查看購物車
  • Simplified Chinese
  • English
  • Japanese
封面
市場調查報告書
商品編碼
1640459

社群媒體分析 -市場佔有率分析、產業趨勢與統計、成長預測（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個工作天內

價格

※ 本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

簡介目錄

社群媒體分析市場規模在 2025 年估計為 74.4 億美元，預計到 2030 年將達到 218.1 億美元，預測期內（2025-2030 年）的複合年成長率為 24%。

社群媒體分析-市場-IMG1

社群媒體分析被廣泛認為是當前商業環境中重要的商業行銷工具。世界各地的企業都在使用社群媒體分析來獲得有關消費者看法的可行見解，並改善他們的服務和產品系列。

關鍵亮點

  • 可上網的行動電話和平板電腦的興起，以及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。
  • 日益進步的技術可以為多種成長機會鋪平道路，使世界各地的中小型組織更容易使用社交分析工具。
  • 對消費者回饋的重視程度不斷提高以及其在市場上的議價能力不斷增強，推動了對社交分析工具的需求。如今，消費者可以透過社群媒體平台接觸到他們，這使得社群媒體分析工具對於全球企業來說變得更加必要。
  • Facebook表示，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超過 8 億條，證實了該社群媒體網路在全球的滲透率日益提高。
  • 市場正在發生多項策略發展。例如，2021 年 4 月，Meltwater 收購了 Linkfluence，以增強其人工智慧主導的社群媒體分析能力。 Linkfluence 是一家法國的 SaaS 公司，它利用人工智慧來改進其社交媒體智慧平台以獲取消費者洞察。此次收購使 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。
  • 由於需要付出巨大的努力和具備高超的技術技能，社群媒體分析組織在分析過程中存在不一致的情況。此外，資料分析和客製化非常耗時且具有挑戰性。這對整個社群媒體分析產業的發展造成了重大阻礙。
  • 由於網路購物和電子商務的增加，COVID-19 疫情對該行業產生了重大影響。例如，在 COVID 期間，IBM 和 Influential 推出了社交定位解決方案（支援 AI），以幫助企業識別值得信賴的社交影響者。這表明，即使在疫情之後，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顯著成長，從而推動了市場成長。

社群媒體分析市場趨勢

更重視有針對性的行銷和競爭情報

  • 傳統廣告宣傳的效果不斷下降以及社群媒體的使用日益增多，促使企業在行銷策略中採用更資料驅動的方法。社群媒體分析的出現徹底改變了當今行銷宣傳活動的策劃和執行方式。
  • 在新冠疫情期間，許多政府、醫院和公共組織利用社群媒體管道提高人們對疫情的認知並與公眾建立聯繫。這些分析方法正在被用來分析和評估疫情情勢。
  • Facebook 等社交網路已經意識到定向廣告的重要性，為企業提供付費解決方案，提供消費者位置、人口統計和終端設備資訊，幫助企業精準支出。
  • 酒店、零售、旅遊和其他行業擴大採用雲端基礎的、人工智慧的社交媒體分析解決方案將有助於推動市場擴張。基於人工智慧的分析服務在世界各地變得越來越普及和流行
  • 2022 年，我們可能會看到更多品牌加強線上客戶服務，甚至轉向 WhatsApp 和 Messenger 等新平台，這些平台可能會提供更有效的技術，讓客戶服務在線上蓬勃發展。

北美占主要佔有率

  • 在預測期內，由於社群媒體用戶數量的增加，預計北美將佔據全球市場的大部分佔有率。該地區的企業正在利用社群媒體來改善消費者體驗。大多數企業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。
  • 2022 年，Facebook 在美國和加拿大的每月有效用戶數為 2.64 億。美國約有69%的人使用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 無所不在，其他社群網站的市場佔有率也在不斷擴大，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的受歡迎程度持續成長。
  • 由於社群媒體參與者眾多，亞馬遜、IBM 和甲骨文等公司都採用了社群媒體分析來產生洞察力並更好地了解消費者指南，從而為業務和策略決策提供資訊。
  • 2022 年 3 月，Brandwatch 收購了影響力行銷平台 Paladin。透過此次收購，Brandwatch 擴大了其產品組合併進一步增強了其影響力行銷能力。它還可以幫助品牌與客戶建立重要的聯繫。 Paladin 平台提供跨全球主要社群媒體平台的影響力發現、宣傳活動管理和報告。

社群媒體分析產業概覽

社群媒體分析市場競爭激烈，參與企業眾多，因此市場相對分散。在所研究的市場中，活躍著幾家專注於特定垂直市場的參與企業，以及僅提供監控工具的參與企業。大多數主要企業都提供具有廣泛功能的綜合解決方案。然而，小眾市場參與企業正在開發新的功能。例如，Dataroma 開發了一個即時分析平台，可以發現最佳化機會。這些新興市場的發展為透過併購進行整合提供了充足的空間。各公司也利用策略合作計畫來增加市場佔有率並提高盈利。

2022 年 2 月，Qualtrics 宣布推出 XM Discover，它使用 Clarabridge 技術幫助公司更了解他們的客戶。 XM Discover 由人工智慧和機器學習提供支持，使企業能夠將來自結構化和非結構化資料來源（包括聊天、社交媒體貼文和評論網站）的輸入整合到單一平台上。

其他福利

  • Excel 格式的市場預測 (ME) 表
  • 3 個月的分析師支持

目錄

第 1 章 簡介

  • 研究假設和市場定義
  • 研究範圍

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
    • 競爭對手之間的競爭
    • 替代品的威脅
  • COVID-19 市場影響
  • 市場促進因素
    • 社群媒體用戶數量呈指數級成長
    • 更重視有針對性的行銷和競爭情報
  • 市場限制
    • 資料和安全問題

第5章 市場區隔

  • 按類型
    • 軟體（SaaS 和本地）
    • 服務（專業、主機）
  • 按模組
    • 社群媒體監控與追蹤
    • 社群媒體測量/監聽與分析
  • 按最終用戶產業
    • 媒體與娛樂
    • 資訊科技/通訊
    • BFSI
    • 零售（含電子商務）
    • 旅遊與飯店
    • 其他終端使用者產業（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 競爭格局

  • 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

簡介目錄
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