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市场调查报告书
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1557272

社群媒体分析市场 – 2024 年至 2029 年预测

Social Media Analytics Market - Forecasts from 2024 to 2029
出版日期: | 出版商: Knowledge Sourcing Intelligence | 英文 135 Pages | 商品交期: 最快1-2个工作天内

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简介目录

社群媒体分析市场预计将从 2024 年的 126.84 亿美元成长到 2029 年的 266.80 亿美元，复合年增长率为 16.03%。

社群媒体分析累积并分析透过各种社群媒体平台（例如 Facebook、Instagram、Twitter、LinkedIn、YouTube 等）收集的资料，以支援商业决策或衡量行动绩效。这些分析不同于支援行销宣传活动的预览、转发、Google Analytics 和 LinkedIn 服务。

数位化程度的提高、政府有利政策对高速网路频宽的投资以及加速 5G 技术普及的投资预计将在未来几年推动组织对社交媒体分析的需求。社交聆听和社群媒体分析的概念可以监控各种管道的商机，正在被从中小型企业到大型企业的广泛公司采用。

最终用户的加速成长、市场参与企业之间的策略联盟、智慧型手机文化和社群媒体消费的活性化预计将成为市场扩张的驱动力。然而，政府对社群媒体平台及其管理的严格监管预计将成为市场成长的障碍。

社群媒体分析市场驱动因素

  • 5G的蓬勃发展预计将成为市场扩张的驱动力。

随着时间的推移，最新创新的范围也在扩大，提供了新的成长前景。在快速都市化和无线基础设施需求增加的推动下，对现代选项（尤其是 5G 网路和高速频宽）的投资正在增加。美国、中国、印度、日本、欧盟国家等主要经济体都在积极参与5G网路的扩容。

根据全球行动供应商协会《移动经济2024》预计，2023年中国5G用户渗透率预计将达45%， 用户年将达88%。同样，欧洲的5G订阅率将在2023年达到20%，并在2030年成长至81%。随着高速网路的普及，社群媒体消费规模也不断上升。

  • 智慧型手机消费的成长将刺激市场扩张。

快速的都市化和不断提高的生活水准增加了对现代电子设备的需求，包括智慧型手机，智慧型手机是浏览社交媒体平台的主要媒介。随着智慧型手机的普及，社群媒体的使用预计也会增加，从而推动各种分析解决方案的需求和使用。根据爱立信2024年6月行动报告，2024年第一季全球智慧型手机出货量成长6%。 2023年，全球智慧型手机用户数将达到69.3亿，比2022年的65.7亿成长5.48%。因此，到2029年，合约数量将达到81亿份。

  • 社群媒体消费的繁荣预计将加速市场扩张。

Facebook、Instagram 和 Twitter 等社群媒体平台是当今消费行为不可或缺的一部分。公司创建数位页面，透过向消费者提供特定产品或服务所需的最新资讯来激励消费者购买。

根据Banker 2023年9月的新闻稿，2022年，美国在社群媒体上衝动购买的产品上花费了约710亿美元，平均衝动购买金额达到754美元。此外，同一资讯来源还指出，千禧世代（27 至 42 岁）和 Z 世代（18 至 26 岁）社群媒体用户最有可能进行衝动购买。因此，透过提供最新的产品讯息，公司可以保持客户忠诚度。

社群媒体分析市场地理展望

  • 北美是最大的区域市场。

从地区来看，全球市场分为北美、南美、欧洲、中东和非洲以及亚太地区。由于技术的早期采用和基础设施的建立，预计北美地区将占据显着的市场占有率。此外，美国、加拿大和墨西哥的高网路普及率以及对 5G 技术的有利投资也有助于该地区的市场扩张。

根据加拿大网路调查，到2022年，15岁以上加拿大人的网路使用率从92%增加到95%。此外，根据墨西哥互联网协会的数据，该国网路用户在2022年将达到9,680万，比2021年每年增长93%。此外，市场主要参与企业的存在也支持了北美市场的成长。

印度、中国和印尼等主要新兴经济体的社群媒体平台使用率不断增加，社群媒体用户明显多于其他地区，并且快速采用更快、更便宜的互联网，这是推动市场发展的关键因素之一。亚太地区的合理成长率。根据印度网路和行动协会统计，2022年活跃网路使用者数为7.59亿，占总人口的59%。该协会进一步表示，预计到 2025 年这一数字将达到 9 亿。

社群媒体分析市场的主要发展

  • 2024年4月，Hootsuite宣布收购Talkwalker，这是一家以人工智慧为基础的社群聆听解决方案公司。这将使该公司能够增强与客户社交媒体关係相关的服务。
  • 2024 年 3 月，Sprout Social 的虚拟平台 The Arboretum 为社群媒体和行销专业人士推出了一项新的导师计画。该计划促进思想交流和品牌扩张，从而在快节奏的行业中专业地展现竞争优势。

社群媒体分析市场区隔分析如下：

按发展

  • 本地
  • 云

按最终用户

  • 零售
  • 媒体和娱乐
  • BFSI
  • 旅游/酒店业
  • 其他的

按地区

  • 北美洲
  • 美国
  • 加拿大
  • 墨西哥
  • 南美洲
  • 巴西
  • 阿根廷
  • 其他的
  • 欧洲
  • 德国
  • 法国
  • 英国
  • 西班牙
  • 义大利
  • 其他的
  • 中东 中东/非洲
  • 沙乌地阿拉伯
  • 阿拉伯聯合大公国
  • 以色列
  • 其他的
  • 亚太地区
  • 中国
  • 日本
  • 韩国
  • 印度
  • 台湾
  • 泰国
  • 印尼
  • 其他的

目录

第一章 简介

  • 市场概况
  • 市场定义
  • 调查范围
  • 市场区隔
  • 货币
  • 先决条件
  • 基准年和预测年时间表
  • 相关利益者的主要利益

第二章调查方法

  • 研究设计
  • 调查过程

第三章执行摘要

  • 主要发现

第四章市场动态

  • 市场驱动因素
  • 市场限制因素
  • 波特五力分析
  • 产业价值链分析
  • 分析师观点

第五章社群媒体分析市场：依发展划分

  • 介绍
  • 本地
  • 云

第 6 章 社群媒体分析市场：依最终用户划分

  • 介绍
  • 零售
  • 媒体和娱乐
  • BFSI
  • 旅游/酒店业
  • 其他的

第七章社群媒体分析市场：按地区

  • 介绍
  • 北美洲
    • 按发展
    • 按最终用户
    • 按国家/地区
  • 南美洲
    • 按发展
    • 按最终用户
    • 按国家/地区
  • 欧洲
    • 按发展
    • 按最终用户
    • 按国家/地区
  • 中东/非洲
    • 按发展
    • 按最终用户
    • 按国家/地区
  • 亚太地区
    • 按发展
    • 按最终用户
    • 按国家/地区

第八章竞争环境及分析

  • 主要企业及策略分析
  • 市场占有率分析
  • 合併、收购、协议和合作
  • 竞争对手仪表板

第九章 公司简介

  • SAS Institute Inc.
  • IBM Corporation
  • SAP
  • Oracle
  • NetBase Quid, Inc.
  • Adobe Inc.
  • Salesforce, Inc.
  • GoodData Corporation
  • Clarabridge
简介目录
Product Code: KSI061610520

The social media analytics market is projected to grow from US$12.684 billion in 2024 to US$26.680 billion in 2029 at a CAGR of 16.03%.

Social media analytics involves accumulating and analyzing data gathered through various social media platforms, namely Facebook, Instagram, Twitter, LinkedIn, and YouTube, among others, to support business decision-making and measure action performance. Such analytics differ from previews, retweets, and services that support marketing campaigns on Google Analytics or LinkedIn.

The growing digitization, investment in high-speed network bandwidth followed by favorable government policies, and investments to accelerate 5G technology access are anticipated to stimulate the demand for social media analytics by organizations in the coming years. Its concept of social listening and monitoring various channels for opportunities is driving its incorporation in enterprises both small & medium, and large.

Bolstering end-user growth, strategic collaborations among market players, and boosting smartphone culture and social media consumption are projected to drive market expansion. However, the stringent government regulations regarding social media platforms and their management are expected to act as an obstacle to market growth.

Social Media Analytics Market Drivers:

  • Booming 5G penetration is anticipated to drive the market expansion.

As time advances, the scope of modern innovations also increases, which provides new growth prospects. Investments in modern options, especially 5G networks and high-speed bandwidth, are on the rise, fuelled by rapid urbanization and growing demand for wireless infrastructure. Major economies, namely the United States, China, India, Japan, and EU nations, are actively participating in expanding their 5G networks.

As per Global Mobile Suppliers Association's "Mobile Economy 2024", in 2023, 5G subscriber penetration in China stood at 45%, and by 2030, the subscriber penetration is poised to reach up to 88%. Likewise, Europe's 5G subscription reached 20% in 2023 and will grow to 81% by 2030. With the growing high-speed internet adoption, the scale of social media consumption will also experience an upward trajectory, thereby providing more scope for enterprises to understand customer dynamics and plan their strategies accordingly.

  • Growing smartphone consumption will stimulate market expansion.

Rapid urbanization and improving living standards have increased the demand for modern electronic devices, such as smartphones, which constitute a major medium for surfing social media platforms. With the booming smartphone penetration, the prevalence of social media consumption is also expected to increase, thereby driving the demand for and usage of various analytics solutions. According to "Ericsson Mobility Report - June 2024", in Q1 of 2024, global smartphone shipment experienced a 6% increase. In 2023, the global smartphone subscription reached 6.93 billion, which signified a 5.48% growth over 2022's 6.57 billion subscriptions. Hence, by 2029, the subscription volume is set to reach 8.10 billion.

  • Booming social media consumption will accelerate the market expansion.

Social media platforms such as Facebook, Instagram, and Twitter are forming an integral part of today's consumer behavior. Companies are developing their digital pages that provide necessary updates regarding their specific products and services, which assist consumers in making purchase decisions.

According to the Banker's September 2023 press release, in 2022, Americans spent nearly US$71 billion on impulse buying of products they saw on social media, and the average impulse spending stood at US$754. The same sources further stated that millennials (aged 27 to 42 years) and Generation Z (18 to 26 years) social media users are most likely to engage in impulse buying. Hence, providing product updates enables companies to retain their customer loyalty.

Social Media Analytics Market Geographical Outlook

  • North America is the largest regional market.

Geographically, the global market has been segmented into North America, South America, Europe, the Middle East, Africa, and the Asia Pacific. The North American region is projected to hold a notable market share due to the early adoption of technology and well-established infrastructure. Moreover, the high internet penetration in the United States, Canada, and Mexico, followed by favorable investments in 5G technology, contributes to the regional market expansion.

According to the Canadian Internet Survey, in 2022, internet use among Canadians aged 15 years and older increased from 92% to 95%. Furthermore, as per the Mexican Internet Association, in 2022, there were 96.8 million internet users in the country, which signified a 93% annual increase over 2021. Additionally, the presence of key players in the market also supports market growth in North America.

The increasing penetration of social media platforms in major developing economies such as India, China, and Indonesia, coupled with a surge in the penetration of faster and cheaper internet along with a considerably larger number of social media users among other regions, is one of the key factors for the market to grow at a decent rate in the Asia Pacific region. According to the Internet and Mobile Association of India, in 2022, there were 759 million active Internet users, which represented 59% of the total population. The same source further stated that the number is expected to reach up to 900 million by 2025.

Social Media Analytics Market Key Developments

  • In April 2024, Hootsuite announced that it is set to acquire the AI-based social listening solution company Talkwalker. This will enable the former to bolster its services regarding social media relationships with its customers. The company will provide a social media performance engine to businesses that will turn decisions into actions on sight.
  • In March 2024, Sprout Social's virtual platform, The Arboretum, launched a new mentorship program for social media and marketing professionals. The program would facilitate the exchange of ideas and brand expansion, thereby providing professionals with a competitive advantage in a fast-paced industry.

The Social Media Analytics market is segmented and analyzed as follows:

By Deployment

  • On-premise
  • Cloud

By End-User

  • Retail
  • Media and Entertainment
  • BFSI
  • Travel and Hospitality
  • Others

By Geography

  • North America
  • USA
  • Canada
  • Mexico
  • South America
  • Brazil
  • Argentina
  • Others
  • Europe
  • Germany
  • France
  • United Kingdom
  • Spain
  • Italy
  • Others
  • Middle East and Africa
  • Saudi Arabia
  • UAE
  • Israel
  • Others
  • Asia Pacific
  • China
  • Japan
  • South Korea
  • India
  • Taiwan
  • Thailand
  • Indonesia
  • Others

TABLE OF CONTENTS

1. INTRODUCTION

  • 1.1. Market Overview
  • 1.2. Market Definition
  • 1.3. Scope of the Study
  • 1.4. Market Segmentation
  • 1.5. Currency
  • 1.6. Assumptions
  • 1.7. Base and Forecast Years Timeline
  • 1.8. Key Benefits for the Stakeholder

2. RESEARCH METHODOLOGY

  • 2.1. Research Design
  • 2.2. Research Processes

3. EXECUTIVE SUMMARY

  • 3.1. Key Findings

4. MARKET DYNAMICS

  • 4.1. Market Drivers
  • 4.2. Market Restraints
  • 4.3. Porter's Five Forces Analysis
    • 4.3.1. Bargaining Power of Suppliers
    • 4.3.2. Bargaining Power of Buyers
    • 4.3.3. Threat of New Entrants
    • 4.3.4. Threat of Substitutes
    • 4.3.5. Competitive Rivalry in the Industry
  • 4.4. Industry Value Chain Analysis
  • 4.5. Analyst View

5. SOCIAL MEDIA ANALYTICS MARKET BY DEPLOYMENT

  • 5.1. Introduction
  • 5.2. On-Premise
  • 5.3. Cloud

6. SOCIAL MEDIA ANALYTICS MARKET BY END-USER

  • 6.1. Introduction
  • 6.2. Retail
  • 6.3. Media & Entertainment
  • 6.4. BFSI
  • 6.5. Travel & Hospitality
  • 6.6. Others

7. SOCIAL MEDIA ANALYTICS MARKET BY GEOGRAPHY

  • 7.1. Introduction
  • 7.2. North America
    • 7.2.1. By Deployment
    • 7.2.2. By End-User
    • 7.2.3. By Country
      • 7.2.3.1. USA
      • 7.2.3.2. Canada
      • 7.2.3.3. Mexico
  • 7.3. South America
    • 7.3.1. By Deployment
    • 7.3.2. By End-User
    • 7.3.3. By Country
      • 7.3.3.1. Brazil
      • 7.3.3.2. Argentina
      • 7.3.3.3. Others
  • 7.4. Europe
    • 7.4.1. By Deployment
    • 7.4.2. By End-User
    • 7.4.3. By Country
      • 7.4.3.1. Germany
      • 7.4.3.2. France
      • 7.4.3.3. United Kingdom
      • 7.4.3.4. Spain
      • 7.4.3.5. Italy
      • 7.4.3.6. Others
  • 7.5. Middle East and Africa
    • 7.5.1. By Deployment
    • 7.5.2. By End-User
    • 7.5.3. By Country
      • 7.5.3.1. Saudi Arabia
      • 7.5.3.2. UAE
      • 7.5.3.3. Israel
      • 7.5.3.4. Others
  • 7.6. Asia Pacific
    • 7.6.1. By Deployment
    • 7.6.2. By End-User
    • 7.6.3. By Country
      • 7.6.3.1. China
      • 7.6.3.2. Japan
      • 7.6.3.3. South Korea
      • 7.6.3.4. India
      • 7.6.3.5. Taiwan
      • 7.6.3.6. Thailand
      • 7.6.3.7. Indonesia
      • 7.6.3.8. Others

8. COMPETITIVE ENVIRONMENT AND ANALYSIS

  • 8.1. Major Players and Strategy Analysis
  • 8.2. Market Share Analysis
  • 8.3. Mergers, Acquisitions, Agreements, and Collaborations
  • 8.4. Competitive Dashboard

9. COMPANY PROFILES

  • 9.1. SAS Institute Inc.
  • 9.2. IBM Corporation
  • 9.3. SAP
  • 9.4. Oracle
  • 9.5. NetBase Quid, Inc.
  • 9.6. Adobe Inc.
  • 9.7. Salesforce, Inc.
  • 9.8. GoodData Corporation
  • 9.9. Clarabridge