What is a key advantage of in-app messaging compared to push notifications?

In-app messaging provides a significant advantage because it engages users while they are already active within the application. This immediate context enhances the likelihood of user interaction, as they do not need to switch applications or interrupt their current activity. This can lead to higher engagement rates and a more seamless user experience, as the message is presented at a relevant moment when the user is most likely to pay attention.

Other options describe characteristics that do not contribute positively to the advantages of in-app messaging. For instance, requiring an internet connection is not unique to in-app messaging, since push notifications also depend on connectivity for delivery. Additionally, the idea that messages can only be sent to premium users is inaccurate as in-app messaging can be targeted toward all users. Lastly, the ability to contain images or videos is a feature of in-app messaging, contrary to the assertion made in the fourth choice.