iWorld
How much influence does social media have on buying behaviour?
MUMBAI: A recent study by Regalix reveals that 91% of people with a smartphone, in the age group 18-44, have a social media app or account on their mobile phone. The study is titled ‘M-Social media trends 2017’.
According to the study, 58% of respondents checked updates on their social media account multiple times a day, and contrary to what we would have expected, a larger percentage (76%) of the 25 – 34 year olds did so, as compared to the 18 – 24 year olds (50%). Going by the research, Facebook is by far the most popular social app on mobile.
There’s some good news for advertisers here. According to the study, majority of respondents (86%) admitted to clicking on ads that appeared on social media. In addition, 89% also said they followed their favorite brands.
So, how much influence does social media have on the buying behaviour of consumers?
According to the study, a significantly large number of respondents (65%) admitted to habitually using social media to help them in their purchase decisions. And, 84% said they shared products that they purchased on their profile at least sometimes. Those are figures, among others in the study, that marketers would benefit from while deciding on their brand communication strategy for 2017.
iWorld
X launches XChat messaging app on iOS with calls and encryption
Standalone app marks shift from “everything app” vision, adds E2E messaging.
MUMBAI: From one big app to many small chats, X seems to be splitting its ambitions. X has rolled out its standalone messaging app, XChat, to iOS users, opening up a new front in its evolving product strategy. The app allows users to connect with existing X contacts through private and group messages, file sharing, as well as audio and video calls. The launch follows a limited beta phase, where the platform tested the product with a smaller user base to refine the experience. Now available publicly, XChat marks a notable pivot from earlier ambitions championed by Elon Musk to turn X into a single “everything app” combining messaging, payments, commerce and more.
Instead, the company under xAI ownership and backed by SpaceX appears to be building a suite of standalone applications, each targeting specific use cases while expanding its broader ecosystem.
At launch, XChat includes end-to-end encrypted messaging, PIN-based access, disappearing messages, and features such as message editing, deletion for all participants, and screenshot blocking. The company has also said the app is free from advertisements and tracking mechanisms, positioning it as a privacy-first alternative in a crowded messaging space.
However, security claims around the platform are likely to face scrutiny. Earlier iterations of XChat drew criticism from experts who argued it fell short of established encrypted platforms like Signal. With the wider rollout, the app is expected to undergo fresh evaluation to assess whether those concerns have been addressed.
Beyond messaging, XChat will also house X’s Communities feature, which is being discontinued on the main platform due to low usage and spam concerns. Migrating these users could provide an early boost to adoption, effectively turning XChat into both a communication and community hub.
The move underscores a broader recalibration at X less about cramming everything into one app, and more about spreading bets across multiple touchpoints, one message at a time.
