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市場調查報告書
商品編碼
1557272

社群媒體分析市場 – 2024 年至 2029 年預測

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個工作天內

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簡介目錄

社群媒體分析市場預計將從 2024 年的 126.84 億美元成長到 2029 年的 266.80 億美元，複合年成長率為 16.03%。

社群媒體分析累積並分析透過各種社群媒體平台（例如 Facebook、Instagram、Twitter、LinkedIn、YouTube 等）收集的資料，以支援商業決策或衡量行動績效。這些分析不同於支援行銷宣傳活動的預覽、轉發、Google Analytics 和 LinkedIn 服務。

數位化程度的提高、政府有利政策對高速網路頻寬的投資以及加速 5G 技術普及的投資預計將在未來幾年推動組織對社交媒體分析的需求。社交聆聽和社群媒體分析的概念可以監控各種管道的商機，正在被從中小型企業到大型企業的廣泛公司採用。

最終用戶的加速成長、市場參與企業之間的策略聯盟、智慧型手機文化和社群媒體消費的活性化預計將成為市場擴張的驅動力。然而，政府對社群媒體平台及其管理的嚴格監管預計將成為市場成長的障礙。

社群媒體分析市場促進因素

  • 5G的蓬勃發展預計將成為市場擴張的驅動力。

隨著時間的推移，最新創新的範圍也在擴大，提供了新的成長前景。在快速都市化和無線基礎設施需求增加的推動下，對現代選項（尤其是 5G 網路和高速頻寬）的投資正在增加。美國、中國、印度、日本、歐盟國家等主要經濟體都在積極參與5G網路的擴容。

根據全球行動供應商協會《移動經濟2024》預計，2023年中國5G用戶滲透率預計將達45%， 用戶年將達88%。同樣，歐洲的5G訂閱率將在2023年達到20%，並在2030年成長至81%。隨著高速網路的普及，社群媒體消費規模也不斷上升。

  • 智慧型手機消費的成長將刺激市場擴張。

快速的都市化和不斷提高的生活水準增加了對現代電子設備的需求，包括智慧型手機，智慧型手機是瀏覽社交媒體平台的主要媒介。隨著智慧型手機的普及，社群媒體的使用預計也會增加，從而推動各種分析解決方案的需求和使用。根據愛立信2024年6月行動報告，2024年第一季全球智慧型手機出貨量成長6%。 2023年，全球智慧型手機用戶數將達到69.3億，比2022年的65.7億成長5.48%。因此，到2029年，合約數量將達到81億份。

  • 社群媒體消費的繁榮預計將加速市場擴張。

Facebook、Instagram 和 Twitter 等社群媒體平台是當今消費行為不可或缺的一部分。公司創建數位頁面，透過向消費者提供特定產品或服務所需的最新資訊來激勵消費者購買。

根據Banker 2023年9月的新聞稿，2022年，美國在社群媒體上衝動購買的產品上花費了約710億美元，平均衝動購買金額達到754美元。此外，同一資訊來源還指出，千禧世代（27 至 42 歲）和 Z 世代（18 至 26 歲）社群媒體用戶最有可能進行衝動購買。因此，透過提供最新的產品訊息，公司可以保持客戶忠誠度。

社群媒體分析市場地理展望

  • 北美是最大的區域市場。

從地區來看，全球市場分為北美、南美、歐洲、中東和非洲以及亞太地區。由於技術的早期採用和基礎設施的建立，預計北美地區將佔據顯著的市場佔有率。此外，美國、加拿大和墨西哥的高網路普及率以及對 5G 技術的有利投資也有助於該地區的市場擴張。

根據加拿大網路調查，到2022年，15歲以上加拿大人的網路使用率從92%增加到95%。此外，根據墨西哥網際網路協會的數據，該國網路用戶在2022年將達到9,680萬，比2021年每年成長93%。此外，市場主要參與企業的存在也支持了北美市場的成長。

印度、中國和印尼等主要新興經濟體的社群媒體平台使用率不斷增加，社群媒體用戶明顯多於其他地區，並且快速採用更快、更便宜的網際網路，這是推動市場發展的關鍵因素之一。亞太地區的合理成長率。根據印度網路和行動協會統計，2022年活躍網路使用者數為7.59億，佔總人口的59%。該協會進一步表示，預計到 2025 年這一數字將達到 9 億。

社群媒體分析市場的主要發展

  • 2024年4月，Hootsuite宣布收購Talkwalker，這是一家以人工智慧為基礎的社群聆聽解決方案公司。這將使該公司能夠增強與客戶社交媒體關係相關的服務。
  • 2024 年 3 月，Sprout Social 的虛擬平台 The Arboretum 為社群媒體和行銷專業人士推出了一項新的導師計畫。該計劃促進思想交流和品牌擴張，從而在快節奏的行業中專業地展現競爭優勢。

社群媒體分析市場區隔分析如下：

按發展

  • 本地
  • 雲

按最終用戶

  • 零售
  • 媒體和娛樂
  • BFSI
  • 旅遊/酒店業
  • 其他

按地區

  • 北美洲
  • 美國
  • 加拿大
  • 墨西哥
  • 南美洲
  • 巴西
  • 阿根廷
  • 其他
  • 歐洲
  • 德國
  • 法國
  • 英國
  • 西班牙
  • 義大利
  • 其他
  • 中東 中東/非洲
  • 沙烏地阿拉伯
  • 阿拉伯聯合大公國
  • 以色列
  • 其他
  • 亞太地區
  • 中國
  • 日本
  • 韓國
  • 印度
  • 台灣
  • 泰國
  • 印尼
  • 其他

目錄

第1章 簡介

  • 市場概況
  • 市場定義
  • 調查範圍
  • 市場區隔
  • 貨幣
  • 先決條件
  • 基準年和預測年時間表
  • 相關利益者的主要利益

第2章調查方法

  • 研究設計
  • 調查過程

第3章執行摘要

  • 主要發現

第4章市場動態

  • 市場促進因素
  • 市場限制因素
  • 波特五力分析
  • 產業價值鏈分析
  • 分析師觀點

第5章社群媒體分析市場：依發展分類

  • 介紹
  • 本地
  • 雲

第 6 章 社群媒體分析市場：依最終用戶分類

  • 介紹
  • 零售
  • 媒體和娛樂
  • BFSI
  • 旅遊/酒店業
  • 其他

第7章社群媒體分析市場：按地區

  • 介紹
  • 北美洲
    • 按發展
    • 按最終用戶
    • 按國家/地區
  • 南美洲
    • 按發展
    • 按最終用戶
    • 按國家/地區
  • 歐洲
    • 按發展
    • 按最終用戶
    • 按國家/地區
  • 中東/非洲
    • 按發展
    • 按最終用戶
    • 按國家/地區
  • 亞太地區
    • 按發展
    • 按最終用戶
    • 按國家/地區

第8章競爭環境及分析

  • 主要企業及策略分析
  • 市場佔有率分析
  • 合併、收購、協議和合作
  • 競爭對手儀表板

第9章 公司簡介

  • SAS Institute Inc.
  • IBM Corporation
  • SAP
  • Oracle
  • NetBase Quid, Inc.
  • Adobe Inc.
  • Salesforce, Inc.
  • GoodData Corporation
  • Clarabridge
簡介目錄
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