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商品編碼

1352161

全球社群媒體分析市場 - 2023-2030

Global Social Media Analytics Market - 2023-2030

出版日期: 2023年09月27日 | 出版商:

DataM Intelligence | 英文 186 Pages | 商品交期: 約2個工作天內

價格

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簡介目錄

概述

全球社群媒體分析市場將於 2022 年達到 75 億美元，預計到 2030 年將達到 453 億美元，2023-2030 年預測期間複合年成長率為 22.4%。

Facebook、Twitter、Instagram 和 LinkedIn 等社群媒體網站以及 TikTok 等最新網站的擴張正在產生大資料。雖然平台的擴展無疑為公司提供了更多與客戶互動的機會，但它也需要有效的分析來解釋資料。皮尤研究中心的一項調查顯示，YouTube 是 95% 13 至 17 歲人群使用的常用平台，2/3 的青少年使用 TikTok。

社群媒體產生大量文字、照片、影片和用戶生成的內容。由於大資料技術和雲端運算的發展，由於包括人工智慧和機器學習技術在內的先進分析平台和工具的出現，處理和分析大量資料變得更加實用，更容易從社交媒體資料中收集見解。

北美是全球社群媒體分析市場的成長地區之一，佔整個市場的 2/5 以上，而且該地區的社群媒體採用率很高。該地區活躍的社群媒體用戶數量不斷成長，這增加了對監控和分析用戶行為、趨勢和參與度的分析工具的需求。企業正在投資社群媒體平台，以提高客戶參與度和品牌推廣。

動力學

對分析解決方案的需求不斷成長

由於社群媒體平台的普及，每天都會產生大量資料，隨著人們和企業尋求了解其社群媒體存在的影響，對分析工具的需求越來越大。社群媒體分析提供有關消費者行為、市場趨勢和競爭實踐的深刻資訊。企業利用這些見解做出明智決策的能力推動了對高階分析解決方案的需求。

例如，2022 年2 月16 日，Qualtrics 推出了XM Discover 作為其XM 平台的一部分，旨在幫助組織從客戶和員工回饋中獲得更深入的見解，這項新產品允許公司收集和分析來自各種來源的回饋，包括支援對話、聊天、社交媒體貼文和評論網站，全部在一個平台上。透過分析多種語言的對話，Qualtrics 可以捕捉情感、意圖、努力、同理心和情感強度，以幫助組織增強客戶和員工體驗。

採用新興技術

先進的分析技術用於從社交媒體平台上創建的大量資料（包括文字、照片、影片和用戶互動）中獲取深刻的含義。新技術可以更正確、更有效地處理和分析大量資料。例子包括人工智慧和機器學習。企業越來越意識到社群媒體分析對於建立競爭優勢有多重要。

例如，2020年8月5日，著名消費者情報公司Talkwalker收購了敏捷消費者和文化洞察平台discover.ai，此次收購是Talkwalker增強消費者情報服務並為品牌提供更深入洞察戰略的一部分深入了解消費者行為和文化趨勢。此次收購將鞏固 Talkwalker 作為領先消費者情報平台的地位，讓品牌能夠發現有價值的見解和機會。

SaaS 模式的採用率不斷上升

SaaS 模型為企業提供了經濟高效的解決方案，因為它們消除了對硬體和軟體的前期資本投資的需求。 SaaS 平台提供可擴展性來滿足企業不斷成長的資料需求。 SaaS 解決方案通常基於雲，允許用戶透過網際網路連接從任何地方存取社交媒體分析工具，這種可訪問性對於遠端團隊和全球業務的企業尤其有價值。

例如，2023 年3 月16 日，Digimind 推出了Digimind Social，這是一種社交聆聽解決方案，整合了兩個強大的人工智慧引擎ChatGPT 和AI Sense，這種整合使用戶能夠立即分析任何主題並全面了解他們的線上狀態。 Digimind AI Sense 會偵測峰值並向使用者提供資料，而 ChatGPT 則分析並總結線上對話的見解。

隱私法規和噪音數據

分析社群媒體資料必須遵守隱私權法規，例如 GDPR 和 CCPA。未經適當同意處理用戶資料可能會導致法律問題和聲譽受損。社群媒體資料可能包含不準確的資訊、垃圾郵件或不相關的資訊。濾除噪音並確保資料準確性可能具有挑戰性。不同的平台提供不同等級的資料可存取性。

對社交媒體資料進行即時分析可能會佔用大量資源，並且可能需要強大的基礎設施和運算能力。根據平台和資料保留政策，對歷史社群資料的存取可能會受到限制，這可能會阻礙長期趨勢分析。由於諷刺、俚語和上下文，從文字資料中準確地確定情緒可能具有挑戰性。自動情緒分析可能會產生誤報或誤報。

Overview

Global Social Media Analytics Market reached US$ 7.5 billion in 2022 and is expected to reach US$ 45.3 billion by 2030, growing with a CAGR of 22.4% during the forecast period 2023-2030.

The expansion of social media sites, such as Facebook, Twitter, Instagram and LinkedIn, as well as more recent ones like TikTok, is producing big data. While this expansion of platforms certainly gives companies more chances to interact with customers, it also needs effective analytics in order to interpret the data. According to a survey conducted by Pew Research Center, YouTube is a common platform used by 95% of people between the ages of 13 to 17 and 2/3rd of teens use TikTok.

Social media produces a huge quantity of text, photographs, videos and user-generated content. Due to the development of big data technologies and cloud computing, processing and analyzing this quantity of data has become more practical and it is simpler to gather insights from social media data due to the emergence of advanced analytics platforms and tools including AI and machine learning technologies.

North America is among the growing regions in the global social media analytics market covering more than 2/5th of the total market and the region has a high rate of social media adoption. The region has a growing population of active social media users, which surges demand for analytics tools to monitor and analyze user behavior, trends and engagement. Businesses are investing in social media platform that leads to increased customer engagement and brand promotions.

Dynamics

Increasing Demand for Analytical Solutions

Daily generation of huge amounts of data is owing to the popularity of social media platforms, there has been an increasing need for analytical tools as people and businesses are seeking to understand the impact of their social media presence. Social media analytics provide insightful information about consumer behavior, market trends and competition practices. The need for advanced analytics solutions is fueled by the ability of businesses to use these insights to make wise decisions.

For instance, on 16 February 2022, Qualtrics introduced XM Discover as part of its XM Platform, aiming to help organizations gain deeper insights from customer and employee feedback and this new offering allows companies to collect and analyze feedback from various sources, including support conversations, chats, social media posts and review sites, all within a single platform. By analyzing conversations in multiple languages, Qualtrics can capture emotion, intent, effort, empathy and emotional intensity to help organizations enhance their customer and employee experiences.

Adoption of Emerging Technologies

Advanced analytics techniques are used to make insightful meaning from the enormous amount of data created on social media platforms, including text, photos, videos and user interactions. New technologies process and analyze vast amounts of data more correctly and efficiently. Examples include artificial intelligence and machine learning. Businesses are realizing more and more how crucial social media analytics are for establishing a competitive edge.

For instance, on 5 August 2020, Talkwalker, a prominent consumer intelligence company, has acquired discover.ai, an agile consumer and cultural insight platform and this acquisition is a part of Talkwalker's strategy to enhance its consumer intelligence services and provide brands with deeper insights into consumer behavior and cultural trends. The acquisition will strengthen Talkwalker's position as a leading consumer intelligence platform, allowing brands to uncover valuable insights and opportunities.

Rising Adoption of SaaS Model

SaaS models provide cost-effective solutions for businesses as they eliminate the need for upfront capital investments in hardware and software. SaaS platforms offer scalability for accommodating the growing data needs of businesses. SaaS solutions are typically cloud-based allowing users to access social media analytics tools from anywhere with an internet connection and this accessibility is especially valuable for remote teams and businesses with a global presence.

For instance, on 16 March 2023, Digimind has introduced Digimind Social, a Social Listening Solution that integrates two powerful AI engines, ChatGPT and AI Sense and this integration enables users to instantly analyze any topic and gain a comprehensive understanding of their online presence. Digimind AI Sense detects peaks and provides users with data, while ChatGPT analyzes and summarizes insights from online conversations.

Privacy Regulation and Noisy Data

Analyzing social media data must adhere to privacy regulations, such as GDPR and CCPA. Handling user data without proper consent can lead to legal issues and reputational damage. Social media data may contain inaccuracies, spam or irrelevant information. Filtering out noise and ensuring data accuracy can be challenging. Different platforms offer different levels of data accessibility.

Conducting real-time analysis of social media data can be resource-intensive and may require robust infrastructure and computing power. Access to historical social media data can be limited, depending on the platform and data retention policies and this can hinder long-term trend analysis. Determining sentiment accurately from text data can be challenging due to sarcasm, slang and context. Automated sentiment analysis may produce false positives or negatives.

Segment Analysis

The global social media analytics market is segmented based on component, deployment, enterprise type, function, application, end-user and region.

Adoption of Software Boosts the Market

In order to connect with consumers, businesses are investing in social media markets. Companies are looking more ways to measure the impact of their online presence as they become more aware of social media's importance. Social media generates huge amounts of data daily. Businesses need sophisticated tools to collect, process and analyze this data effectively to gain insights into customer behavior, sentiment and trends.

For instance, on 6 September 2023, Relo Metrics, an AI-powered sponsorship analytics platform, launched datasets for the 2022-2023 NFL Season on Snowflake Marketplace and this data provides information on the value of brand exposure generated from NFL Sponsorships across various channels, including broadcast, streaming, social media and activations. The data allows brands, agencies, financial firms and rights holders to evaluate sponsor visibility during games and make data-driven decisions regarding partnerships.

Geographical Penetration

Rapid Digital Transition Boosts the Growth of the Market

Asia-Pacific is among the growing regions in the global social media analytics market covering more than 1/3rd of the market and with more than half of the population are having access to the internet and the region is undergoing a rapid digital transition which has resulted in an increase in social media users, producing an enormous amount of data for investigation. The large volume of users fueled the demand for social media analytics that understand consumers' preferences.

For instance, on 19 October 2021, AnyMind Group launched a social media analytics tool on the AnyManager platform that addresses the growing need for web and app publishers to effectively benchmark social media data alongside site and app data. The tool offers insights into areas such as follower growth, reach, post engagement, audience demographics, sentiment analysis, optimal posting times and top-performing posts, initially for Instagram with plans to expand to other social media platforms.

Competitive Landscape

The major global players in the market include: IBM Corporation, Meltwater, Hootsuite Inc., NetBase Quid, Inc., Qualtrics, Talkwalker Inc., Digimind, Sprout Social, Inc., Oracle Corporation and Brandwatch.

COVID-19 Impact Analysis

With lockdowns and restrictions in place, people turned to social media platforms for information, connection and entertainment which led to a surge in online activity, with more posts, comments and interactions. Social media analytics tools had to adapt to handle this increased volume of data. The pandemic reshaped the topics of online conversations. Social media analytics tools are needed to quickly adapt to track and analyze discussions related to COVID-19, including public sentiment, misinformation and emerging trends.

During a rapidly evolving crisis like COVID-19, businesses and governments needed real-time insights from social media to make informed decisions. Social media analytics tools had to improve their real-time monitoring capabilities. Understanding public sentiment became crucial during the pandemic. Social media analytics tools integrated sentiment analysis to track how people were feeling and reacting to the situation, helping organizations gauge public opinion and sentiment shifts.

The pandemic saw a proliferation of misinformation and fake news on social media platforms. Social media analytics tools played a vital role in identifying and flagging misleading content, aiding in efforts to curb the spread of false information. Many businesses adjusted their marketing strategies in response to the pandemic. Social media analytics helped companies monitor the effectiveness of these changes and adapt to shifting consumer behaviors.

AI Impact

AI algorithms process a large amount of the data which is being generated from social media in real time. In which they can analyze videos, text and images that were generated from multiple resources. Also enables businesses to gain insights from that large volume of the data. AI also has various algorithms and tools that analyze the sentiments of the post and comments on social media platforms.

AI-driven chatbots can provide instant responses to customer inquiries on social media platforms. They can handle routine customer service tasks, freeing up human agents for more complex issues. Social media platforms use AI to personalize content recommendations for users. AI can identify potential influencers based on their social media activity and engagement.

For instance, on 7 September 2023, ActiveFence, a leading technology solution for Trust and Safety intelligence, management and content moderation, successfully acquired Spectrum Labs, a pioneer in text-based Contextual AI Content Moderation and this strategic acquisition enhances ActiveFence's Trust and Safety solutions, bolstering its commitment to protecting billions of users worldwide from online threats. The acquisition of Spectrum Labs, ActiveFence strengthens its end-to-end online safety capabilities.

By combining Spectrum Labs' advanced Contextual AI with ActiveFence's Trust and Safety Operating System and content detection AI, the company gains a unique ability to swiftly and accurately identify and mitigate online risks on an unprecedented scale.

Russia- Ukraine War Impact

The conflict has led to an increase in the amount of time spent online researching war. Social media analytics software must handle more data as more users use social media platforms to post updates, news and opinions. Social media analytics tools are being utilized to track the conflict's geopolitical trends and attitudes. These techniques are being used by researchers, journalists and government organizations to learn more about popular attitudes, propaganda and disinformation.

The war has seen the spread of disinformation and propaganda on social media platforms. Social media analytics tools are employed to detect and track false narratives, fake news and coordinated disinformation campaigns. Understanding public sentiment regarding the war is crucial. Social media analytics tools incorporate sentiment analysis to gauge how people feel about the conflict and related developments.

By Component

Solutions
Services

By Deployment

Cloud
On-Premise

By Enterprise Type

Small and Medium-sized Enterprise
Large Enterprise

By Function

Sentiment Analysis
Competitive Analysis
Hashtag Analysis
Others

By Application

Sales & Marketing Management
Customer Experience Management
Risk Management & Fraud Detection
Others

By End-User

BFSI
Media & Entertainment
Retail
IT & Telecom
Healthcare
Others

By Region

North America
- U.S.
- Canada
- Mexico

Europe
- Germany
- UK
- France
- Italy
- Russia
- Rest of Europe

South America
- Brazil
- Argentina
- Rest of South America

Asia-Pacific
- China
- India
- Japan
- Australia
- Rest of Asia-Pacific

Middle East and Africa

Key Developments

In July 2023, Intelligo, a provider of AI-powered background checks and risk intelligence for financial services, launched its Social Media Analysis feature and this feature offers in-depth analysis of adverse activity on a person's public social media profiles, providing a comprehensive overview of risk-related content.
In December 2022, Salesforce partnered with Sprout Social to offer an enhanced social media management solution to its customers, this partnership allows Salesforce customers to manage their complete social media presence and social customer care operations through Sprout's social suite. The collaboration aims to empower companies to gain a comprehensive 360° view of their customers and deliver better results by integrating Salesforce's capabilities with Sprout's industry-leading social media management platform.
In January 2022, NetBase Quid, in partnership with Twitter, released a report titled "Getting up close and personal," which delves into global Twitter conversations surrounding personal care. NetBase Quid suite of social media analytics tools and it creates a report on the CPG industry.

Why Purchase the Report?

To visualize the global social media analytics market segmentation based on component, deployment, enterprise type, function, application, end-user and region, as well as understand key commercial assets and players.
Identify commercial opportunities by analyzing trends and co-development.
Excel data sheet with numerous data points of social media analytics market-level with all segments.
PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
Product mapping available as excel consisting of key products of all the major players.

The global social media analytics market report would provide approximately 85 tables, 90 figures and 186 Pages.

Target Audience 2023

Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

1. Methodology and Scope

1.1. Research Methodology
1.2. Research Objective and Scope of the Report

2. Definition and Overview

3. Executive Summary

3.1. Snippet by Component
3.2. Snippet by Deployment
3.3. Snippet by Enterprise Type
3.4. Snippet by Function
3.5. Snippet by Application
3.6. Snippet by End-User
3.7. Snippet by Region

4. Dynamics

4.1. Impacting Factors
- 4.1.1. Drivers
  - 4.1.1.1. Increasing Demand for Analytical Solutions
  - 4.1.1.2. Adoption of Emerging Technologies
  - 4.1.1.3. Rising Adoption of SAAS Model
- 4.1.2. Restraints
  - 4.1.2.1. Privacy Regulation and Noisy Data
- 4.1.3. Opportunity
- 4.1.4. Impact Analysis

5. Industry Analysis

5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. Russia-Ukraine War Impact Analysis
5.6. DMI Opinion

6. COVID-19 Analysis

6.1. Analysis of COVID-19
- 6.1.1. Scenario Before COVID
- 6.1.2. Scenario During COVID
- 6.1.3. Scenario Post COVID
6.2. Pricing Dynamics Amid COVID-19
6.3. Demand-Supply Spectrum
6.4. Government Initiatives Related to the Market During Pandemic
6.5. Manufacturers Strategic Initiatives
6.6. Conclusion

7. By Component

7.1. Introduction
- 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 7.1.2. Market Attractiveness Index, By Component
7.2. Solutions*
- 7.2.1. Introduction
- 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Services

8. By Deployment

8.1. Introduction
- 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment
- 8.1.2. Market Attractiveness Index, By Deployment
8.2. Cloud*
- 8.2.1. Introduction
- 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. On-Premise

9. By Enterprise Type

9.1. Introduction
- 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Enterprise Type
- 9.1.2. Market Attractiveness Index, By Enterprise Type
9.2. Small and Medium-sized Enterprise*
- 9.2.1. Introduction
- 9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. Large Enterprise

10. By Function

10.1. Introduction
- 10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Function
- 10.1.2. Market Attractiveness Index, By Function
10.2. Sentiment Analysis*
- 10.2.1. Introduction
- 10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Competitive Analysis
10.4. Hashtag Analysis
10.5. Others

11. By Application

11.1. Introduction
- 11.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.1.2. Market Attractiveness Index, By Application
11.2. Sales & Marketing Management*
- 11.2.1. Introduction
- 11.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
11.3. Customer Experience Management
11.4. Risk Management & Fraud Detection
11.5. Others

12. By End-User

12.1. Introduction
- 12.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 12.1.2. Market Attractiveness Index, By End-User
12.2. BFSI*
- 12.2.1. Introduction
- 12.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
12.3. Media & Entertainment
12.4. Retail
12.5. IT & Telecom
12.6. Healthcare
12.7. Others

13. By Region

13.1. Introduction
- 13.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
- 13.1.2. Market Attractiveness Index, By Region
13.2. North America
- 13.2.1. Introduction
- 13.2.2. Key Region-Specific Dynamics
- 13.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 13.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment
- 13.2.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Enterprise Type
- 13.2.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Function
- 13.2.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 13.2.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 13.2.9. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 13.2.9.1. U.S.
  - 13.2.9.2. Canada
  - 13.2.9.3. Mexico
13.3. Europe
- 13.3.1. Introduction
- 13.3.2. Key Region-Specific Dynamics
- 13.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 13.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment
- 13.3.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Enterprise Type
- 13.3.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Function
- 13.3.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 13.3.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 13.3.9. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 13.3.9.1. Germany
  - 13.3.9.2. UK
  - 13.3.9.3. France
  - 13.3.9.4. Italy
  - 13.3.9.5. Russia
  - 13.3.9.6. Rest of Europe
13.4. South America
- 13.4.1. Introduction
- 13.4.2. Key Region-Specific Dynamics
- 13.4.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 13.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment
- 13.4.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Enterprise Type
- 13.4.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Function
- 13.4.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 13.4.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 13.4.9. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 13.4.9.1. Brazil
  - 13.4.9.2. Argentina
  - 13.4.9.3. Rest of South America
13.5. Asia-Pacific
- 13.5.1. Introduction
- 13.5.2. Key Region-Specific Dynamics
- 13.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 13.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment
- 13.5.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Enterprise Type
- 13.5.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Function
- 13.5.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 13.5.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 13.5.9. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 13.5.9.1. China
  - 13.5.9.2. India
  - 13.5.9.3. Japan
  - 13.5.9.4. Australia
  - 13.5.9.5. Rest of Asia-Pacific
13.6. Middle East and Africa
- 13.6.1. Introduction
- 13.6.2. Key Region-Specific Dynamics
- 13.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 13.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment
- 13.6.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Enterprise Type
- 13.6.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Function
- 13.6.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 13.6.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User

14. Competitive Landscape

14.1. Competitive Scenario
14.2. Market Positioning/Share Analysis
14.3. Mergers and Acquisitions Analysis

15. Company Profiles

15.1. IBM Corporation*
- 15.1.1. Company Overview
- 15.1.2. Product Portfolio and Description
- 15.1.3. Financial Overview
- 15.1.4. Key Developments
15.2. Meltwater
15.3. Hootsuite Inc.
15.4. NetBase Quid, Inc.
15.5. Qualtrics
15.6. Talkwalker Inc.
15.7. Digimind
15.8. Sprout Social, Inc.
15.9. Oracle Corporation
15.10. Brandwatch

LIST NOT EXHAUSTIVE