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Global Social Networking Market 2016-2020

Global Social Networking Market 2016-2020

Market outlook of the global social networking market

Technavio’s research analyst predicts the global social networking market to grow at a CAGR of around 18% during the forecast period. Social media advertising has gained popularity over the past decade, mainly due to the active participation of social media users. Social media advertising offers a solid platform for advertisers to exhibit their brands/products, especially during global events, which are actively followed across the world.

One of the reasons for the growth of advertisement spending on social media is the fact that social media acts as a platform that helps in directing search keywords toward the company’s website, leading to increased website traffic and brand popularity/visibility. Besides, social media allows brands to interact with people by offering an effective platform for communication, thereby leading to higher conversion rate and improved brand loyalty.

Segmentation by device and analysis of the social networking market

  • Social network advertisement spending on desktop computers
  • Social network advertisement spending on mobile devices
Although desktop computers accounted for around 51% of the total social media advertisement spending during 2015, the market is expected to shift significantly toward advertisement spending on mobile devices during the forecast period. This is mainly due to the growing usage of smartphones and tablets. Mobile devices help in effectively targeting potential audience as most personal and professional interactions take place in these devices. Social media apps designed for mobile devices regularly track these interactions and further increase the relevance of advertisements.

Geographical segmentation and analysis of the social networking market
  • Americas
  • APAC
  • EMEA
The market in the Americas is mature as North America accounts for around 93% of the market share in the region. It has a social media penetration of around 58%, which is the highest globally. Though this existing high penetration makes it difficult to attract new users toward social media, it offers brands a broad base of target audience, resulting in greater chances of monetizing their advertisement efforts.

Competitive landscape and key vendors

The global social networking market is dominated by a few global vendors. These vendors are constantly trying to innovate and update their platforms/solutions to keep up with the latest trends and developments in the market. Mergers and acquisitions are common in the market as major vendors like Facebook, Twitter and Google try to acquire new entrants in the market in which they see significant potential.

The leading vendors in the market are -
  • Facebook
  • Google Plus
  • LinkedIn
  • Sina Weibo
  • Twitter
  • YouTube
The other prominent vendors in the market include Instagram, iQIYI, Pinterest, Qzone, Renren, and Tumblr.

Key questions answered in the report include
  • What will the market size and the growth rate be in 2020?
  • What are the key factors driving the global social networking market?
  • What are the key market trends impacting the growth of the global social networking market?
  • What are the challenges to market growth?
  • Who are the key vendors in this market space?
  • What are the market opportunities and threats faced by the vendors in the global social networking market?
  • Trending factors influencing the market shares of the Americas, APAC, and EMEA?
  • What are the key outcomes of the five forces analysis of the global social networking market?
Technavio also offers customization on reports based on specific client requirement.

Related reports:
  • Social Network Marketing in the US 2015-2019
  • Global Social games market 2015-2019
  • Global Outdoor Advertising Market 2015-2019
  • Global Online Ad Spending Market 2015-2019
  • Global TV Ad spending market 2015-2019


Press Release

Technavio Announces the Publication of its Research Report – Global Social Networking Market 2016-2020
Technavio recognizes the following companies as the key players in the Global Social Networking Market: Facebook, Google Plus, LinkedIn, Sina Weibo, Twitter and YouTube
Other Prominent Vendors in the market are: Instagram, iQIYI, Pinterest, Qzone, Renren, and Tumblr.
Commenting on the report, an analyst from Technavio’s team said: “With social media advertising being entirely web-based, we may expect significant changes in the market during the forecast period. The share of advertisements created and posted for compatibility with desktop computers is rapidly declining. It has been estimated that 36% of the time spent on digital media is through mobile communication devices such as smartphones. Most advertisements in the coming years will be designed to cater to the users of smartphones and other mobile communication devices.”
According to the report, social media acts as an interface for brands and their customers. It has been estimated that 32% of the global customers who have heard about a brand on social media platforms have made a purchase. This is approximately 50% in developed countries such as the US and the UK. This supports the fact that a strategic and open social media platform enables organizations to reach a broader customer base, thereby increases brand recognition and customer loyalty.
Further, the report states that fans and followers of brands are free to post comments and reviews on social media platforms, which expose the business to the possibility of negative publicity.

Companies Mentioned

Facebook, Google Plus, LinkedIn, Sina Weibo, Twitter, YouTube, Instagram, iQIYI, Pinterest, Qzone, Renren, Tumblr.

  • Executive summary
    • Highlights
  • Scope of the report
    • Market overview
    • Vendor segmentation
    • Numerical figures
  • Market research methodology
    • Research methodology
    • Economic indicators
  • Introduction
    • Key market highlights
    • Overview of social media
    • Importance of social media advertising
    • Current scenario in social media advertising market
    • Future prospects in social media advertising
  • Market landscape
    • Market size and forecast
      • Table Global social networking market in terms of ad spending ($ billions)
    • Five forces analysis
      • Table Five forces analysis
  • Market segmentation by device
    • Global social network ad spending market by device
      • Table Global social network ad spending market by device 2015 and 2020
    • Global social network ad spending market based on desktop computers 2015-2020
      • Table Global social network ad spending market based on desktop computers 2015-2020 ($ billions)
      • Table Global shipments of desktop computers, smartphones, and tablets 2011-2015 (millions of units)
    • Global social network ad spending market based on mobile devices 2015-2020 ($ billions)
      • Table Global social network ad spending market based on mobile devices 2015-2020 ($ billions)
      • Table Social media advertising on mobile devices by revenue 2014-2020 ($ billions)
  • Market segmentation by countries
    • Social network ad spending market in major countries 2015
      • Table Social network ad spending market in major countries 2015
      • Table Social network ad spending market in key countries 2020
    • Social network ad spending market in the US
      • Table Social network ad spending market in the US 2015-2020 ($ billions)
    • Social network ad spending market in China
      • Table Social network ad spending market in China 2015-2020 ($ billions)
    • Social network ad spending market in the UK 2015-2020
      • Table Social network ad spending market in the UK 2015-2020 ($ billions)
      • Table Overview of social media advertising in the UK 2015 and 2020
    • Social network ad spending market in Japan
      • Table Social network ad spending market in Japan 2015-2020 ($ billions)
    • Social network ad spending market in South Korea
      • Table Social network ad spending market in South Korea 2015-2020 ($ billions)
  • Geographical segmentation
    • Global social network ad spending market by geography 2015
      • Table Global social network ad spending market by geography 2015
    • Americas
    • APAC
    • EMEA
  • Key leading countries
    • Table Top 10 countries in global social network ad spending market
    • Table Top 10 countries in global social network ad spending market
  • Market drivers
  • Impact of drivers
    • Table Impact of drivers
  • Market challenges
  • Impact of drivers and challenges
    • Table Impact of drivers and challenges
  • Market trends
  • Vendor landscape
    • Competitive scenario
    • Market share analysis 2014
      • Table Revenue of leading social networking sites 2013 and 2014 ($ billions)
      • Table Top five social network ad spending industries
  • Key vendor analysis
    • Facebook
      • Table Business segmentation by revenue 2014
      • Table Business segmentation by revenue 2013 and 2014 ($ billions)
      • Table Segmentation of revenue by geography 2014
    • Google+
    • LinkedIn
      • Table Product segmentation by revenue 2014
      • Table Product segmentation by revenue 2013 and 2014
      • Table Revenue by geography 2014
    • Twitter
      • Table Business segmentation by revenue 2014
      • Table Business segmentation by revenue 2013 and 2014 ($ millions)
      • Table Revenue by geography 2014
    • Weibo
      • Table Business segmentation by revenue 2014
      • Table Business segmentation by revenue 2013 and 2014 ($ millions)
    • YouTube
      • Table Overview of leading social networking sites
    • Other prominent vendors
  • Appendix
    • List of abbreviations
  • Explore Technavio

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