2021
9
Germany Social Media Market Report 2021
2021-08-05T21:02:27+01:00
REP80D22EC6_37C9_4FF3_BE9E_5C755E8222FA
2195
141173
[{"name":"Social Media","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media"}]
Report
en_GB
While the uptake of social media as a source for entertainment has been surging during the pandemic, a stronger emphasis on user protection will be vital to maintain growth long…

Germany Social Media Market Report 2021

£ 2,195 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the Social Media market including market size, anticipated market forecast, relevant market segmentation, and industry trends regarding Social Media in Germany.

Click here to view the latest version (2022) of our Germany Social Media & Metaverse market research (DE version).

 

Market trends surrounding Social Media

Misinformation on social media has been surging during COVID-19, and the 2020 US presidential election brought the issue of hate speech into the spotlight again. Taking a strict stance against unlawful content and misinformation is key, not only to meet increasingly strict laws, but also to remain in favour of the ethically concerned German consumer.

Read on to discover more about the German Social Media consumer market or take a look at our other Germany Technology market research reports.

Quickly understand

  • The short-, medium- and long-term impact of COVID-19 on social media and changes to usage behaviour
  • Social media platforms used, including the growth of platforms such as TikTok and Twitch
  • Frequency of use of different social media platforms
  • Pursued activities on social media
  • Preferred responses of social media platforms towards misinformation
  • Consumer attitudes towards social media, including social commerce and mental wellbeing concerns

Covered in this report

Brands include: Cambridge Analytica, Facebook, HelloFresh, Instagram, Pinterest, Snapchat, TikTok, Twitch, YouTube, etc.

Products covered: This Report examines the German consumer market for social media platforms. The Report is primarily based on Mintel’s exclusive primary research of consumer attitudes and observations of trends in the German market for social media.

Expert analysis from a specialist in the field

This report, written by Jan Urbanek, a leading analyst in the Consumer Technology sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While the uptake of social media as a source for entertainment has been surging during the pandemic, a stronger emphasis on user protection will be vital to maintain growth long term.

Jan Urbanek

Analyst – Consumer Technology

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues
    • Impact of COVID-19 on social media
    • Market context
    • What consumers want and why
    • Graph 1: impact of COVID-19 on social media usage, by age, 2021
    • Opportunities
    • The competitive landscape
    • Graph 2: social networks used in the last three months, 2021
  2. MARKET DRIVERS

    • Graph 3: key economic data, in real terms, 2019-22
    • Digital media & communication
    • Graph 4: average daily consumption of online media (in min), by age, 2017-20
    • Data privacy
    • Misinformation & hate speech
    • Mental wellbeing
  3. WHAT CONSUMERS WANT AND WHY

    • Impact of COVID-19 on consumer behaviour
    • Graph 5: exposure anxiety and lifestyle concern index, 2020-21
    • Graph 6: impact of COVID-19 on social media usage, 2021
    • Graph 7: social media behaviour since the COVID-19 outbreak (“Since the COVID-19/coronavirus outbreak I have…”), by age, 2021
    • Social media platforms used
    • Graph 8: social networks used in the last three months, 2020-21
    • Graph 9: repertoire of social media platforms used, by age, 2021
    • Graph 10: social media platforms used in the last three months, by age, 2021
    • Graph 11: respondents having used Facebook in the last three months, by age, 2020-21
    • Frequency of using social media
    • Graph 12: frequency of visiting social networks, 2021
    • Graph 13: frequency of visiting social networks, at least once a day, 2020-21
    • Activities on social media
    • Graph 14: activities on social media pursued at least once a week, 2021
    • Social media and managing harmful content
    • Graph 15: appropriate responses from social media to misinformation, 2021
    • Graph 16: appropriate responses from social media to COVID-19 misinformation, by age, 2021
    • Graph 17: social media seen as best at protecting their users from harmful content, 2021
    • Graph 18: social media seen as worst at protecting their users from harmful content, 2021
    • Graph 19: social media seen as worst at protecting their users from harmful content, by 16-24s, 2021
    • Graph 20: social media seen as best at protecting their users from harmful content, by 16-24s, 2021
    • Behaviours regarding social media
    • Graph 21: behaviours with regards to social media, 2021
    • Graph 22: behaviours with regards to social media, 2021
  4. LAUNCH ACTIVITY AND INNOVATION

    • Advertising and marketing activity
  5. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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