Why use WhatsApp? college graduates answers in Mexico, a personal mass communication proposal

Abstract The way in which the communication process is carried out has evolved over time, as has our ability to adapt to it and use it as one more tool of our natural way of relating every day. This study seeks to analyze how individuals from Mexico value the use of WhatsApp (WA), by age and gender, as well as the time and reasons that lead them to use the mobile instant messaging (MIM) application. The method used is applied research, of a field and descriptive mode, using the following methods: analytic-synthetic and deductive theoretical. The research techniques used were bibliographic, surveys and structured interviews, applied to a sample of 237 WA users in Mexico. The results were analyzed with the SPSS and ATLAS packages. The analysis and interpretation of the information allows for identifying that WA’s most valued characteristics are its function as a mean of communication, its speed, and ease of use. The least valued attributes are junk information, distraction and seeing it as a waste of time. In addition, the younger people are, the more time they spend using WA. In addition, the study presents an Axiological and Teleological model of WA as perceived by users, as well as a Personal Mass Communication Model. Understanding that WA is valued as a fast and easy-to-use personal mass communication means allows groups, companies and organizations, including MIM applications, to use it as a channel of information to establish contact and send messages that generate direct interpersonal relationships with those groups that they intend to reach.