversations with brands throughout the shopping journey. Businesses integrating these emerging messaging channels are likely to stay ahead and offer rich, conversational, and personalized experiences that resonate with their consumers. This evolving landscape signifies not just a trend, but a vital evolution in customer engagement, fostering deeper connections and enhancing customer loyalty.”

Frequently Asked Questions

What data did Infobip release regarding communication interactions?

Infobip released data indicating a significant increase in communication interactions during Black Friday and Cyber Week, with a notable engagement growth in APAC.

How much did interactions grow in the APAC region?

Interactions in the APAC region grew by 64% to reach 109.5 million interactions during Black Friday alone.

Which messaging platforms saw the most growth?

WhatsApp and Viber interactions increased by 83% and 41% respectively on Black Friday, while email interactions saw a whopping 185% rise.

What role did India play in this growth?

India has emerged as a fast-growing market, leading to substantial increases in RCS and WhatsApp interactions during the sales period.

What does this trend indicate for businesses?

This trend suggests that businesses should focus on integrating messaging channels to enhance customer engagement and provide personalized experiences that build loyalty.

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