2022
9
Germany Social Media and the Metaverse Market Report 2022
2022-09-14T11:02:31+01:00
REP9147DCBC_7374_4691_A4E3_0365554DF744
2195
155687
[{"name":"Social Media","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media"},{"name":"Technology","url":"https:\/\/store.mintel.com\/industries\/technology"}]
Report
en_GB
While early versions of the metaverse allow brands to engage gaming-savvy early adopters with tailored experiences, moving beyond gaming and providing utility for the average consumers will be key to…

Germany Social Media and the Metaverse Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Social Media & the Metaverse Market Report 2022 identifies consumers’ attitudes towards purchases from social media platforms, the impact of the pandemic, the conflict in Ukraine, and the cost-of-living crisis on ecommerce advertising, and possibility for innovation using AR/VR. This report covers the virtual reality market size & share, market forecast, market segmentation and industry trends for the German Social Media Market.

Click here to view the German version of our Germany Social Media & the Metaverse Market Report 2022.

Current Market Landscape

As the rising cost of living forces consumers to cut back on spending, they are expected to increase their time spent on social media, in appreciation of it being free of charge. However, the cost-of-living crisis, the conflict in Ukraine, and moving beyond pandemic-influenced advertising ecommerce trends will combine to limit advertising revenue growth for social media platforms.

Our Social Media Germany market research has shown that lots of German social media users are interested in making purchases directly within social media apps/websites. Brands will have to make use of the growing number of shopping features available on through these channels to maximise their ecommerce success going forward – especially when targeting the younger key users of social media in Germany.

Social Media Market Share Germany and Key Industry Trends

Social media platforms not only continue to gravitate towards one another, but also towards ecommerce platforms. While this increases their appeal for brands, they need to watch out to not lose sight of their core competencies to keep standing out. The ongoing commitment to consumer privacy is further limiting targeted advertising, pushing platforms to shift advertising strategies. Economic and geopolitical disruptions might lead to a further decline in advertising revenue for platforms.

Because consumers use social media platforms for various steps during their shopping journey, brands have significant opportunities to capitalise on consumers’ brand-related usage of social media, e.g. by uploading product demonstration videos to YouTube.

  • 25% of German social media users are interested in making purchases directly within social media apps/websites.
  • 32% of Germans use social media platforms to research products.
  • 28% of Germans turn to social media for inspiration.
  • 68% of German Gen Z have used TikTok in the last three months to May 2022.

Future Trends in the German Social Media Market

Social commerce adoption will continue to grow among German consumers according to our Social Media Germany market research, which will make it increasingly important for brands to use all facets of social media for their social media marketing Germany activities. Platforms will benefit from developments in the German virtual reality industry, providing brands with a growing number of tools to promote and sell their products.

Awareness of and interest in the metaverse is highly skewed towards younger Germans with almost half of Gen Zs saying that playing games and socialising are the leading activities of interest. This concentrated target group allows brands to design impactful experiences that are specifically tailored to gaming, such as how they can immersively socialise and play with their friends online.

Read on to discover more details or take a look at all of our German Technology and Telecoms Market Research.

Quickly Understand

  • Social media platforms usage, including the growth of upcoming platforms.
  • Attributes associated with social media platforms, including which platforms are considered to be addictive for users or which ones are good for product research.
  • Consumers’ brand-related activities and behaviours on social media, including their interest in social commerce and Augmented Reality features.
  • Consumers’ awareness of the metaverse/VR.
  • Activities of interest in, and attitudes towards, the metaverse/VR.

Covered in this Report

Brands: TikTok, YouTube, Apple, Duolingo, Osprey, Spotify, Twitch, Moviepark, Zalando, Nike, Chipotle, Deutsche Bundesbank, German Telekom, and many more.

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 in social media marketing Germany, and adds expert context to the numbers.

While early versions of the metaverse allow brands to engage gaming-savvy early adopters with tailored experiences, moving beyond gaming and providing utility for the average consumers will be key to see the metaverse growing longer term.

Jan Urbanek
Jan Urbanek
Senior Consumer Technology Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Opportunities
    • Graph 1: activities respondents are interested in doing in the metaverse, 2022
  2. MARKET DRIVERS

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-23
    • The impact of the economy on social media
    • Internet usage
    • Graph 3: online media consumption (in mins), by age, 2018-21
    • 5G
    • Data privacy
    • Wellbeing
  3. WHAT CONSUMERS WANT AND WHY

    • Social media platforms used
    • Graph 4: social media platforms used in the last three months, 2020-22
    • Graph 5: social media platforms used in the last three months, by generation, 2022
    • Graph 6: usage of Instagram in the last three months, by generation, 2021-22
    • Associations with social media platforms
    • Graph 7: usage of Pinterest in the last three months, by gender and age, 2022
    • Brand-related activities on social media
    • Graph 8: activities done on social media in the last three months, by generation, 2022
    • Behaviours regarding social media
    • Graph 9: social media behaviours, 2022
    • Graph 10: interest in making purchases directly within social media apps/websites, % who agree, 2021-22
    • Awareness of the metaverse concept
    • Graph 11: Google searches for the word ‘Metaverse’, 2021-22
    • Activities in the metaverse
    • Graph 12: interest in activities in the metaverse, by awareness of the metaverse – NET, 2022
    • Graph 13: activities respondents are interested in doing in the metaverse, 2022
    • Attitudes towards the metaverse
    • Graph 14: attitudes towards the metaverse, 2022
    • The metaverse in 10 years: an imagined scenario
  4. LAUNCH ACTIVITY AND INNOVATION

  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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