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市場調查報告書

商品編碼

1445762

社群聆聽 - 市場佔有率分析、產業趨勢與統計、成長預測（2024 - 2029）

Social Media Listening - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)

出版日期: 2024年02月15日 | 出版商:

Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

價格

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簡介目錄

2024 年社群聆聽市場規模預計為 84.4 億美元，預計到 2029 年將達到 161.9 億美元，在預測期內（2024-2029 年）CAGR為 13.90%。

企業在社群聆聽工具上的支出增加、政府機構採用該工具、各種品牌採用社群聆聽解決方案以確立自己作為市場參與者的地位以及社交媒體使用量的增加等因素是推動所研究市場的一些預期因素。此外，任何想要在競爭中保持領先地位的公司都必須先了解其客戶——他們是誰、他們的行為方式以及激勵他們的因素。實現這一目標的一種方法是讓自己沉浸在最新的趨勢中，表現出對正在發生的事情的理解。社群聆聽是一種幫助企業與目標受眾建立聯繫的技術。它將幫助該行業傾聽客戶的聲音，並了解他們如何相互溝通以及與品牌溝通。

主要亮點

根據Meltwater前幾年關於社群聆聽狀況的調查報告，該公司基於來自各個行業專業人士的650多項調查回复，旨在更好地了解企業如何開展聆聽活動、他們認為這些努力有多大用處以及如何發揮作用。他們認為自己可以改進。根據調查結果，超過 61% 的組織已實施社群聆聽系統並監控關鍵字提及情況。近 80% 的品牌旨在追蹤品牌提及情況，其中行業關鍵字和主題標籤是第二常見的特徵。很少有公司關注其所在領域的相關思想領袖或員工的提及；這可能表明大多數企業不希望在外部展示他們的思想領袖，這自然會更加關注這一組成部分。
此外，根據社交情報實驗室去年的社群聆聽報告，該報告對全球 350 多名社群聆聽專業人士進行了調查，其中包括來自美國、英國以及歐洲、亞洲、中東和拉丁美洲國家的人士，超過80%的受訪者使用多種社群聆聽工具。三分之一的人在社群聆聽堆疊上花費超過 10 萬美元。大多數受訪者 (55%) 也表示他們使用兩到三種工具。不到 20% 的人只使用一種工具來滿足其社交智慧需求。
政府機構正在採用社群聆聽解決方案來更快地分析情況。例如，去年 9 月，世界衛生組織 (WHO) 創建了一個公共衛生分類法，以幫助資訊流行病監測和從猴痘對話中獲得見解。此技術文件概述如何將社群聆聽應用於猴痘談話，從而為公共衛生應對措施提供資訊見解。分類法用於更好地組織和建構分析，特別是在合併不同品質和種類的資料來源時。
此外，許多知名品牌已經使用社群聆聽來推動產品創作。例如，歐萊雅利用社群聆聽來識別市場趨勢並發現消費者的需求。儘管數以百萬計的品牌依靠社群聆聽來改進其產品，但歐萊雅將社群聆聽納入了一些重要的品牌選擇中。當歐萊雅面臨決定要生產哪種護髮產品時，他們轉向社群媒體尋找最有前景的趨勢。該組織調查了用戶生成的內容，並在社交媒體上表達了消費者的聲音。
另一方面，由於每個網站都有不同的隱私和資料收集政策，因此社群聆聽程式對某些網站資料的存取受到限制。一些著名的社交網路也限制資料交換。因此，這些平台的工具只能顯示它們收集的資料的子集。這些發現是基於不充分的資料。此外，社群聆聽技術無法存取 Discord、Clubhouse 和 WhatsApp 等私人聊天管道。了解這些網站上發生的事情的唯一方法是以個人身份加入並觀察。此外，根據去年社交智慧實驗室的社群聆聽報告，資料準確性和品質對於代理商來說往往是一個更大的問題（31% 的品牌對 19% 的品牌）。然而，對於品牌來說，對整個組織範圍內的社群聆聽願景的需求似乎更加困難（對於代理商來說，這一比例為 29%，而代理商為 18%）。
在 COVID-19 大流行期間，社會傾聽方法在人道主義和健康應對、風險溝通和社區參與 (RCCE) 以及「資訊流行病」管理方面的應用空前增加。雖然出於人道主義和健康目標進行社會傾聽並不是什麼新鮮事，但由於緊急公共衛生和社會措施（PHSM）生效時面對面社區參與存在困難，大流行大大增加了其使用。這種日益增加的關注促使人道主義和衛生組織創造了各種社會傾聽成果，並透過多個風險溝通和社區參與 (RCCE) 國家、區域和全球空間進行交流。

社群聆聽市場趨勢

社群媒體用戶數量的增加預計將推動市場發展

世界各地的社群媒體用戶經常分享影片、訊息和連結。在歐洲，基於資訊流的個人化應用程式的使用增加可能會增加社交媒體用戶的數量。此外，印度對基於加密和自我毀滅性訊息傳遞的社交應用程式日益成長的需求正在推動社交媒體公司的發展。沙烏地阿拉伯對視訊聊天服務不斷成長的需求再次推動了業務成長。此外，基於應用程式內購買的社交網路應用程式的便利訪問正在增加其全球吸引力。此外，根據 DemandSage 的數據，今年全球社群媒體用戶將超過 49 億。典型的社群媒體用戶每月會在 6 到 7 個平台之間切換。
根據歐盟統計局的數據，歐盟的許多企業都使用社群媒體。超過一半的公司 (59%) 表示近年來至少使用一個社群媒體平台，較 2015 年 (37%) 增加了 22%。社群媒體的使用在馬耳他最為普遍（84%），其次是瑞典、荷蘭（皆為 80%）和芬蘭（79%），而在羅馬尼亞（36%）、保加利亞（39%）、和斯洛伐克（45% ）。該地區社交媒體用戶的成長將為社交媒體聆聽解決方案提供商開發新解決方案以佔領市場佔有率創造機會。
此外，根據電子和資訊技術部 (MeITY)（印度）的數據，YouTube 在印度擁有約 4.48 億用戶，WhatsApp 擁有超過 5.3 億用戶。Facebook 擁有約 4.1 億用戶，Instagram 擁有約 2.1 億用戶。此外，根據 Omnicom 的數據，YouTube 是去年印度最受歡迎的線上媒體，媒體消費者平均每天花費高達 108 分鐘。短影片格式應用程式 TikTok 的使用頻率最低，用戶每天在該平台上花費的時間僅超過 20 分鐘。
根據 Meta Platforms 的數據，Facebook 是全球最受歡迎的線上社交網路，截至去年第四季每月活躍會員數約為 29.6 億。 2017 年第二季度，該平台活躍用戶突破 20 億，這項壯舉僅花了 13 年多一點的時間就完成了。截至去年 1 月，印度在 Facebook 上擁有最廣泛的受眾群體，擁有近 3.3 億用戶，其次是美國，擁有約 1.79 億用戶。該平台在印尼和巴西也很受歡迎。去年之前，Facebook 是美國用戶每天花費最多時間的平台。每天在 Facebook 上花費的平均時間為 33 分鐘，其次是 TikTok（32 分鐘）和 Twitter（31 分鐘）。社群媒體用戶的成長將推動對所研究市場的需求。
此外，愛立信表示，去年全球智慧型手機行動網路用戶數量超過66億，預計2028年將達到78億。智慧型手機行動網路用戶最多的國家是中國、印度和美國。行動訂閱量的大幅成長將增加市場上社群媒體用戶的數量，這可能會顯著推動對社群聆聽解決方案的需求。

預計北美將佔據重要的市場佔有率

北美是社群聆聽市場成長的主要地區之一；由於數位廣告預算的增加，預計北美地區更重要的公司將推動該市場的發展。而且，就數位管道而言，社群媒體將是他們的最佳選擇。根據具體調查，許多品牌擴大選擇社交管道來提高他們所依賴的傳統展示網路的參與度。改進的參與資料的可用性和對目標受眾的更深入的了解是推動這一轉變的主要因素之一。社群聆聽將幫助行銷人員創建更具吸引力的社群廣告，這些廣告可以轉換或至少創建更相關和及時的廣告，從而大幅提高參與度。
例如，使用社群聆聽輸入的北美品牌可能會利用 Facebook 的客製化廣告體驗等工具來開發廣告。此工具可協助行銷人員根據目標受眾改變格式（輪播、集合）和號召性用語，動態地接觸目標受眾。該品牌能夠根據社群聆聽洞察提供量身定做的廣告，這也促使其最近發布了 Instagram 購物功能。 LinkedIn 也採用了動態廣告。最終，所有社群媒體網路都會加入。
此外，例如，各行業正在採用社交列表策略來為客戶提供更好的服務。塔可鐘是一家在社群媒體上活躍的快餐連鎖店。該公司以其社群聆聽策略而聞名。他們即時傾聽客戶的意見，即時回复，並透過社群媒體與客戶溝通。他們的首要任務是客戶服務。他們也利用社群聆聽來提供盡可能最好的服務。他們轉發了所有有關其品牌的積極言論。他們經常與網友互動，以提高他們在社群媒體上的存在感。他們不僅珍惜消費者的意見，也對消費者的問題做出回應。例如，塔可鐘就在社群媒體上收到了顧客對玉米餅中起司的投訴。他們向相關機構發送了電子郵件，提醒他們遵循確保客戶滿意度的秘訣。
此外，隨著對社群聆聽解決方案需求的成長，區域公司正在提供各種解決方案，以幫助佔領市場佔有率並擴大其影響力。例如，Awarious 的社交媒體 API 及其搜尋機器人每天抓取 130 億個網頁，以查找社交網路（Twitter、Facebook、Instagram、YouTube、Reddit）、部落格、新聞、評論等上所有提及用戶品牌的內容網路的。 Awario 超越了普通搜尋。使用者可以在配置監控警報時利用搜尋參數來使用布林搜尋來縮小或擴大結果。
網路上充斥著品牌透過社群聆聽促進真正創新的例子。透過應用基於社群聆聽資料的策略，品牌在未來可以取得的突破是沒有限制的。例如，雅芳透過研究超過一百萬條線上睫毛膏評論，創造了一種產品，聲稱是該類別中的終極旗艦產品。 Netflix 發現一些用戶在透過持續的社群聆聽觀看節目時睡著了。儘管人們在看電視時睡著是很常見的現象，但 Netflix 認知到了一個機會來證明他們傾聽並具有偉大品牌應有的創新精神。

社群聆聽產業概述

社群聆聽市場較為分散，Talkwalker、Brandwatch、Meltwater、Digimind 等許多知名企業和其他公司不斷在策略合作夥伴關係和產品開發上投入資金，以增加市場佔有率。以下是近期的一些市場動態：

2023 年 3 月，Digimind 推出了第一個社群聆聽解決方案，該解決方案結合了兩個強大的人工智慧引擎，為消費者提供對其線上狀態的完整洞察。該系統結合了 Digimind AI Sense 和 OpenAI ChatGPT，提供了一種用於收集、分析和處理線上討論的簡化方法。 DigimindAI Sense 是該營運的資料科學家，負責識別峰值並向消費者提供所需資訊。同時，ChatGPT 作為業務分析師總結資料發現。

2022 年 9 月，客戶互動軟體和服務公司 Khoros 與消費者智慧和深度聆聽新創公司 Talkwalker 宣布合作，為品牌提供世界一流的社群媒體管理、智慧和深度聆聽服務。此次策略合作夥伴關係將為企業提供必要的資源，以與市場趨勢和受眾動態同步，從洞察到行動。 Khoros 消費者現在可以透過深入傾聽獲得深入的見解。 Talkwalker 的客戶還可以存取完整的社群媒體管理系統，其中包括根據洞察採取大規模行動的工具，以及與活躍的客戶互動和會面的能力。

額外的好處：

Excel 格式的市場估算 (ME) 表
3 個月的分析師支持

Factors such as increased spending by firms on social media listening tools, government bodies' adoption of the tool, various brands incorporating social listening solutions to establish themselves as market players, and a rise in social media usage are some expected elements to propel the studied market. Further, any firm that wants to stay ahead of the competition must first understand its customers-who they are, how they behave, and what inspires them. One method to accomplish this is to immerse themselves in the most recent trends, demonstrating an understanding of what is happening. Social media listening is a technique that will help businesses connect with their target audience. It will assist the industry in listening to the voice of customers to understand how they communicate with one another and with brands.

Key Highlights

According to Meltwater's survey report on the state of social listening in the previous years, based on more than 650 survey responses from various industry professionals, the company aimed to better understand how companies approach listening activities, how useful they believe such efforts are, and how they think they could be improved. According to survey results, over 61% of organizations have implemented a social listening system and are monitoring for keyword mentions. Almost 80% of brands aim to track brand mentions, with industry keywords and hashtags as the second most prevalent features. Fewer firms follow relevant thinking leaders in their area or employee mentions; this likely suggests that most businesses do not look to display their thought leaders externally, which would naturally place more attention on this component.
Further, according to the social intelligence lab social listening report of the last year, which polled over 350 social listening professionals worldwide, including those from the United States, the United Kingdom, and countries in Europe, Asia, the Middle East, and Latin America, over 80% of respondents utilized multiple social listening tools. One-third spend more than USD 100,000 on their social listening stack. Most respondents (55%) also stated that they utilize two or three tools. Less than 20% of people exclusively use one tool for their social intelligence needs.
Government bodies are adopting social listening solutions to analyze situations much faster. For instance, in September last year, the World Health Organization (WHO) created a public health taxonomy to aid in infodemic monitoring and the creation of insights from monkeypox dialogues. The technical document outlines how social listening can be applied to monkeypox talks to yield informational insights for public health responses. Taxonomies are used to better organize and structure analytics, particularly when merging data sources of diverse quality and kind.
Further, many well-known brands already use social listening to fuel product creation. L'Oreal, for example, uses social listening to identify market trends and discover what consumers want. Although millions of brands rely on social listening to improve their goods, L'Oreal incorporates social listening into some essential brand choices. When L'Oreal was confronted with deciding which hair product to produce, they turned to social media to find the most promising trend. The organization investigated user-generated content and made its consumers' voices heard on social media.
On the flip side, as each site has different privacy and data collection policies, social listening programs have limited access to data from some. Several prominent social networks also restrict data exchange. As a result, the tools for those platforms can only display a subset of the data they collect. These findings are based on insufficient data. Furthermore, private chat channels such as Discord, Clubhouse, and WhatsApp are inaccessible to social listening technologies. The only way to find out what's going on on these sites is to join as an individual and observe. Further, according to last year's Social Intelligence Lab social listening report, data accuracy and quality tend to be more of an issue for agencies (31% vs. 19% of brands). However, the need for an organizational-wide vision for social listening appears more difficult for brands (29% vs. 18% for agencies).
The application of social listening approaches for humanitarian and health response, risk communication and community engagement (RCCE), and "infodemic" management increased unprecedentedly during the COVID-19 pandemic. While social listening for humanitarian and health objectives were not new, the pandemic drastically boosted its use because of the difficulties involved with in-person community participation when emergency public health and social measures (PHSM) were in effect. This increasing focus resulted in various social listening outputs created by humanitarian and health organizations and communicated through several Risk Communication and Community Engagement (RCCE) national, regional, and global spaces.

Social Listening Market Trends

Rising Number of Social Media Users is Expected to Drive the Market

Social media users worldwide routinely share videos, messages, and links. The increased use of personalized feed-based apps in Europe will likely drive the number of social media users. Furthermore, the growing desire in India for encrypted and self-destructive messaging-based social apps is propelling the social media company's growth. Again, the rising demand for video chat services in Saudi Arabia is boosting business growth. Furthermore, the ease of access to in-app purchase-based social networking apps is increasing their global appeal. Moreover, according to DemandSage, over 4.9 billion social media users will be worldwide in the current year. The typical social media user switches between 6 and 7 platforms every month.
According to Eurostat, many businesses use social media in the EU. Over half of the companies (59%) reported utilizing at least one social media platform in recent years, representing a 22% point increase from 2015 (37%). Social media use was most prevalent in Malta (84%), followed by Sweden, the Netherlands (both 80%), and Finland (79%), while it was least prevalent in Romania (36%), Bulgaria (39%), and Slovakia (45%). Such a rise in social media users in the region would create an opportunity for social media listening solution providers to develop new solutions to capture market share.
Additionally, YouTube has about 44.8 crore users in India, while WhatsApp has over 53 crore users, according to the Ministry of Electronics and Information Technology (MeITY) (India).Facebook has approximately 41 crore, whereas Instagram has approximately 21 crore. Further, according to Omnicom, YouTube was the most popular online medium in India last year, with media consumers spending up to 108 minutes a day on average. TikTok, a short video format app, had the least frequent usage, with users spending just over 20 minutes daily on the platform.
According to Meta Platforms, Facebook is the world's most popular online social network, with around 2.96 billion monthly active members as of the fourth quarter of last year. In the second quarter of 2017, the platform exceeded two billion active users, a feat accomplished in just over 13 years. As of January last year, India had the most extensive audience base on Facebook, with almost 330 million users, followed by the United States, which had approximately 179 million users. The platform is also quite popular in Indonesia and Brazil. Facebook was the platform on which US users spent the most time daily before last year. The average time spent on Facebook was 33 minutes, followed by TikTok at 32 minutes and Twitter at 31 minutes daily. Such a rise in social media users would drive demand for the studied market.
Moreover, Ericsson says the global number of smartphone mobile network subscriptions reached over 6.6 billion in the last year and is expected to hit 7.8 billion by 2028. The countries with the most smartphone mobile network subscriptions are China, India, and the United States. Such a huge rise in mobile subscriptions would raise the number of social media users in the market, which could significantly drive the demand for social media listening solutions.

North America is Expected to Hold a Significant Market Share

North America is one of the prominent regions for the growth of the social media listening market; due to the rise in digital advertising budgets, even more significant corporations in the North American region are expected to drive the market. And, in terms of digital outlets, social media will be their best bet. According to specific surveys, many brands increasingly choose social channels to generate engagement over the traditional display networks they have relied on. The availability of improved engagement data and deeper insights into targeted audiences is one of the primary elements driving this shift. Social listening will assist marketers in creating more engaging social ads that convert-or, at the very least, create more relevant and timely ads that will increase engagement by a large percentage.
For example, brands in North America that use social listening inputs might develop ads utilizing tools like Facebook's tailored ad experiences. This tool assists marketers in dynamically reaching out to their target audience by changing formats (carousel, collection) and calls-to-action depending on who is delivered to. The brand's capacity to provide tailored advertisements based on social listening insights also prompted the recent release of Instagram shopping. LinkedIn, too, has adopted dynamic advertisements. Eventually, all social media networks would get on board.
Moreover, various industries are adopting social listing strategies to provide better service to their customers, for instance. Taco Bell is a fast-food chain with an active social media presence. The firm is well known for its social listening strategy. They listen to their clients in real-time, respond in real-time, and communicate with them through social media. Their foremost priority is customer service. They also use social listening to provide the finest service possible. They retweeted everything positive expressed about their brand. They frequently interact with netizens to enhance their social media presence. They not only cherish their consumers' opinions, but they also respond to their problems. Taco Bell, for example, has received complaints from customers on social media regarding the cheese in the quesadilla. They emailed the concerned establishment and reminded them to follow the recipe for ensuring customer satisfaction.
Further, with the rise in demand for social listening solutions, regional firms are providing various solutions that would help capture market share and expand their presence. For example, Awarious' social media APIs and its search bots crawl 13 billion web pages daily to locate all mentions of users' brands on social networks (Twitter, Facebook, Instagram, YouTube, Reddit), blogs, news, reviews, and the rest of the web. Awario goes beyond ordinary searches. Users can use a boolean search to narrow or broaden results by utilizing search parameters when configuring a monitoring alert.
The internet is flooded with examples of brands fostering true innovation through social listening. There are no limitations to the future breakthroughs that brands can make by applying strategies based on social listening data. For example, Avon created a product that it claims is the ultimate flagship product in its category by studying over a million comments on mascara online. Netflix discovered several users fell asleep while viewing shows through persistent social listening. Although it is typical for people to fall asleep while watching television, Netflix recognized an opportunity to demonstrate that they listen and are as innovative as a great brand should be.

Social Listening Industry Overview

The social media listening market is fragmented, with many prominent players such as Talkwalker, Brandwatch, Meltwater, Digimind, and other corporations continually spending on strategic partnerships and product development to increase market share. The following are some recent market developments:

In March 2023, Digimind introduced the first social listening solution, which combines two robust artificial intelligence engines to provide consumers with complete insight into their online presence. The system combines Digimind AI Sense and OpenAI ChatGPT, providing a streamlined method for gathering, analyzing, and acting on online discussions. DigimindAI Sense is the operation's data scientist, recognizing peaks and supplying consumers with the required information. Meanwhile, ChatGPT summarizes the data findings as the business analyst.

In September 2022, Khoros, a customer engagement software and services firm, and Talkwalker, a consumer intelligence and deep listening startup, announced a collaboration to provide brands with world-class social media management, intelligence, and deep listening. The strategic partnership will provide businesses with the necessary resources to sync with market trends and audience movements, from insights to action. Khoros consumers now have access to in-depth insights due to deep listening. Customers of Talkwalker also have access to a complete social media management system that includes tools for taking action on insights at scale and the capability to engage with and meet customers wherever they are active.

Additional Benefits:

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

1 INTRODUCTION

1.1 Study Assumptions and Market Definition
1.2 Scope of the Study

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 Consumers
- 4.2.3 Threat of New Entrants
- 4.2.4 Threat of Substitute Products
- 4.2.5 Intensity of Competitive Rivalry
4.3 Technology Snapshot
4.4 Assessment of the Impact of COVID-19 on the Market

5 MARKET DYNAMICS

5.1 Market Drivers
- 5.1.1 Rising Number of Social Media Users
- 5.1.2 Rising Need for Social Media Measurement to Enhance the Customer Experience
5.2 Market Challenges
- 5.2.1 Lack of Standard Measures for Social Media Analytics
- 5.2.2 Lack of a Single Solution to Manage the Increasing Unstructured Data

6 MARKET SEGMENTATION

6.1 By Industry Vertical
- 6.1.1 BFSI
- 6.1.2 Retail & E-commerce
- 6.1.3 IT & Telecom
- 6.1.4 Media & Entertainment
- 6.1.5 Other Industry Verticals (Education, Travel & Hospitality, Healthcare etc.)
6.2 By Geography
- 6.2.1 North America
- 6.2.2 Europe
- 6.2.3 Asia-Pacific
- 6.2.4 Rest of the World

7 COMPETITIVE LANDSCAPE

7.1 Company Profiles
- 7.1.1 Talkwalker
- 7.1.2 Brandwatch
- 7.1.3 Digimind
- 7.1.4 ListenFirst
- 7.1.5 Meltwater
- 7.1.6 NetBase Quid
- 7.1.7 Sprinklr
- 7.1.8 Synthesio
- 7.1.9 Zignal Labs
- 7.1.10 Awario
- 7.1.11 Keyhole
- 7.1.12 Mention
- 7.1.13 Agorapulse
- 7.1.14 Synthesio
- 7.1.15 Mentionlytics