沙特阿拉伯社交媒體行業(yè)市場前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

INDUSTRIES

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MARKETSSocialmediainSaudiArabiaCHAPTER

01OverviewGlobalsocialnetworkpenetrationrateasofJanuary2023,byregionSocialmedia:globalpenetrationrate2023,byregionShareofpopulation0%10%20%30%40%50%60%70%80%90%NorthernEuropeWesternEuropeSouthernEuropeNorthernAmericaEasternAsiaSouthernAmericaEasternEuropeCentralAmericaSoutheasternAsiaWesternAsia83.6%83.3%76.7%73.9%72%71.3%70.5%67.5%63.7%63.6%OceaniaGlobal62%59.4%Caribbean50.6%3Description:AsofJanuary2023,NorthernEuropewastheregionwiththehighestsocialnetworkpenetrationrate,withareachof83.6percent.WesternEuropefollowedcloselywith83.3percent,andSouthernEuroperankedthirdwithapenetrationrateof76.7percent.InEasternandMiddleAfrica,socialmediapenetrationstoodat8.4percentand7.4percent,respectively.Globally,approximatelysixoutofeverytenpeopleusesocialmedia.

ReadmoreNote(s):Worldwide;January2023;socialmediausersasashareoftotalpopulationSource(s):DataReportal;Meltwater;WeAreSocialNumberofinternetusersworldwideasof2022,byregion(inmillions)Globalnumberofonlineusersworldwide2022,byregionNumberofinternetusersinmillions02004006008001,0001,2001,400EasternAsiaSouthernAsia1,235.661,026.63Americas807.77SoutheastAsiaNorthAmericaSouthAmericaCentral&WesternEuropeEasternEuropeSouthernEuropeWesternAsia516.5444.06310292.61201.07190.76182.08NorthernAfricaWesternAfricaEasternAfrica169.11156.38130.144Description:Asof2022,EastAsiaaccountedforapproximately1.2billionoftheworld`sinternetusers,followedbySouthernAsiawithalittleoveronebillion.TheglobaldigitalpopulationinApril2022amountedtofivebillioninternetusersintotal.ReadmoreNote(s):Worldwide;2022Source(s):Dailytimespentonsocialnetworkingbyinternetusersworldwidefrom2012to2023(inminutes)Averagedailytimespentonsocialmediaworldwide2012-202316014012015114714514514514213412811110495100806040200902012201320142015201620172018201920202021202220235Description:Asof2022,theaveragedailysocialmediausageofinternetusersworldwideamountedto151minutesperday,upfrom147minutesinthepreviousyear.Currently,thecountrywiththemosttimespentonsocialmediaperdayisthePhilippines,withonlineusersspendinganaverageofthreehoursand53minutesonsocialmediaeachday.Incomparison,thedailytimespentwithsocialmediaintheU.S.wasjusttwohoursandthreeminutes.

ReadmoreNote(s):Worldwide;2012to2023;16-64years;socialmediaandmessagingSource(s):DataReportal;GWI;Hootsuite;WeAreSocialDistributionofsocialmediausersinAfricaasofJanuary2023,bygenderandregionShareofsocialmediausersinAfrica2023,bygenderandregionFemale51%Male70%60%59%59%59%60%50%40%30%20%10%0%49%41%41%41%40%NorthernAfricaEasternAfricaSouthernAfricaWesternAfricaMiddleAfrica6Description:MenweremorepresentonsocialmediaintheAfricancontinent.InNorthern,WesternandEasternAfrica,59percentoftheusersonsocialmediaweremenasofJanuary2023.Ontheotherhand,slightlymorewomenusedsocialmediainSouthernAfricathanmen.ReadmoreNote(s):Africa;January2023Source(s):DataReportal;Hootsuite;WeAreSocialCHAPTER

02InternetusageInternetpenetrationrateinSaudiArabia2018-2028InternetpenetrationrateinSaudiArabia2018-202899%97%95%93%91%89%87%85%201820192020202120222023202420252026202720288Description:ThepopulationsharewithinternetaccessinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2028byintotal0.8percentagepoints.Theinternetpenetrationisestimatedtoamountto98percentin2028.Notably,thepopulationsharewithinternetaccessofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):SaudiArabia;2018to2028Source(s):DigitalMarketInsightsPercentageofhouseholdswithinternetaccessinSaudiArabiafrom2013to2028PercentageofhouseholdswithinternetaccessinSaudiArabia2013-202812099.599.8510010010010010010010099.1810080604020094.53949493.0492.2682.120132014201520162017201820192020202120222023202420252026202720289Description:ThepercentageofhouseholdswithinternetaccessinSaudiArabiawasforecasttoremainonasimilarlevelin2028ascomparedto2024with100percent.Accordingtothisforecast,theinternetpenetrationwillstaynearlythesameovertheforecastperiod.ReadmoreNote(s):SaudiArabia;2013to2028;allvaluesareestimatesSource(s):MobileinternetusagepenetrationinSaudiArabiafrom2013to2028MobileinternetusagereachinSaudiArabia2013-2028100908070605040302010094.2694.6194.8693.893.1892.3691.2789.8487.9885.682.5878.8574.3268.9562.6955.48201320142015201620172018201920202021202220232024202520262027202810Description:ThepopulationsharewithmobileinternetaccessinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2028byintotal2.5percentagepoints.Afterthefifteenthconsecutiveincreasingyear,themobileinternetpenetrationisestimatedtoreach94.86percentandthereforeanewpeakin2028.Notably,thepopulationsharewithmobileinternetaccessofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):SaudiArabia;2013to2028;allvaluesareestimatesSource(s):NumberofmobilebroadbandconnectionsinSaudiArabiafrom2013to2028(inmillions)NumberofmobilebroadbandconnectionsinSaudiArabia2013-2028605051.750.3648.9547.4745.9144.3142.9742.7341.3840.0540302010037.4433.3929.6529.0924.5323.88201320142015201620172018201920202021202220232024202520262027202811Description:ThenumberofmobilebroadbandconnectionsinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2028byintotal7.4millionconnections(+16.7percent).Afterthesixthconsecutiveincreasingyear,thenumberofconnectionsisestimatedtoreach51.7millionconnectionsandthereforeanewpeakin2028.ReadmoreNote(s):SaudiArabia;2013to2028;allvaluesareestimatesSource(s):CHAPTER

03SocialmediaplatformsMostusedsocialmediaplatformsinSaudiArabiain2022,byshareofusersMostusedsocialmediaplatformsSaudiArabia2022,byshareofusersShareofusers40%0%10%20%30%50%60%70%80%90%100%WhatsappInstagramTwitter87.4%78.1%71.9%68.8%SnapchatTiktok63.6%63.4%FacebookTelegram59.5%FacebookMessengerPinterest43.3%26.4%Linkedin24.5%13Description:Withan87.4percentusersharein2022,WhatsappwasthemostpopularsocialmediaplatforminSaudiArabia.Forthatyear,thetotalnumberofsocialmediausersinthecountrywasapproximately29.5million.

ReadmoreNote(s):SaudiArabia;2022Source(s):GlobalMediaInsightNumberofmessengerapplicationusersinSaudiArabiain2022,byapp(inmillions)NumberofmessengerappusersSaudiArabia2022,byappNumberofusersinmillions10

1505202530WhatsappFacebookMessengerTikTok28.2418.9815.61Skype9.09Snapchat18.73WeChat7.96Line7.2614Description:In2022,themessengerapplicationwiththehighestnumberofusersintheUnitedArabEmirateswasWhatsAppatabout28.24millionusers.ItwasfollowedbyFacebookMessengeratabout18.98millionusers.Thetotalnumberofsocialmediausersinthecountryforthatyearwasabout29.5million.ReadmoreNote(s):SaudiArabia;2022Source(s):GlobalMediaInsightNumberofFacebookusersinSaudiArabiafrom2018to2027(inmillions)FacebookusersinSaudiArabia2018-20273027.0527.1627.2826.826.9526.5526.0724.425201510516.2615.410201820192020202120222023202420252026202715Description:ThenumberofFacebookusersinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2027byintotal0.5millionusers(+1.87percent).Aftertheninthconsecutiveincreasingyear,theFacebookuserbaseisestimatedtoreach27.28millionusersandthereforeanewpeakin2027.Notably,thenumberofFacebookusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):SaudiArabia;2018to2027;allvaluesareestimatesSource(s):ForecastofthenumberofYoutubeusersinSaudiArabiafrom2017to2025(inmillions)YoutubeusersinSaudiArabia2017-2025302525.782523.8823.0121.3420.352017.6616.681512.7105020172018201920202021202220232024202516Description:In2021,YouTube'suserbaseinSaudiArabiaamountstoapproximately21.34millionusers.ThenumberofYouTubeusersinSaudiArabiaisprojectedtoreach25.78millionusersby2025.Userfigureshavebeenestimatedbytakingintoaccountcompanyfilingsorpressmaterial,secondaryresearch,appdownloadsandtrafficdata.Theyrefertotheaveragemonthlyactiveusersovertheperiod.

ReadmoreNote(s):SaudiArabia;2017-2019;Allvaluesareestimates.Source(s):NumberofInstagramusersinSaudiArabiafrom2018to2027(inmillions)InstagramusersinSaudiArabia2018-20272017.8717.41816141210816.8516.2215.7615.4815.4915.2813.5412.496420201820192020202120222023202420252026202717Description:ThenumberofInstagramusersinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2027byintotal2.4millionusers(+15.49percent).Afterthefifthconsecutiveincreasingyear,theInstagramuserbaseisestimatedtoreach17.87millionusersandthereforeanewpeakin2027.ReadmoreNote(s):SaudiArabia;2018to2027;allvaluesareestimatesSource(s):CHAPTER

04SocialmediausageNumberofsocialmediausersinSaudiArabiafrom2019to2028(inmillions)SocialmediausersinSaudiArabia2019-202840353036.2535.6534.9634.1733.2532.1530.8529.2827.425.192520151050201920202021202220232024202520262027202819Description:ThenumberofsocialmediausersinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2028byintotal4.1millionusers(+12.75percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach36.25millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):SaudiArabia;2019to2028;allvaluesareestimatesSource(s):SocialmediausergrowthinSaudiArabiafrom2014to2022SocialmediausergrowthSaudiArabia2014-2022353029.527.825252520151052319119.27.6020142015201620172018201920202021202220Description:In2022,thenumberofsocialmediausersinSaudiArabiaamountedto29.5millionusers,upfrom27.8millionusersinthepreviousyear.OnaverageSaudiArabiansspentthreehoursand24minutesadayonsocialmediaforthatyear.

ReadmoreNote(s):SaudiArabia;2014to2022Source(s):GlobalMediaInsightReasonsforsocialmediausageinSaudiArabiain2022ReasonsforsocialmediausageSaudiArabia2022Shareofusers0%5%10%15%20%25%30%35%40%45%50%KeepingintouchwithfriendsandfamilyFillingsparetime46.2%46.1%FindingproductstopurchaseReadingnewsstories32.6%31.5%31%29.4%28.6%27.3%25.1%22.8%MakingnewcontactsSeeingwhat'sbeingtalkedaboutCelebritiesandinfluencersLookingforthingstodoorbuyFollowingsportsActivitiesforwork21Description:In2022,themainreasonforsocialmediausageintheUAEwastokeepintouchwithfriendsandfamilyaccountingfor46.2percent,followedbyfillingsparetimeaccountingfor46.1percent.Thetotalnumberofsocialmediausersinthecountryforthatyearwasabout29.5million.ReadmoreNote(s):Source(s):GlobalMediaInsightMostusedsocialmediaplatformsinSaudiArabiaasof3rdquarterof2022MostusedsocialmediaplatformsSaudiArabiaQ32022Shareofrespondents40%0%10%20%30%50%60%70%80%90%WhatsappInstagramSnapchatTwitter83.7%76.8%68.9%68.7%Tiktok67.6%FacebookTelegramFBmessengerPinterestLinkedinImessageSkype66.3%55.6%47.7%28.6%25.2%21.3%13.9%13.8%LineReddit8.2%Discord7%22Description:AccordingtoasurveyaboutinternetusageinSaudiArabia,WhatsAppwasthemostusedsocialmediaplatformwith83.7percentofinternetusersreportingusingitasofthethirdquarterof2022.Instagramcamesecondwith76.8percent.

ReadmoreNote(s):SaudiArabia;Q32022;16-64years;Internetuserswhouseeachplatformeverymonth.Source(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

05SocialmediaadvertisingShareofwebtrafficreferralsfromsocialmediaplatformsinSaudiArabiain2022ShareofwebtrafficreferralsfromsocialmediaplatformsSaudiArabia202270%62.23%60%50%40%30%21.85%20%10%0%6.41%4.05%2.5%1.67%0.18%Reddit0.11%FacebookTwitterYoutubeInstagramPinterestLinkedinTumblr24Description:In2022,FacebookhadthehighestshareofwebtrafficreferralsfromsocialmediainSaudiArabia,withashareofaround62.2percent.Thetotalnumberofsocialmediausersinthecountryforthatyearwasabout29.5million.

ReadmoreNote(s):SaudiArabia;2022Source(s):GlobalMediaInsightDistributionofsocialmediaadvertisingaudienceinSaudiArabiain2022,byageandgender*ShareofsocialmediaadvertisingaudienceSaudiArabia2022,byageandgenderShareofaudienceMale

Female15%0%5%10%20%25%30%35%2.1%1.6%13-1718-2413%7.5%30.4%25-3416.6%13.4%35-446.3%4.2%45-541.6%1.3%0.5%0.9%0.6%55-6465andolder25Description:In2022,thelargestshareofsocialmediaadvertisingaudienceinSaudiArabiawasbetween25to34yearsoldatabout16.6percentfemales,and30.4percentmales.Thetotalnumberofsocialmediausersinthecountryforthatyearwasabout29.5million.ReadmoreNote(s):SaudiArabia;2022;*ShareoftotaladvertisingaudienceacrossFacebook,FacebookMessengerandInstagram.ReadmoreSource(s):GlobalMediaInsightNumberofusersoffacebookadvertisinginSaudiArabia2019-2028(inmillions)NumberofusersoffacebookadvertisinginSaudiArabia2019-20283027.3627.0227.1227.2426.7826.9226.5426.0724.425201510516.260201920202021202220232024202520262027202826Description:ThereachofsocialmediaadvertisingonFacebookinSaudiArabiawasforecasttocontinuouslyincreasebetween2023and2028byintotal0.6millionusers(+2.24percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach27.36millionusersandthereforeanewpeakin2028.Notably,theindicator'Reachbysocialnetwork'ofthe'Facebook