Which digital channel has the brightest future for business?

Shift 2016, a conference held in San Francisco that focuses on digital disruptions in various industries, invited M&C Saatchi Mobile’s very own VP of Strategy, Gabriel Cheng, to defend mobile’s future.
Gabriel Cheng had five minutes to explain the fundamentals of mobile strategy, its opportunities for business growth and it’s advantages versus other digital platforms such as email, video, social media and augmented reality.
Here is a short summary of the most important strengths of mobile as well as it’s competitors so that you can decide for yourself which platform has the best future.

Social Media
With large consumer platforms such as Facebook (1.59 billion active users), Instagram (400 million active users) or Twitter (320 million active users) one could argue that social media is the place to be for all businesses in 2017. Consumer presence on these platforms is evident however is this the most appropriate platform to interact with and engage consumers?
According to Global Web Index Q1 2016, 44% of Instagram users tend to buy the brands they see advertised on Instagram meaning that brands have already been able to engage with consumers