Social Networking Market 2016-2020

  • Published: Dec 2015
  • Pages: 62
  • SKU: IRTNTR8042

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This market research report presents the growth prospects of the global social networking market in terms of advertisement spending for the period 2016-2020. It highlights the top 10 countries in the market along with their corresponding parameters related to social media that are influencing the market scenario during the forecast period. The report outlines the market shares along with a detailed analysis of the key regions such as the Americas, APAC, and EMEA. The key vendors analyzed in this report are Facebook, Google Plus, LinkedIn, Sina Weibo, Twitter, and YouTube.

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 and social networking service 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. This will have a positive impact on the social networking market size.

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 social networking 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 social networking market size and 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?
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Table of Contents

PART 01: Executive summary

  • Highlights

PART 02: Scope of the report

  • Market overview
  • Vendor segmentation
  • Numerical figures

PART 03: Market research methodology

  • Research methodology
  • Economic indicators

PART 04: 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

PART 05: Market landscape

  • Market size and forecast
  • Five forces analysis

PART 06: Market segmentation by device

  • Global social network ad spending market by device
  • Global social network ad spending market based on desktop computers 2015-2020
  • Global social network ad spending market based on mobile devices 2015-2020 ($ billions)

PART 07: Market segmentation by countries

  • Social network ad spending market in major countries 2015
  • Social network ad spending market in the US
  • Social network ad spending market in China
  • Social network ad spending market in the UK 2015-2020
  • Social network ad spending market in Japan
  • Social network ad spending market in South Korea

PART 08: Geographical segmentation

  • Global social network ad spending market by geography 2015
  • Americas
  • APAC
  • EMEA

PART 09: Key leading countries

PART 10: Market drivers

PART 11: Impact of drivers

PART 12: Market challenges

PART 13: Impact of drivers and challenges

PART 14: Market trends

PART 15: Vendor landscape

  • Competitive scenario
  • Market share analysis 2014

PART 16: Key vendor analysis

  • Facebook
  • Google+
  • LinkedIn
  • Twitter
  • Weibo
  • YouTube
  • Other prominent vendors

PART 17: Appendix

  • List of abbreviations

PART 18: Explore Technavio

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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