社群媒體分析：市場佔有率分析、產業趨勢與統計、成長預測（2024-2029）

社群媒體分析市場規模預計在 2024 年為 60 億美元，預計到 2029 年將達到 175.7 億美元，在預測期內（2024-2029 年）年複合成長率為 24% 成長。

社群媒體分析被廣泛認為是當前業務場景中重要的業務和行銷工具。世界各地的企業都使用社群媒體分析來獲取有關消費者認知的可行見解，並改善其服務和產品系列。

主要亮點

• 可連接網際網路的行動電話和平板電腦的興起，加上社交媒體平台用戶數量的增加，正在推動預測期內社交媒體分析市場的成長。
• 不斷進步的技術進步可以使世界各地的中小型組織更容易使用社交分析工具，從而為一些成長機會鋪平道路。
• 消費者回饋變得越來越重要，對社交分析工具的需求也在增加，因為它們在市場上擁有重要的議價能力。現在可以透過社群媒體平台接觸消費者，這使得社群媒體分析工具對於世界各地的企業來說更加必要。
• Facebook 的數據顯示，截至 2022 年第二季度，每月有效用戶數為 29.3 億。事實上，Twitter 表示每天發送的推文數量超過 8 億條，這使得社群媒體網路再次在全球範圍內普及。
• 市場上正在發生一些策略發展。例如，2021 年 4 月，Meltwater 收購了 Linkfluence，以支援其人工智慧主導的社群媒體分析。 Linkfluence 是一家總部位於法國的 SaaS 公司，利用人工智慧來改善其社群媒體智慧平台，以獲得消費者洞察。此次收購將使 Meltwater 能夠透過社交聆聽和分析為全球企業提供人工智慧驅動的消費者洞察。
• 社群媒體分析組織受到分析過程不一致的困擾，因為安裝是勞力密集的，並且需要大量的技術技能。此外，分析和客製化資料既耗時又困難。這是整個社群媒體分析產業發展的主要障礙。
• 由於網路購物和電子商務的增加，COVID-19感染疾病對該行業產生了重大影響。例如，在冠狀病毒大流行期間，IBM 和 Influenceial 推出了一款支援 AI 的社交定位解決方案，幫助企業識別值得信賴的社交影響者。這表明，即使在大流行之後，自然語言處理、人工智慧、機器學習和擴增實境等技術的使用也將大幅增加，從而推動市場成長。

社群媒體分析市場趨勢

越來越重視有針對性的行銷和競爭情報

• 傳統廣告宣傳成效的穩定下降和社群媒體使用的增加導致公司在行銷策略中採用更以資料為導向的方法。社群媒體分析的出現改變了當今行銷宣傳活動的規劃和執行方式。
• 在冠狀病毒爆發期間，許多政府、醫院和公共機構紛紛利用社群媒體管道來提高對這場流行病的認知並與公眾建立聯繫。這些分析技術用於分析和評估疫情情勢。
• Facebook 等社群網路認知到透過付費解決方案為企業提供目標廣告的重要性。公司可以利用消費者位置、人口統計和終端設備資訊來接觸目標消費者群體。
• 酒店、零售、旅遊和其他行業擴大使用雲端基礎的人工智慧驅動的社交媒體分析解決方案，這將推動市場擴張。基於人工智慧的分析服務在世界各地變得越來越流行和普及。
• 2022 年，更多品牌將加強其線上客戶服務實踐，並轉向 WhatsApp 和 Messenger 等新平台，這些平台可能會為成功的線上客戶服務提供更有效的技術。您有可能會這麼做。

北美佔主要佔有率

• 在預測期內，由於該地區社群媒體用戶數量不斷增加，預計北美將在全球市場中獲得重要的市場佔有率。該地區的企業正在使用社群媒體來改善消費者體驗。大多數組織透過監控用戶參與度和線上活動來最佳化社​​群媒體資料的優勢。
• 到 2022 年，美國和加拿大的 Facebook 月活躍用戶將達到 2.64 億。大約 69% 的美國使用 Facebook，其中 23.6% 的人年齡在 24 歲至 34 歲之間。美國平均每月在 Facebook 上花費 16.1 小時。
• 然而，儘管 Facebook普及，其他社交網站也在擴大市場佔有率，尤其是在青少年和年輕人中。 Instagram 和 Snapchat 在美國年輕網路用戶中越來越受歡迎。
• 由於人們對社群媒體的參與率很高，亞馬遜、IBM和甲骨文等公司引入了社群媒體分析來產生洞察並更好地了解消費者行為，這可以幫助企業並進一步推進策略決策。
• 2022 年 3 月，Brandwatch 收購了影響者行銷平台 Paladin。透過此次收購，Brandwatch 擴大了其產品組合併增加了更多有影響力的行銷能力。它還幫助品牌與客戶建立重要的聯繫。 Paladin 平台在全球主要社群媒體平台上發現影響者、管理宣傳活動並進行報告。

社群媒體分析產業概述

社群媒體分析市場競爭激烈，由多家公司組成，因此相對分散。在所研究的市場中，有幾家專門從事特定市場領域的公司以及其他僅擁有監控工具的公司。大多數領先公司都提供具有廣泛功能的綜合解決方案。然而，利基公司正在開發新功能。例如，Dataroma 開發了一個即時分析平台，可以顯示最佳化機會。隨著這些發展，市場透過併購進行整合的空間龐大。兩家公司還利用策略合作舉措擴大市場佔有率並提高盈利。

其他福利

• Excel 格式的市場預測 (ME) 表
• 3 個月分析師支持

目錄

第1章簡介

• 研究假設和市場定義
• 調查範圍

第2章調查方法

第3章執行摘要

第4章市場動態

• 市場概況
• 產業價值鏈分析
• 產業吸引力－波特五力分析
  • 供應商的議價能力
  • 消費者議價能力
  • 新進入者的威脅
  • 競爭公司之間的敵意強度
  • 替代產品的威脅
• COVID-19 對市場的影響
• 市場促進因素
  • 社群媒體用戶數量快速成長
  • 更加重視目標行銷與競爭情報
• 市場約束
  • 資料和安全相關問題

第5章市場區隔

• 按類型
  • 軟體（SaaS 和本地）
  • 服務（專業和管理）
• 按模組
  • 社群媒體監控與追蹤
  • 社群媒體測量/聆聽與分析
• 按最終用戶產業
  • 媒體和娛樂
  • 資訊科技和電信
  • BFSI
  • 零售（含電子商務）
  • 旅行和招待
  • 其他最終用戶產業（醫療保健、公共服務等）
• 按地區
  • 北美洲
  • 歐洲
  • 亞太地區
  • 拉丁美洲
  • 中東和非洲

第6章 競爭形勢

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

第7章 投資分析

第8章市場的未來

The Social Media Analytics Market size is estimated at USD 6 billion in 2024, and is expected to reach USD 17.57 billion by 2029, growing at a CAGR of 24% during the forecast period (2024-2029).

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