Communication platform WhatsApp is dominating the local scene among businesses, with 64 per cent of enterprises using it for messaging purposes either via mobile broadband (3G, 4G, or 5G) and/or fixed broadband.
This figure was published by the Malta Communications Authority as part of its latest ‘Business Perceptions Survey‘ on electronic communications services.
Throughout the years, WhatsApp has garnered widespread popularity in Malta, especially within workplaces. Some businesses opt to use it as a means of communication between colleagues for quick updates, eliminating the formality of emails.
In general, 80 per cent of respondents noted that they make use of over-the-top (OTT) services, applications that deliver streamed content through inter-connected devices, such as WhatsApp, Microsoft Teams, Messenger, Facebook, Instagram and YouTube.
Out of the majority of users, 70 per cent highlighted that they make daily use of these services. Almost all businesses (93 per cent) use such services for messaging purposes.
After WhatsApp, the most popular OTT platforms are Microsoft Teams and Messenger. However, it should be noted that popularity changes depending on the use of the service.
For instance, for voice communication (either via phone calls or voice messaging), WhatsApp led the way with 52 per cent, followed by Microsoft Teams (23 per cent) and Messenger (14 per cent).
On the other hand, in terms of messaging and chatting, Messenger came in second after WhatsApp at 27 per cent while only eight per cent make use of Microsoft Teams in this manner.
Interestingly, the survey noted that for video, audio or TV content, both Facebook (59 per cent) and Instagram (27 per cent) reigned supreme over YouTube.
In general, the majority (50 per cent) agreed that they are highly satisfied with OTT services. Only seven per cent of businesses highlighted that they are indifferent and one per cent shared dissatisfaction.
The use of OTT platforms was further highlighted when businesses were asked about reasons behind mobile broadband use. In general, 264 business respondents make use of mobile broadband.
MCA surveys over the years indicate that email popularity keeps decreasing. This was the case in the 2024 survey as 81 per cent of business respondents check or write emails. This marks a nine per cent decrease compared to 2021 figures and an 11 per cent decrease compared to 2016 figures.
On the other hand, OTT-based interpersonal communication skyrocketed to 75 per cent in 2024, in comparison to 2021’s 69 per cent and 2016’s figure (zero per cent).
About the survey
The survey focused on micro, small, medium and large enterprises. In total, 400 survey respondents were phoned between January and February 2024. This included 220 micro-enterprises, 104 small businesses, 52 medium-sized businesses and 24 large businesses.
The majority of the surveyed businesses were part of the wholesale and retail industry followed by the professional, scientific and technical activities industry.
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