全球社交網路：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）

Global Social Networking - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

出版日期: 2025年01月05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

2025 年全球社交網路市場規模預估為 953.3 億美元，預計到 2030 年將達到 2098.2 億美元，預測期內（2025-2030 年）的複合年成長率為 17.09%。

社交網路/通訊網站是一種線上平台，使用戶能夠與擁有相似個人或職業興趣、嗜好、職業背景或現實生活中聯繫的人建立社交網路和關係。

關鍵亮點

社交網站市場正在快速成長。需求的成長歸因於它在所有年齡層（而不僅僅是千禧世代）中的廣泛受歡迎程度。此外，由於企業使用該平台進行行銷的需求增加，社群媒體也出現了顯著成長。
據 Business of Apps 稱，到 2021 年，通訊應用程式將成為最受歡迎的應用程式之一，用戶數將超過 30 億。大多數情況下，行動電子郵件僅限於 Facebook 和 WhatsApp。超過 25 億人使用這兩個平台之一，在某些市場，這兩個應用程式佔據了超過 90％的市場佔有率。
WhatsApp 在 2021 年的下載量最多，但與 2020 年相比，整體下載量有所下降。與前一年相比，只有 Telegram 和 Signal 的下載量有所增加。儘管 Facebook Messenger 目前是美國用戶中最受歡迎的應用程式，但其下載量兩年來一直在下降。蘋果的 iMessage 在美國同樣很受歡迎，因為它只能在 iOS 上使用，而且 iPhone 鎖定率很高。但是，您無法在此應用程式上追蹤您的會話。
此外，隨著社群網路平台提供的資料呈指數級成長，企業越來越依賴客戶資料來做出行銷和與客戶相關的選擇。在當今的商業環境中，透過這些網路平台進行的分析被廣泛視為重要的商業和行銷工具。全球各地的企業都在利用社群媒體分析來深入了解消費者態度，並改善他們的服務和產品系列。
在社會隔離、與他人接觸有限的時期，社群媒體成為重要的交流平台。社群媒體平台旨在將人們聯繫在一起，由於每個人都試圖保持聯繫，因此在疫情期間，社群媒體平台的使用率將大幅增加。據加拿大心理健康協會稱，由於許多人被要求待在家裡，他們轉向社交媒體來維持關係並透過娛樂來消磨時間。例如，Facebook 的分析團隊發現，受 COVID-19 疫情影響最嚴重的國家過去一個月通訊的總量增加了 50% 以上。在這些地區，WhatsApp 和 Messenger 上的語音和視訊通話數量增加了一倍以上。

社群網路市場趨勢

電子商務平台的興起有望推動市場發展

各種用途的電子商務平台的興起正在刺激社交網路平台市場的成長。社群媒體企業希望透過使其平台實現商品和服務的電子商務來增加收益。這可以歸因於網際網路和智慧型手機的使用增加，這使得消費者開始接受電子商務和線上購物。
2021年，Instagram預計創造476億美元收益，佔Facebook總營收的近一半。 Instagram 是全球第四大最受歡迎的社交媒體應用程式，每月用戶超過 20 億。 Instagram 的大部分收入來自社群媒體廣告和線上購物。
根據 Backlinko 的數據，2021 年 Facebook 每月有效用戶約 28.5 億。該平台已有 17 年的歷史，具有很大的發展空間並且可以吸引世界各地的新受眾。在 2020 年疫情期間，Facebook Shops推出，旨在幫助小型企業上線並創建可購物的商店。 Facebook Shops 適用於行動設備，免費，並允許使用者匯入現有產品目錄或在其網站上設定新的產品目錄。
身為社群商務領域的新手，TikTok 已不再只是一款短影片共用應用程式。 TikTok 擁有可購物的貼文、直播購物功能以及影響力行銷前景，是值得關注的社群商務平台。產品廣告以原生影片的形式出現在用戶的「為你推薦」動態中，此前曾凸顯過 TikTok 的社群商務功能。用戶可以點擊每個廣告下方的「立即購買」按鈕，直接進入商家的電子商務網站完成購買。
在 Pinterest 上，大多數人更關心內容而不是創作者。 Instagram 和 Facebook 等網站更重視用戶和品牌影響力，而 Pinterest 與此不同，它讓零售商更專注於創造優秀的產品，而不是品牌建立。 77% 的每週 Pinterest 用戶都會發現新產品和品牌。

亞太地區是成長最快的市場

社群媒體在亞太地區的使用十分廣泛。根據日本一家專注於網路廣告的數位行銷服務公司 Digital Marketing for Asia (DFMA) 的數據顯示，亞太地區佔據了全球社群媒體獨立訪客的大部分，佔全球受眾的 64%。
該國的社群媒體環境截然不同，西方最受歡迎的一些平台，包括 Facebook、YouTube 和 Twitter，在中國都被封鎖。據騰訊稱，微信是最受歡迎的應用，每月有效用戶超過 12 億。微信是一款一體化通訊軟體，提供付款、新聞推播、預訂、外帶等功能。
新浪微博，綽號為“中國的推特”，也是一個受歡迎的平台。根據中國網路觀察報道，微博網路每月有效用戶約5.6億。另外，與 Twitter 一樣，也有字元限制。
印度有4.48億社群媒體用戶，約佔全國總人口的32%。其中大多數人（4.45億/99.5%）透過行動電話存取社群媒體。根據 DataReportal 的數據，最受歡迎的平台是 Facebook、Youtube、Whatsapp 和 Instagram。
據谷歌稱，2021 年 5 月，印度有超過 2000 萬人在電視上觀看了 YouTube影片，與前一年同期比較成長了 45%。據谷歌旗下平台稱，越來越多的 YouTube 訪客選擇使用印地語、泰米爾語和泰盧固語等印度語言觀看。

社群網路產業概況

由於各公司採取不同的競爭策略，全球社群網路市場呈現細分化。全球社交網路平台市場中的公司正在採用各種成長方法，以獲得相對於該行業競爭對手的競爭優勢。

2022 年 2 月——美國前總統唐納德·川普推出社交網路計劃“TRUTH Social”，聲稱要推出Twitter 和 Facebook 等阻礙人們使用其平台的“大型科技”公司。
2022 年 4 月—Twitter 公司宣布已達成最終協議，將以每股 54.20 美元現金（約 440 億美元）的價格被一家完全由馬斯克控制的公司收購。收購完成後，Twitter 將成為私人控股公司。

其他福利

Excel 格式的市場預測 (ME) 表
3 個月的分析師支持

Key Highlights

The market for social networking sites has been growing at a breakneck pace. The increase in demand is not solely attributed to millennials but also widespread adoption by people of all ages. Furthermore, social networking sites have increased significantly due to increased demand from businesses that use the platforms for marketing purposes.
According to Business of Apps, messaging apps will be used by over three billion people in 2021, making them one of the most popular app kinds. For the most part, mobile texting is limited to Facebook and WhatsApp. Over 2.5 billion individuals use one of these two platforms; in some markets, the two applications account for over 90% of the market.
In 2021, WhatsApp had the most downloads, but its overall downloads were down from 2020. Only Telegram and Signal saw an increase in downloads this year compared to the previous year. Facebook Messenger has seen a two-year decline in downloads, despite being the clear favorite among US users. Because it is only accessible on iOS, Apple's iMessage is similarly popular in the country, with high levels of iPhone lock-in. Still, we are unable to track sessions for the app.
Furthermore, due to the exponential growth of data provided by social networking platforms, businesses are increasingly relying on customer data to make marketing and customer-related choices. In today's commercial environment, analytics performed through these networking platforms is widely regarded as an important business and marketing tool. Businesses worldwide are embracing social media analytics to acquire meaningful insights into consumer attitudes and improve their services and product portfolio.
Social media became a crucial platform for communication during social isolation and restricted contact with others. Social media platforms are designed to bring people together, and keeping everyone in touch during the pandemic significantly increases usage. According to the Canadian Mental Health Association, since many people are asked to stay at home, they have turned to social media to keep up their relationships and access entertainment to pass the time. For instance, overall messaging has increased by more than 50% over the past month in nations severely hit by the COVID-19 outbreak, according to Facebook's analytics team. In those areas, voice and video calls on WhatsApp and Messenger have more than doubled.

Social Networking Market Trends

Increasing e-commerce platforms are expected to drive the Market

The increasing number of e-commerce platforms that use these platforms for various purposes is fueling the expansion of the social networking platforms market. Social media businesses are making their platforms available for electronic commerce of goods and services to increase revenue. This can be ascribed to customers' rising acceptance of e-commerce and online buying due to increased internet and smartphone usage.
In 2021, an estimated Instagram generated USD 47.6 billion in revenue, accounting for nearly half of Facebook's total income. Instagram is the world's fourth most popular social media app, with over two billion individuals using it monthly. Instagram makes most of its money from social media advertising and online purchasing.
According to Backlinko, Facebook had almost 2.85 billion monthly active users in 2021. The 17-year-old platform has a lot of room to grow and reach new audiences worldwide. During the pandemic in 2020, Facebook Shops was launched to assist small and medium-sized companies in moving online and creating shoppable shops. Facebook Shops is mobile-friendly and free and allows users to import an existing product catalog or establish a new one on the site.
TikTok, a newcomer to social commerce, is becoming far more than a short-form video-sharing software. TikTok is a social commerce platform worth noticing now that it has shoppable posts, live stream shopping features, and influencer marketing prospects. Product adverts that display native videos on users' For You feeds have emphasized TikTok's social commerce capabilities thus far. Users can tap the "Shop Now" button underneath each advertisement to be taken directly to the merchant's e-commerce site to finish their purchase.
Most people are more concerned with the content than the creator on Pinterest. Unlike sites like Instagram and Facebook, where the user or brand's impact may be more important, Pinterest allows retailers to focus more on creating amazing products and less on establishing their brand. 77% of weekly Pinterest users have discovered a new product or brand.

Asia Pacific Account for fastest growing Market

In the Asia-Pacific region, social media is widely used. According to DFMA (Digital Marketing for Asia), a digital marketing services company specializing in online advertising in Japan, the Asia-Pacific area accounts for the bulk of unique social media visitors worldwide, accounting for 64% of the global audience.
Because several of the most popular Western platforms, such as Facebook, YouTube, and Twitter, are blocked in China, the social media scene in this nation is rather different. According to Tencent, WeChat is the most popular, with over 1.2 billion monthly active users. It's an all-in-one messaging software that offers payment, a news feed, bookings, food delivery, and other features.
Sina Weibo, dubbed the "Twitter of China," is another popular platform. According to China Internet Watch, this microblogging network has approximately 560 million monthly active users. It also has a character restriction, much like Twitter.
India has 448 million social media users or around 32% of the country's total population. Most of these (445 million/99.5%) use their mobile phones to access social media. According to DataReportal, the most popular platforms are Facebook, Youtube, Whatsapp, and Instagram.
According to Google, more than 20 million individuals in India watched YouTube videos on their TV screens in May 2021, up 45 percent yearly, indicating that users increasingly prefer to watch videos on the platform from their living rooms. According to the Google-owned platform, a growing proportion of YouTube visitors choose to watch material in Indian languages such as Hindi, Tamil, Telugu, and others.

Social Networking Industry Overview

The global social networking market is fragmented as the companies are involved in various competitive strategies. Firms in the global social networking platforms market employ different growth methods to acquire a competitive advantage over their competitors in this industry.

February 2022 - Former US President Donald Trump has launched TRUTH Social, a social networking program that he claims would "stand up to Big Tech" firms like Twitter and Facebook, which have prevented him from using their platforms.
April 2022 - Twitter, Inc. stated that it had reached a definitive agreement to be bought by an entity controlled entirely by Elon Musk for USD 54.20 per share in cash, in a deal worth approximately USD 44 billion. Twitter will become a privately held firm after the acquisition is completed.

Additional Benefits:

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

1 INTRODUCTION

1.1 Study Assumptions and Market Definitions

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 Buyers/Consumers
- 4.2.3 Threat of New Entrants
- 4.2.4 Threat of Substitute Products
- 4.2.5 Intensity of Competitive Rivalry
4.3 Impact of COVID-19 on the payments market in the country

5 MARKET DYNAMICS

5.1 Market Drivers
5.2 Market Challenges
5.3 Analysis of major case studies and use-cases

6 Market Segmentation

6.1 By Type
- 6.1.1 Advertising
- 6.1.2 In-App Purchase
- 6.1.3 Paid Apps
6.2 By Store
- 6.2.1 Apple
- 6.2.2 Google
6.3 By Geography
- 6.3.1 North America
- 6.3.2 Europe
- 6.3.3 Asia-Pacific
- 6.3.4 Middle-East and Africa