Key findings:

  • Digital messaging apps lead on being simple and familiar to use (60%), compared with SMS (46%) and built-in messaging (39%). 
  • They are also seen as most widely compatible (61%), vs. 39% for SMS and 34% for built-in messaging.
  • 63% say digital messaging apps are free or low-cost, and 56% say using them is a habit.

Messaging now plays a stronger role in Brits’ daily lives – influencing how people stay in touch. As explored in YouGov’s latest research, digital messaging is shaping the communication landscape, while newer behaviours, such as the use of AI, are beginning to emerge.

Building on this, we look at why Brits choose different messaging services, and what makes them stand out from alternatives like SMS and built-in messaging.

Digital messaging apps stand out for their ease and familiarity. Six in ten Britons (60%) say apps such as WhatsApp, Instagram DMs, and Facebook Messenger are simple and familiar to use, higher than SMS (46%) and built-in messaging services (39%). They are also more likely to be seen as working with most people (61%), compared with 39% for SMS and 34% for built-in messaging services.

Digital messaging apps also provide users with the distinct advantage of enabling communication internationally (52%). A quarter (26%) say this is true for built-in messaging and 20% say this about SMS.

Cost and habit further reinforce their use. Around 63% say messaging apps are free or low-cost, while 56% say using them is simply a habit. They also offer more functionality: 64% say they are better for sharing photos and videos, 59% say group chats are easier to manage, and 52% say they provide features they use often, such as reactions or voice notes.

However, other communication methods still play important roles in specific situations. SMS is more likely to be used for quick or one-off messages (45%) and when no additional apps are required (41%). Built-in messaging services also perform relatively well on simplicity and quick communication (39%).

Overall, while digital messaging apps dominate across most measures, other formats continue to serve distinct purposes depending on the context of communication.

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Methodology:

YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 25-26 March 2026, with a nationally representative sample of 2,312 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.

Picture credit: Getty Images

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