Is WhatsApp already the Super App of India?

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Below are a few insights I gathered while researching on how Gen-X use WhatsApp as a part of @10kdesigners Cohort!

Okay, let's go!

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Gen-X? Who are they?

Gen-X (short for Generation X) are basically people with birth years around 1960–1980. That’s basically our (millennials’) parents!

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Check out this detailed case study by @zainab_delawala
https://t.co/G7QTkQN2id
📼 Communication/Community

This is the primary feature of WhatsApp.

This feature is the entry point for most of the Gen-X, they come to WhatsApp to communicate and engage with small groups/communities.

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https://t.co/PfQLAtv54S
- WhatsApp group is one of the most used features by Gen-X. Most of the message more on groups than on private chats.

- Forward messages received mostly are written in vernacular languages. They are all well scripted.

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- Interestingly most of the messages are not text messages, instead, they were voice messages.

- The reason being, it's hard to type messages in vernacular languages and also text messages lack personality.

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đŸ‘„ Social Media

- We use social media to receive validation from our network, their network is most active on WhatsApp groups so they do it here.

- They treat messages as a post, keep their connection updated with what's happening with them.

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- Instant validation is received as messages on the same group.

- Gen-X use WhatsApp status more than any other age group. Few of them even upload 20 stories per day!

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📰 News

- 7 out of 10 people I interviewed are part of a newsgroup.

- Most of these messages are Forward messages received at very high frequency.

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- They trust these messages. They don't bother to cross-check the information.

- The reason they trust is that they are receiving these messages from "trusted people", and thus the information gains trust immediately.

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đŸ›ïž Shopping

- All of them I came across were clothing shop groups!

- Believe me, my friend's mom got addicted to these groups.

How do they discover these groups?

- They share their numbers at small offline clothing stores.

- They receive suggestions from their peers.

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What makes these groups addictive?

- WhatsApp is a high-frequency platform. They somehow land on these groups multiple times a day.

- These products are easily sharable. Just imagine how easy it is to share products that you receive as a message vs a product on Amazon?

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📗 Education

- My mom is a drawing teacher who teaches drawing to children of age 8-12. She primarily uses WhatsApp for all her teaching and information passing.

- Even our neighbour who takes tuition for students of similar age use WhatsApp.

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Why and how do they use WhatsApp for this?

- Everyone uses WhatsApp, it's really hard to miss the information that is passed on WhatsApp.

- "I take online classes through WhatsApp video call". They work best for 1:1 classes that my mom conducts.

- "WhatsApp works fine."

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💰 Payments?

Now that we have seen how Gen-X uses WhatsApp, we can now try to question and understand in what all ways WhatsApp can be used.

WhatsApp is a powerful platform and used at very high frequency by its users. Gen-X is engaged with WhatsApp like no other app.

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Can WhatsApp payments be real in the coming years?

My guess would be - YES! Because-

- Very high frequency
- Strongest network
- High trust
- Abundance of resource

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10 out of 10 people I interview didn't know about the payment feature on WhatsApp!

Surprisingly, 7 out of 10 were ready to use WhatsApp as their payments app. But we need to understand that this is not a behavioural insight.

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Is WhatsApp already the Super App of India?

No, it's heading in that direction.

It's also really interesting to see with 2 giants joining hands to make this happen.

Will meet you guys with Gen-X once that happens,
Thank you!

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More from Social media

Great bit of journalism here by Sophia :) fun fact, we had some verrrrry interesting conversations about what exactly the Trump campaign might be doing on TikTok.

So let’s talk about that!


Super glad I could be of help btw :P

Anyhoo: my background = senior web dev, data analysis a specialty, worked in online marketing/advertising a while back

You’ve got this big TikTok account that’s ostensibly all volunteer, just promoting Trump’s app because they’re politically minded and all that.

Noooooope. They’re being paid.

Sophia says it’s just possible (journalist speak I assume) but I know exactly what I’m looking at and these guys, Conservative Hype House, are getting paid to drive traffic and app installs for Trump.

So how do you know that, Claire?

Welp, they’re using an ad tracking system that has codes assigned to specific affiliates or incoming marketing channels. These are always ALWAYS used to track metrics for which the affiliate is getting paid.

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