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28 per cent users to leave WhatsApp after implementation of new privacy policy

As per the latest survey, over 79 percent of users have said that they are reconsidering the app but 29 percent of users want to leave as soon as WhatsApp implements the new privacy policy.

twitter-logoAnkita Chakravarti | January 30, 2021 | Updated 17:42 IST

Highlights

  • WhatsApp has landed in a soup after it announced its new privacy policy.
  • New study has revealed that 79 percent users are reconsidering using WhatsApp.
  • WhatsApp had delayed the rollout of its new terms of service and privacy policies

WhatsApp has landed in a soup after it announced its new privacy policy. As per the latest survey, over 79 percent of users have said that they are reconsidering the app but 29 percent of users want to leave as soon as WhatsApp implements the new privacy policy. WhatsApp had delayed the rollout of its new terms of service and privacy policies after users migrated to other messaging apps like Signal and Telegram.

As per a study conducted by Gurgaon-based Cybermedia Research (CMR), 79 percent of users are reconsidering using WhatsApp but 29 percent of users are quite determined to leave once the privacy policy comes into effect. The study revealed that 49 percent users are angry, 45 percent users are not willing to trust WhatsApp again while 35 percent users feel that their trust has been breached. Only 10 percent of users do not have a say about WhatsApp's new policies.

Commenting on the users reaction to WhatsApp's policies, Satya Mohanty, Head- Industry Consulting Group (ICG), CMR, said "When it comes to messaging with loved ones, or communicating with the world, WhatsApp has been the default choice. However, as our study findings point out, the current debate goes much beyond privacy-oriented consumers, with some even contemplating stopping their WhatsApp usage, and considering alternatives, such as Telegram or Signal. Consumer preference is being driven by word of mouth, as well as by the array of features the platform offers."

"We are at the cusp of a potential seminal shift in consumer's understanding and perspectives around privacy, security, and most importantly, brand trust. For consumers, WhatsApp was their own, free and intimate messaging platform. As WhatsApp eventually moves into much closer integration with the Facebook ecosystem from hereon, it risks an erosion in brand trust and brand loyalty both key determinants for enduring competitive market advantage," Prabhu Ram, Head- Industry Intelligence Group (IIG), CMR.

The study has also revealed that not Signal but Telegram is being preferred by the users who are looking to migrate from WhatsApp. Telegram has been chosen by over 41 percent of users as their messaging app while Signal, despite all the promises related to privacy, has been chosen by 35 percent of users.

"I believe the current shift in social networking-cum-messaging platforms is not transient. Driven by network effects, the emerging privacy-focused messaging alternatives can swiftly gain enduring traction. Our research points out that Telegram, in particular, has gained traction amongst users over the past year, much before the recent WhatsApp PR fiasco. While Signal has enjoyed a recent burst in its popularity, it has not been able to scale swiftly enough, and users have faced challenges with it, " Prabhu added.

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Tags: WhatsApp
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