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市场调查报告书
商品编码
1640459

社群媒体分析 -市场占有率分析、产业趋势与统计、成长预测（2025-2030）

Social Media Analytics - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 125 Pages | 商品交期: 2-3个工作天内

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简介目录

社群媒体分析市场规模在 2025 年估计为 74.4 亿美元，预计到 2030 年将达到 218.1 亿美元，预测期内（2025-2030 年）的复合年增长率为 24%。

社群媒体分析-市场-IMG1

社群媒体分析被广泛认为是当前商业环境中重要的商业行销工具。世界各地的企业都在使用社群媒体分析来获得有关消费者看法的可行见解，并改善他们的服务和产品系列。

关键亮点

  • 可上网的行动电话和平板电脑的兴起，以及社交媒体平台用户数量的增加，正在推动预测期内社交媒体分析市场的成长。
  • 日益进步的技术可以为多种成长机会铺平道路，使世界各地的中小型组织更容易使用社交分析工具。
  • 对消费者回馈的重视程度不断提高以及其在市场上的议价能力不断增强，推动了对社交分析工具的需求。如今，消费者可以透过社群媒体平台接触到他们，这使得社群媒体分析工具对于全球企业来说变得更加必要。
  • Facebook表示，截至2022年第二季度，每月有效用户数为29.3亿。事实上，Twitter 表示每天发送的推文超过 8 亿条，证实了该社群媒体网路在全球的渗透率日益提高。
  • 市场正在发生多项策略发展。例如，2021 年 4 月，Meltwater 收购了 Linkfluence，以增强其人工智慧主导的社群媒体分析能力。 Linkfluence 是一家法国的 SaaS 公司，它利用人工智慧来改进其社交媒体智慧平台以获取消费者洞察。此次收购使 Meltwater 能够透过社交聆听和分析为全球企业提供人工智慧驱动的消费者洞察。
  • 由于需要付出巨大的努力和具备高超的技术技能，社群媒体分析组织在分析过程中存在不一致的情况。此外，资料分析和客製化非常耗时且具有挑战性。这对整个社群媒体分析产业的发展造成了重大阻碍。
  • 由于网路购物和电子商务的增加，COVID-19 疫情对该行业产生了重大影响。例如，在 COVID 期间，IBM 和 Influential 推出了社交定位解决方案（支援 AI），以帮助企业识别值得信赖的社交影响者。这表明，即使在疫情之后，自然语言处理、人工智慧、机器学习和扩增实境等技术的使用也显着增长，从而推动了市场成长。

社群媒体分析市场趋势

更重视有针对性的行销和竞争情报

  • 传统广告宣传的效果不断下降以及社群媒体的使用日益增多，促使企业在行销策略中采用更资料驱动的方法。社群媒体分析的出现彻底改变了当今行销宣传活动的策划和执行方式。
  • 在新冠疫情期间，许多政府、医院和公共组织利用社群媒体管道提高人们对疫情的认识并与公众建立联繫。这些分析方法正在被用来分析和评估疫情情势。
  • Facebook 等社交网路已经意识到定向广告的重要性，为企业提供付费解决方案，提供消费者位置、人口统计和终端设备信息，帮助企业精准支出。
  • 酒店、零售、旅游和其他行业越来越多地采用云端基础的、人工智慧的社交媒体分析解决方案将有助于推动市场扩张。基于人工智慧的分析服务在世界各地变得越来越普及和流行
  • 2022 年，我们可能会看到更多品牌加强线上客户服务，甚至转向 WhatsApp 和 Messenger 等新平台，这些平台可能会提供更有效的技术，让客户服务在线上蓬勃发展。

北美占主要份额

  • 在预测期内，由于社群媒体用户数量的增加，预计北美将占据全球市场的大部分份额。该地区的企业正在利用社群媒体来改善消费者体验。大多数企业透过监控用户参与度和线上活动来优化社​​群媒体资料的优势。
  • 2022 年，Facebook 在美国和加拿大的每月有效用户数为 2.64 亿。美国约有69%的人使用Facebook，其中23.6%的人年龄在24岁至34岁之间。美国平均每月在 Facebook 上花费 16.1 小时。
  • 然而，儘管 Facebook 无所不在，其他社群网站的市场份额也在不断扩大，尤其是在青少年和年轻人中。 Instagram 和 Snapchat 在美国年轻网路用户中的受欢迎程度持续成长。
  • 由于社群媒体参与者众多，亚马逊、IBM 和甲骨文等公司都采用了社群媒体分析来产生洞察力并更好地了解消费者指南，从而为业务和策略决策提供资讯。
  • 2022 年 3 月，Brandwatch 收购了影响力行销平台 Paladin。透过此次收购，Brandwatch 扩大了其产品组合併进一步增强了其影响力行销能力。它还可以帮助品牌与客户建立重要的联繫。 Paladin 平台提供跨全球主要社群媒体平台的影响力发现、宣传活动管理和报告。

社群媒体分析产业概览

社群媒体分析市场竞争激烈，参与企业众多，因此市场相对分散。在所研究的市场中，活跃着几家专注于特定垂直市场的参与企业，以及仅提供监控工具的参与企业。大多数主要企业都提供具有广泛功能的综合解决方案。然而，小众市场参与企业正在开发新的功能。例如，Dataroma 开发了一个即时分析平台，可以发现最佳化机会。这些新兴市场的发展为透过併购进行整合提供了充足的空间。各公司也利用策略合作计画来增加市场占有率并提高盈利。

2022 年 2 月，Qualtrics 宣布推出 XM Discover，它使用 Clarabridge 技术帮助公司更了解他们的客户。 XM Discover 由人工智慧和机器学习提供支持，使企业能够将来自结构化和非结构化资料来源（包括聊天、社交媒体贴文和评论网站）的输入整合到单一平台上。

其他福利

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

目录

第 1 章 简介

  • 研究假设和市场定义
  • 研究范围

第二章调查方法

第三章执行摘要

第四章 市场动态

  • 市场概况
  • 产业价值链分析
  • 产业吸引力-波特五力分析
    • 供应商的议价能力
    • 消费者议价能力
    • 新进入者的威胁
    • 竞争对手之间的竞争
    • 替代品的威胁
  • COVID-19 市场影响
  • 市场驱动因素
    • 社群媒体用户数量呈指数级增长
    • 更重视有针对性的行销和竞争情报
  • 市场限制
    • 资料和安全问题

第五章 市场区隔

  • 按类型
    • 软体（SaaS 和本地）
    • 服务（专业、主机）
  • 按模组
    • 社群媒体监控与追踪
    • 社群媒体测量/监听与分析
  • 按最终用户产业
    • 媒体与娱乐
    • 资讯科技/通讯
    • BFSI
    • 零售（含电子商务）
    • 旅游与饭店
    • 其他终端使用者产业（医疗保健、公共服务等）
  • 按地区
    • 北美洲
    • 欧洲
    • 亚太地区
    • 拉丁美洲
    • 中东和非洲

第六章 竞争格局

  • 公司简介
    • Sprinklr
    • Synthesio
    • BrandWatch（Crimson Hexagon）
    • Oracle Corporation
    • NetBase Solutions Inc.
    • Meltwater（Sysomos Inc.）
    • Talkwalker
    • Sprout Social
    • Digimind Social
    • Brand24

第七章投资分析

第 8 章：市场的未来

简介目录
Product Code: 53219

The Social Media Analytics Market size is estimated at USD 7.44 billion in 2025, and is expected to reach USD 21.81 billion by 2030, at a CAGR of 24% during the forecast period (2025-2030).

Social Media Analytics - Market - IMG1

Social media analytics is widely considered a significant business and marketing tool in the present-day business scenario. To gain actionable insights into consumer perceptions and improve their services and product portfolio, businesses worldwide use social media analytics.

Key Highlights

  • The rise of mobile phones and tablets with access to the internet, coupled with the ever-growing user volume on social media platforms, is boosting the growth of the social media analytics market over the forecast period.
  • Incremental technological advancements may pave the way for several growth opportunities by making social analytics tools more accessible to small/medium-scale organizations worldwide.
  • The demand for social analytics tools has been bolstered by the increased emphasis on consumer feedback, as they exhibit greater bargaining power in the market. Currently, the consumer is accessible through social media platforms, further reinforcing the need for social media analytics tools for enterprises globally.
  • According to Facebook, it had 2.93 billion active monthly users as of the second quarter of 2022. In fact, Twitter stated that more than 800 million tweets are sent each day, reinstating the growing penetration of social media networks at a global level.
  • Several strategic developments are taking place in the market. For instance, in April 2021, Meltwater acquired Linkfluence to increase AI-driven social media analytics. Linkfluence is a SaaS company based in France that employs artificial intelligence to improve social media intelligence platforms for consumer insights. Through this acquisition, Meltwater can deliver AI-enabled consumer insights to global companies through social listening and analytics.
  • Due to the high installation effort and the demand for critical technical skills, social media analytics organizations suffer discrepancies in analytical processes. Furthermore, data analysis and customization are both time-consuming and challenging. This is a significant obstacle to the overall growth of the social media analytics industry.
  • The COVID-19 pandemic significantly impacted the industry due to increased online shopping and e-commerce. During COVID times, for example, IBM and Influential announced a social targeting solution (AI-enabled) to assist companies in identifying credible social influencers. That shows even after the pandemic, there is a significant growth in the usage of technologies like natural language processing, artificial intelligence, machine learning, and augmented reality, boosting the market growth.

Social Media Analytics Market Trends

Increased Emphasis on Targeted Marketing and Competitive Intelligence

  • A steady decline in the effectiveness of traditional advertising campaigns and rising social media usage has prompted businesses to adopt a more data-oriented approach to their marketing strategies. The emergence of social media analytics has transformed how marketing campaigns are planned and carried out in the present day.
  • During the COVID outbreak, numerous governments, hospitals, and public authorities used social media channels to raise awareness about the pandemic and connect with the public. These analytical methods are used to analyze and evaluate the pandemic condition.
  • Social networks, such as Facebook, have realized the importance of targeted advertising that they offer through paid solutions to businesses, wherein location, demographics, and end-device information of consumers are made available for businesses to reach out to the targeted section of consumers.
  • Rising usage of cloud-based and AI-powered social media analytics solutions in hospitality, retail, travel, and other industries will boost market expansion. AI-based analytics services are becoming more popular and prevalent across the globe.
  • In 2022, more brands may strengthen their online customer service practices and even move to new platforms that may potentially offer more effective technology for customer service to thrive online, such as WhatsApp and Messenger.

North America to Hold Major Share

  • During the forecast period, North America is anticipated to have a substantial market share in the global market due to the growing number of social media subscribers in the region. Companies in this region use social media to improve the consumer experience. Most organizations optimize the benefits of social media data by monitoring user engagement and online activity.
  • In 2022, there were 264 million monthly active Facebook users in the United States and Canada. Facebook is used by around 69% of US people, with 23.6% of those aged between 24 and 34 years. People in the United States spend an average of 16.1 hours a month on Facebook.
  • However, in spite of Facebook's ubiquity, other social networking sites have also gained market share, especially among teenagers and young adults. Instagram and Snapchat are growing in popularity continually among young American internet users.
  • Owing to the high participation of the population in social media, companies, such as Amazon, IBM, and Oracle, have been deploying social media analytics to generate insights and gain a better understanding of consumer behavior, which further guides their business and strategic decision making.
  • In March 2022, Brandwatch acquired Paladin, an influencer marketing platform. With this acquisition, Brandwatch expanded its portfolio to include more influencer marketing features. It also assists brands in establishing significant connections with their customers. The Paladin platform discovers influencers, manages campaigns, and reports across the globe's major social media platforms.

Social Media Analytics Industry Overview

The social media analytics market is highly competitive and consists of several players that make the market relatively fragmented. Multiple players specializing in a particular vertical of the market, as well as other players with just monitoring tools, are active in the market studied. Most of the major players offer all-encompassing solutions with a broad range of capabilities. However, new capabilities are being developed by niche players; for instance, Dataroma developed a real-time analytics platform indicating opportunities for optimization. Owing to such developments, there is immense scope in the market for consolidation through mergers and acquisitions. The companies are also leveraging strategic collaborative initiatives to increase their market share and increase their profitability.

In February 2022, Qualtrics introduced XM Discover, which makes use of Clarabridge technology to help businesses better understand their customers. Using artificial intelligence and machine learning, XM Discover enables businesses to consolidate input from structured and unstructured data sources such as chat, posts on social media, and review websites onto a single platform.

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 Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET DYNAMICS

  • 4.1 Market Overview
  • 4.2 Industry Value Chain Analysis
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Consumers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Intensity of Competitive Rivalry
    • 4.3.5 Threat of Substitute Products
  • 4.4 Impact of COVID-19 on the Market
  • 4.5 Market Drivers
    • 4.5.1 Exponential Growth of Number of Social Media Users
    • 4.5.2 Increased Emphasis on Target Marketing and Competitive Intelligence
  • 4.6 Market Restraint
    • 4.6.1 Data and Security-related Issues

5 MARKET SEGMENTATION

  • 5.1 By Type
    • 5.1.1 Software (SaaS and On-premise)
    • 5.1.2 Services (Professional and Managed)
  • 5.2 By Module
    • 5.2.1 Social Media Monitoring and Tracking
    • 5.2.2 Social Media Measurement/Listening and Analytics
  • 5.3 By End-user Industry
    • 5.3.1 Media and Entertainment
    • 5.3.2 IT and Telecom
    • 5.3.3 BFSI
    • 5.3.4 Retail (including E- commerce)
    • 5.3.5 Travel and Hospitality
    • 5.3.6 Other End-user Industries (Healthcare, Public Services, etc.)
  • 5.4 By Geography
    • 5.4.1 North America
    • 5.4.2 Europe
    • 5.4.3 Asia-Pacific
    • 5.4.4 Latin America
    • 5.4.5 Middle East & Africa

6 COMPETITIVE LANDSCAPE

  • 6.1 Company Profiles
    • 6.1.1 Sprinklr
    • 6.1.2 Synthesio
    • 6.1.3 BrandWatch (Crimson Hexagon)
    • 6.1.4 Oracle Corporation
    • 6.1.5 NetBase Solutions Inc.
    • 6.1.6 Meltwater (Sysomos Inc.)
    • 6.1.7 Talkwalker
    • 6.1.8 Sprout Social
    • 6.1.9 Digimind Social
    • 6.1.10 Brand24

7 INVESTMENT ANALYSIS

8 FUTURE OF THE MARKET