As per the findings of 'Connected Life', a global study of the digital attitudes and behaviours of 60,500 internet users across 50 countries, 55 percent are on instant messaging every day.

In India, Facebook continues its dominance for social networking platforms with 51 percent of the users while WhatsApp is the most popular for instant messaging app with 56 percent of users, TNS said in a statement.

Commenting on the findings, TNS India Executive Director Parijat Chakraborty said: "The social networking market of India is Facebook centric, which is fuelling the adoption of Facebook Messenger also as the IM platform for private messaging. However, WhatsApp is by far the most popular IM platform in India."

As per the study, Facebook has maintained its position as the world's favourite social platform with almost one third of global internet users (30 percent) saying they use it every day and with usage in Asia Pacific (APAC) region much higher.

Interestingly, India is the second largest base with over 125 million users for Facebook that has 1.49 billion users globally. The US has the highest number of Facebook users.
 
On the popularity of instant messaging in India, Chakraborty said the country had always been a text heavy market. This legacy, coupled with the attraction of connecting with like-minded people privately, is making instant messaging platforms a perfect tool.
 
"This new-found excitement of largely new mobile, internet users has made India one of the highest globally in average daily number of messages exchanged," Chakraborty said.

In APAC, over three out of five internet users or 61 percent are now using instant messaging every day, while 82 percent are using it on a weekly basis, the report said.

TNS said While IM popularity is rising, traditional social media platforms are still holding strong, allowing content to go viral more quickly. The challenge for brands is to create content that consumers actually want to share.