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市场调查报告书
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1431005

全球社交网路：市场占有率分析、产业趋势与统计、成长预测（2024-2029）

Global Social Networking - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

预计2024年全球社交网路市场规模为814.2亿美元，预计到2029年将达到1,792.2亿美元，复合年增长率预计将成长17.09%。

全球社交网路市场

社交网路/通讯网站是线上平台，使用者可以在其中与具有相似个人或职业兴趣、爱好、背景或现实生活联繫的其他人建立社交网路和社交关係。

主要亮点

  • 社群网站市场正以惊人的速度成长。需求的增加是由于它在所有年龄层而不仅仅是千禧世代中广泛普及。此外，由于企业使用社群媒体进行行销的需求不断增加，社群媒体也出现了显着增长。
  • 据 Business of Apps 称，到 2021 年，通讯程式的使用人数将超过 30 亿，使其成为最受欢迎的应用程式之一。在大多数情况下，行动电子邮件仅限于 Facebook 和 WhatsApp。超过 25 亿人使用这两个平台之一，在某些市场，这两个应用程式控制着 90% 以上的市场。
  • 2021 年，WhatsApp 的下载量最高，但整体下载量低于 2020 年。与去年相比，只有 Telegram 和 Signal 的下载量有所增加。儘管 Facebook Messenger 迄今为止最受美国用户欢迎，但下载量两年来一直在下降。苹果的 iMessage 在美国同样很受欢迎，并且对 iPhone 的锁定度很高，因为它只能在 iOS 上使用。儘管如此，您仍无法追踪此应用程式的会话。
  • 此外，随着社群网路平台提供的资料呈指数级增长，企业越来越依赖客户资料来做出行销和与客户相关的选择。在当今的商业环境中，透过这些网路平台进行的分析被广泛视为重要的业务和行销工具。世界各地的企业都在采用社群媒体分析来深入了解消费者态度并改善其服务和产品系列。
  • 在社会孤立和与他人接触有限的时期，社群媒体已成为重要的沟通平台。社群媒体平台旨在将人们聚集在一起，随着每个人在大流行期间保持联繫，社群媒体平台的使用量将显着增加。据加拿大心理健康协会称，由于许多人被要求留在家里，他们开始利用社交媒体来维持人际关係并透过娱乐来消磨时间。例如，根据 Facebook 分析团队的数据，过去一个月，在受新冠肺炎 (COVID-19) 疫情影响最严重的国家/地区，整体通讯增加了 50% 以上。在这些地区，透过 WhatsApp 和 Messenger 进行的语音和视讯通话数量增加了一倍以上。

社群网路市场趋势

电子商务平台的增加预计将推动市场

  • 用于各种目的的电子商务平台的激增推动了社交网路平台市场的成长。社群媒体企业寻求透过将其平台用于商品和服务的电子商务来增加收益。这可能是因为互联网和智慧型手机的使用增加使客户更容易接受电子商务和线上购买。
  • 2021年，Instagram预计将产生476亿美元的收益，占Facebook总收入的近一半。 Instagram 是全球第四大最受欢迎的社交媒体应用程序，每月有超过 20 亿人使用它。 Instagram 的大部分收入来自社群媒体广告和线上购买。
  • 根据 Backlinko 的数据，2021 年 Facebook 的每月有效用户约为 28.5 亿。该平台拥有 17 年的历史，拥有很大的发展空间并吸引世界各地的新受众。 2020 年疫情期间，Facebook Shops推出，帮助小型企业上线并创建可购物商店。 Facebook Shops 适合行动设备，免费，允许使用者汇入现有产品目录或在网站上推出新产品目录。
  • 作为社交商务领域的新秀，TikTok 已不仅仅是一款短影片共用软体。 TikTok 是目前值得关注的社群商务平台，拥有可购物的贴文、直播购物功能和影响力行销前景。产品广告在用户的 For You 提要中显示原生影片，此前曾强调 TikTok 的社交商务功能。用户可以点击每个广告下方的「立即购买」按钮，直接前往卖家的电子商务网站完成购买。
  • 在 Pinterest 上，大多数人更关心内容而不是创作者。与 Instagram 和 Facebook 等网站不同，在 Pinterest 上，用户和品牌的影响力更为重要，零售商可以专注于创造出色的产品，而不是建立品牌。是的。每週 77% 的 Pinterest 用户发现新产品和品牌。

亚太地区是成长最快的市场

  • 社群媒体在亚太地区广泛使用。根据专门从事日本线上广告的数位行销服务公司DFMA（亚洲数位行销）统计，亚太地区占了全球独立社群媒体访客的大部分，占全球受众的64%。
  • 该国的社交媒体场景截然不同，一些西方最受欢迎的平台，如 Facebook、YouTube 和 Twitter，在中国被封锁。据腾讯称，微信是最受欢迎的，每月有效用户超过 12 亿。微信是一款一体化通讯软体，提供付款、新闻推播、预约、送餐等功能。
  • 新浪微博，被称为中国的Twitter，也是受欢迎的平台。根据中国网路观察报道，微博网路每月有效用户约5.6亿。此外，与 Twitter 一样，也有字元数限制。
  • 印度有 4.48 亿社群媒体用户，约占全国总人口的 32%。他们中的大多数（4.45 亿人/99.5%）透过行动电话存取社群媒体。根据 DataReportal 的数据，最受欢迎的平台是 Facebook、Youtube、Whatsapp 和 Instagram。
  • 根据谷歌统计，2021 年 5 月，印度有超过 2000 万人在电视上观看 YouTube影片，与前一年同期比较增长 45%。据谷歌旗下平台称，越来越多的 YouTube 访客选择观看印地语、泰米尔语和泰卢固语等印度语言。

社群网路产业概述

由于各公司采取不同的竞争策略，全球社群网路市场变得支离破碎。全球社交网路平台市场的公司正在采取各种成长方式，以获得相对于该行业竞争对手的竞争优势。

  • 2022 年 2 月 - 美国前总统唐纳德·川普声称要“对抗大型科技公司”，反对 Twitter 和 Facebook 等阻止他使用其平台的公司，并推出社交网络计划“TRUTH Social”。
  • 2022 年 4 月 - Twitter, Inc. 宣布已签订最终协议，将由伊隆马斯克完全控制的一家公司以每股 54.20 美元现金（约 440 亿美元）收购。收购完成后，Twitter将成为私人公司。

其他福利：

  • Excel 格式的市场预测 (ME) 表
  • 3 个月分析师支持

目录

第一章简介

  • 研究假设和市场定义

第二章调查方法

第三章执行摘要

第四章市场洞察

  • 市场概况
  • 产业吸引力－波特五力分析
    • 供应商的议价能力
    • 买家/消费者的议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争公司之间敌对关係的强度
  • COVID-19对国内付款市场的影响

第五章市场动态

  • 市场驱动因素
  • 市场挑战
  • 关键案例和使用案例分析

第六章市场区隔

  • 按类型
    • 广告
    • 应用程式内收费
    • 付费应用程式
  • 按商店
    • Apple
    • Google
  • 按地区
    • 北美洲
    • 欧洲
    • 亚太地区
    • 中东/非洲

第七章 竞争形势

  • Meta（Facebook, WhatsApp, Instagram）
  • Alphabet Corporation（YouTube）
  • Byte Dance Ltd.（Tik Tok）
  • Twitter
  • Snapchat
  • Pinterest
  • Reddit Inc.
  • Quora
  • Tencent（WeChat）

第八章投资分析

第九章 市场未来展望

简介目录
Product Code: 91179

The Global Social Networking Market size is estimated at USD 81.42 billion in 2024, and is expected to reach USD 179.22 billion by 2029, growing at a CAGR of 17.09% during the forecast period (2024-2029).

Global Social Networking - Market

A social networking/messaging site is an online platform where users create social networks or social relationships with others with similar personal or professional interests, hobbies, backgrounds, or real-life connections.

Key Highlights

  • The market for social networking sites has been growing at a breakneck pace. The increase in demand is not solely attributed to millennials but also widespread adoption by people of all ages. Furthermore, social networking sites have increased significantly due to increased demand from businesses that use the platforms for marketing purposes.
  • According to Business of Apps, messaging apps will be used by over three billion people in 2021, making them one of the most popular app kinds. For the most part, mobile texting is limited to Facebook and WhatsApp. Over 2.5 billion individuals use one of these two platforms; in some markets, the two applications account for over 90% of the market.
  • In 2021, WhatsApp had the most downloads, but its overall downloads were down from 2020. Only Telegram and Signal saw an increase in downloads this year compared to the previous year. Facebook Messenger has seen a two-year decline in downloads, despite being the clear favorite among US users. Because it is only accessible on iOS, Apple's iMessage is similarly popular in the country, with high levels of iPhone lock-in. Still, we are unable to track sessions for the app.
  • Furthermore, due to the exponential growth of data provided by social networking platforms, businesses are increasingly relying on customer data to make marketing and customer-related choices. In today's commercial environment, analytics performed through these networking platforms is widely regarded as an important business and marketing tool. Businesses worldwide are embracing social media analytics to acquire meaningful insights into consumer attitudes and improve their services and product portfolio.
  • Social media became a crucial platform for communication during social isolation and restricted contact with others. Social media platforms are designed to bring people together, and keeping everyone in touch during the pandemic significantly increases usage. According to the Canadian Mental Health Association, since many people are asked to stay at home, they have turned to social media to keep up their relationships and access entertainment to pass the time. For instance, overall messaging has increased by more than 50% over the past month in nations severely hit by the COVID-19 outbreak, according to Facebook's analytics team. In those areas, voice and video calls on WhatsApp and Messenger have more than doubled.

Social Networking Market Trends

Increasing e-commerce platforms are expected to drive the Market

  • The increasing number of e-commerce platforms that use these platforms for various purposes is fueling the expansion of the social networking platforms market. Social media businesses are making their platforms available for electronic commerce of goods and services to increase revenue. This can be ascribed to customers' rising acceptance of e-commerce and online buying due to increased internet and smartphone usage.
  • In 2021, an estimated Instagram generated USD 47.6 billion in revenue, accounting for nearly half of Facebook's total income. Instagram is the world's fourth most popular social media app, with over two billion individuals using it monthly. Instagram makes most of its money from social media advertising and online purchasing.
  • According to Backlinko, Facebook had almost 2.85 billion monthly active users in 2021. The 17-year-old platform has a lot of room to grow and reach new audiences worldwide. During the pandemic in 2020, Facebook Shops was launched to assist small and medium-sized companies in moving online and creating shoppable shops. Facebook Shops is mobile-friendly and free and allows users to import an existing product catalog or establish a new one on the site.
  • TikTok, a newcomer to social commerce, is becoming far more than a short-form video-sharing software. TikTok is a social commerce platform worth noticing now that it has shoppable posts, live stream shopping features, and influencer marketing prospects. Product adverts that display native videos on users' For You feeds have emphasized TikTok's social commerce capabilities thus far. Users can tap the "Shop Now" button underneath each advertisement to be taken directly to the merchant's e-commerce site to finish their purchase.
  • Most people are more concerned with the content than the creator on Pinterest. Unlike sites like Instagram and Facebook, where the user or brand's impact may be more important, Pinterest allows retailers to focus more on creating amazing products and less on establishing their brand. 77% of weekly Pinterest users have discovered a new product or brand.

Asia Pacific Account for fastest growing Market

  • In the Asia-Pacific region, social media is widely used. According to DFMA (Digital Marketing for Asia), a digital marketing services company specializing in online advertising in Japan, the Asia-Pacific area accounts for the bulk of unique social media visitors worldwide, accounting for 64% of the global audience.
  • Because several of the most popular Western platforms, such as Facebook, YouTube, and Twitter, are blocked in China, the social media scene in this nation is rather different. According to Tencent, WeChat is the most popular, with over 1.2 billion monthly active users. It's an all-in-one messaging software that offers payment, a news feed, bookings, food delivery, and other features.
  • Sina Weibo, dubbed the "Twitter of China," is another popular platform. According to China Internet Watch, this microblogging network has approximately 560 million monthly active users. It also has a character restriction, much like Twitter.
  • India has 448 million social media users or around 32% of the country's total population. Most of these (445 million/99.5%) use their mobile phones to access social media. According to DataReportal, the most popular platforms are Facebook, Youtube, Whatsapp, and Instagram.
  • According to Google, more than 20 million individuals in India watched YouTube videos on their TV screens in May 2021, up 45 percent yearly, indicating that users increasingly prefer to watch videos on the platform from their living rooms. According to the Google-owned platform, a growing proportion of YouTube visitors choose to watch material in Indian languages such as Hindi, Tamil, Telugu, and others.

Social Networking Industry Overview

The global social networking market is fragmented as the companies are involved in various competitive strategies. Firms in the global social networking platforms market employ different growth methods to acquire a competitive advantage over their competitors in this industry.

  • February 2022 - Former US President Donald Trump has launched TRUTH Social, a social networking program that he claims would "stand up to Big Tech" firms like Twitter and Facebook, which have prevented him from using their platforms.
  • April 2022 - Twitter, Inc. stated that it had reached a definitive agreement to be bought by an entity controlled entirely by Elon Musk for USD 54.20 per share in cash, in a deal worth approximately USD 44 billion. Twitter will become a privately held firm after the acquisition is completed.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definitions

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness-Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Buyers/Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Impact of COVID-19 on the payments market in the country

5 MARKET DYNAMICS

  • 5.1 Market Drivers
  • 5.2 Market Challenges
  • 5.3 Analysis of major case studies and use-cases

6 Market Segmentation

  • 6.1 By Type
    • 6.1.1 Advertising
    • 6.1.2 In-App Purchase
    • 6.1.3 Paid Apps
  • 6.2 By Store
    • 6.2.1 Apple
    • 6.2.2 Google
  • 6.3 By Geography
    • 6.3.1 North America
    • 6.3.2 Europe
    • 6.3.3 Asia-Pacific
    • 6.3.4 Middle-East and Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Meta (Facebook, WhatsApp, Instagram)
  • 7.2 Alphabet Corporation (YouTube)
  • 7.3 Byte Dance Ltd. (Tik Tok)
  • 7.4 Twitter
  • 7.5 Snapchat
  • 7.6 Pinterest
  • 7.7 Reddit Inc.
  • 7.8 Quora
  • 7.9 Tencent (WeChat)

8 Investment Analysis

9 Future Outlook of the Market