The ways we communicate change constantly. The fourth edition of our research brief on communication behaviour in Germany traces these changes and sheds light on the long-term evolution in usage patterns of communications services. So-called over-the-top (OTT) services play an increasingly important role as complementary means of communication next to traditional telecommunications services. This key result transpires from all our previous research briefs.
The present research brief differs from the previous ones as it gives rise to doubts about the infinite growth potential of WhatsApp, Instagram and similar services. With this in mind, the question of how to generate revenue from the existing users is more pressing than ever before if the providers of these services want to continue riding the wave of success. As part of their strategy, some providers may consider making their individual services interoperable in order to increase the number of addressable consumers even further. In this research brief we explore these questions and investigate how German consumers may react to some of the potential strategies to make OTT services profitable in the near future.
To this end, we conducted a representative survey of 3,184 consumers living in Germany.