阿联酋社会商业行业市场前景及投资研究报告-培训课件外文版2024.6

INDUSTRIES

&

MARKETSSocialcommerceintheUnitedArabEmiratesCHAPTER

01GlobaloverviewValueofsocialcommercesalesworldwidefrom2022to2030(inbillionU.S.dollars)Socialcommercesalesvalueworldwide2022-20309,0008,0007,0006,0005,0004,0003,0002,0008,5006,5004,9703,7992,90520262,22120251,69820241,29820239921,0000202220272028202920303Description:Globalsalesthroughsocialmediaplatformswereestimatedat992billionU.S.dollarsin2022.Onlinepurchasesthroughthischannelwillbecomeevenmorepopularinthefuture.Forecastssuggestthatthevalueofsocialcommercesaleswouldreacharound8.5trillionU.S.dollarsby2030.ReadmoreNote(s):Worldwide;November2023Source(s):ResearchandMarkets;Socialcommercepenetrationrateworldwidefrom2018to2028Socialcommercepenetrationrateworldwide2018-202835%30%28.64%27.77%26.89%25.85%24.84%23.62%25%20%15%10%5%21.88%18.93%14.61%8.69%20193.05%20180%2020202120222023202420252026202720284Description:Socialcommercehasexperiencedanotablesurgeinadoptionoverrecentyears.In2023,itsglobalpenetrationratehadrisentoapproximately23.6percent,comparedtojustoverthreepercentin2018.Whileforecastssuggestaslowdownintheupcomingyears,socialcommercepenetrationwillcontinuetorise,potentiallybyanotherfivepercentagepointsby2028.ReadmoreNote(s):2018to2028;estimatesSource(s):DigitalMarketInsightsTotalretaile-commercerevenueworldwidein2023,byregion(inbillionU.S.dollars)Globalretaile-commercerevenue2023,byregionRevenueinbillionU.S.dollars600

800

1,00002004001,2001,4001,6001,800AsiaAmericas1,664889.1Europe533Australia&OceaniaAfrica36.7931.185Description:Asialeadstherankingofbiggeste-commercemarketsworldwide.ThetotalrevenueofonlineretailinAsiancountriesaddeduptonearly1.7trillionU.S.dollarsin2023.Thiswasapproximately800millionU.S.dollarshigherthanthee-commercerevenuereachedintheAmericas.Australia,Oceania,andAfricaachievedfarlowere-commercerevenuesin2023,withvaluesbelow40billionU.S.dollars.Asia’sleadingpositioncanmostlybeascribedtoChina,whichachievedarevenueofover[...]

ReadmoreNote(s):Worldwide;2024Source(s):DigitalMarketInsightsShareofuserswhousedFacebookMarketplaceand/orInstagramShoppingBagworldwidein2023,byregionFacebookMarketplace/InstagramShoppingusershare2023,byregionShareofrespondents0%5%10%15%20%25%30%35%40%39%45%LatinAmericaNorthAmericaMiddleEastandAfricaAsiaPacific42%33%30%Europe26%6/statistics/1336384/facebook-marketplace-instagram-shopping-users-regionInthefirstquarterof2023,LatinAmericahadthehighestpercentageofsocialnetworkusersusingFacebookMarketplaceorInstagramShoppingBag.Globally,roughlyone-thirdofsocialnetworkusersengagedinthesesocialcommerceservices.

ReadmoreNote(s):Worldwide;Q12023;335,289platformusers;16-64yearsSource(s):GWILeadingpurchasecategoriesonsocialmediaworldwidein2023,bypurchasefrequencyMainsocialcommercepurchasecategoriesworldwide2023,byfrequencyOccasionallypurchased(3to7timesinthepastyear)70%Frequentlypurchased(8timesormoreinthepastyear)60%18%19%50%40%30%20%10%0%20%22%36%44%42%38%ApparelandaccessoriesHealthandwellnessproductsPersonalcareproductsGroceriesandfoodsupplies7Description:In2023,44percentofglobalconsumershadpurchasedapparelandaccessoriesthreetoseventimesviasocialmedia,while18percentreportedbuyinginthiscategoryeightormoretimes.Meanwhile,groceriesandfoodsuppliestoppedthelistasthemostfrequentlypurchasedcategory,with22percentindicatingtheyhadboughtthemeightormoretimesinthepreviousyear.ReadmoreNote(s):Worldwide;OctoberandNovember2023;2,774*;18yearsandolder;consumerswhohavepurchasedonsocialmediainthepastyear;*Consumersin11countriesacrossNorthAmerica,Europe,andAsia–Pacific.

ReadmoreSource(s):CapgeminiCHAPTER

02SocialmediausageNumberofsocialmediausersintheUnitedArabEmiratesfrom2020to2029(inmillions)SocialmediausersintheUnitedArabEmirates2020-2029129.719.63109.479.559.379.269.148.998.818.598642020202021202220232024202520262027202820299Description:ThenumberofsocialmediausersintheUnitedArabEmirateswasforecasttocontinuouslyincreasebetween2024and2029byintotal0.5millionusers(+5.4percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach9.71millionusersandthereforeanewpeakin2029.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedArabEmirates;2020to2029;allvaluesareestimatesSource(s):SocialnetworkusagebybrandintheUAEasofMarch2023SocialnetworkusagebybrandintheUAE2023Shareofrespondents0%10%20%30%40%50%60%58%70%80%90%100%YouTubeFacebookInstagramTikTok84%82%76%LinkedInTwitter48%45%SnapchatPinterestReddit34%22%11%10%WeChatTumblr5%Other2%10Description:WeaskedEmiraticonsumersabout"Socialnetworkusagebybrand"andfoundthat"YouTube"takesthetopspot,while"Tumblr"isattheotherendoftheranking.ReadmoreNote(s):UnitedArabEmirates;JanuarytoMarch2023;2030respondents;18-64years;respondentswhouseanykindofsocialmedia(exceptinstantmessengers)regularlySource(s):ConsumerInsightsMostusedsocialmediaplatformsbytypeintheUAEasofMarch2023MostusedsocialmediaplatformsbytypeintheUAE2023Shareofrespondents0%10%20%30%40%50%60%70%80%79%Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)Socialnetworks(e.g.,Facebook)75%73%Mediasharing(e.g.,Snapchat,Instagram,YouTube,Pinterest)Businessnetworks(e.g.,LinkedIn)47%(Micro-)blogging(e.g.,Twitter,Tumblr,WordPress)Discussionforums(e.g.,Reddit,Quora)Consumerreviewnetworks(e.g.,Yelp,TripAdvisor)Idonotusesocialmediaregularly36%22%17%1%2%Other11Description:79percentofEmiratirespondentsansweroursurveyon"Mostusedsocialmediaplatformsbytype"with"Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)".Thesurveywasconductedin2023,among2,096consumers.

ReadmoreNote(s):UnitedArabEmirates;JanuarytoMarch2023;2096respondents;18-64yearsSource(s):ConsumerInsightsMostcommonsocialmediaactivitiesintheUAEasofMarch2023MostcommonsocialmediaactivitiesintheUAE2023Shareofrespondents0%10%20%30%40%50%60%59%FollowedpeopleCommentedonposts54%54%54%LikedpostsbyotherusersSentprivatemessagesPostedpictures/videos50%Likedcompanyposts44%Followedcompanies38%37%SharedpostsbyotherusersPostedtexts/statusupdatesSharedcompanyposts32%26%IhaveonlyusedsocialmediapassivelyIhaven'tusedsocialmedia4%1%12Description:"Followedpeople"and"Commentedonposts"arethetoptwoanswersamongEmiraticonsumersinoursurveyonthesubjectof"Mostcommonsocialmediaactivities".

ReadmoreNote(s):UnitedArabEmirates;JanuarytoMarch2023;2096respondents;18-64yearsSource(s):ConsumerInsightsAdspendingonsocialmediaadvertisingintheUnitedArabEmiratesfrom2017to2028(inmillionU.S.dollars)SocialmediaadspendingUAE2017-2018500450400350435.36417.22399.08380.09358.19332.72303.03284.7730025020015010050217.3199.71165.532018108.2920170201920202021202220232024202520262027202813Description:Theadspendinginthe'SocialMediaAdvertising'segmentoftheadvertisingmarketintheUnitedArabEmirateswasforecasttocontinuouslyincreasebetween2024and2028byintotal77.2millionU.S.dollars(+21.55percent).Aftertheeleventhconsecutiveincreasingyear,theindicatorisestimatedtoreach435.36millionU.S.dollarsandthereforeanewpeakin2028.Notably,theadspendingofthe'SocialMediaAdvertising'segmentoftheadvertisingmarketwascontinuouslyincreasing[...]

ReadmoreNote(s):UnitedArabEmiratesSource(s):CHAPTER

03E-commercefiguresRetailvalueofe-commerceintheUnitedArabEmiratesfrom2020to2023(inmillionU.S.dollars)Valueofretaile-commerceUAE2020-20237,0006,0005,0006,2175,6405,1124,5774,0003,0002,0001,0000202020212022202315Description:In2023,theretailvalueexcludingsalestaxofretaile-commerceintheUnitedArabEmiratesreachedaround6.2billionU.S.dollars,upfrom5.6billionU.S.dollarsinthepreviousyear.FoodretailholdsthelargestshareoftheUAEretailmarket,anditisexpectedtocontinuetobethedominantmarketsectorinthefuture.ReadmoreNote(s):UnitedArabEmirates;2020to2023;*Retailvalueexcludingsalestax.

Note:SomefigureshavebeenroundedReadmoreSource(s):Euromonitor;USDAForeignAgriculturalServiceLeadinge-commercesegmentsintheUnitedArabEmiratesin2023,bymarketshareLeadinge-commercesegmentsUAE2023,bymarketshareE-commercemarketshare15%0%5%10%20%25%30%35%Toys,DIY,andhobbiesFashion29%27%ElectronicsandmediaFoodandpersonalcareFurnitureandappliances18%13%12%16Description:Asof2023,theprimarycategoryine-commercewithintheUnitedArabEmirateswastoys,DIY,andhobbies,holdingthelargestmarketshareof29percent.Itwasfollowedbyfashion,withamarketshareof27percent.

ReadmoreNote(s):UnitedArabEmirates;2023Source(s):PPROCHAPTER

04SocialcommercePercentageofonlineconsumersbuyingfromsocialnetworksinselectedcountriesworldwidein2023Shareofsocialcommercebuyersworldwide2023,bycountryShareofrespondents40%

50%0%10%20%30%60%70%80%90%100%ThailandColombia91%91%ChinaUnitedArabEmiratesIndia90%89%88%Argentina80%79%78%76%MexicoBrazilSouthAfricaNetherlandsPoland58%58%58%UnitedKingdomUnitedStates57%18Description:ThailandandColombiaboastsomeofthehighestpercentagesofsocialcommercebuyersglobally,with91percentofonlineshoppersineachcountryalreadymakingpurchasesthroughsocialmediaplatformsin2023.Chinacloselyfollowedwitha90percentadoptionrate,trailedbytheUnitedArabEmiratesandIndia.ReadmoreNote(s):Worldwide;April6to20,2023;shoppersbuyingonlineatleastonceamonthSource(s):Censuswide;WundermanThompsonCommerceWeeklyonlineshoppingactivityintheUnitedArabEmiratesasof3rdquarter2023WeeklyonlineshoppingactivityUAE2023Shareofinternetusers20%0%10%30%40%50%60%70%PurchasedaproductorserviceonlineOrderedgroceriesviaanonlinestoreUsedanonlinepricecomparisonserviceUsedabuynow,paylaterservice64.3%41.3%24.6%13.2%12.4%Boughtasecond-handitemviaanonlinestore19Description:Asofthethirdquarterof2023,around64.3percentofinternetusersintheUnitedArabEmiratespurchasedaproductorserviceonline.Atthesametime,around41.3percentofonlinecustomersorderedgroceriesonline.

ReadmoreNote(s):UnitedArabEmirates;Q32023;16-64Source(s):DataReportal;GWI;Meltwater;WeAreSocialShareofconsumerswhohadalreadyusedlivestreamcommercetopurchaseanitemonlineinselectedcountriesworldwidein2023Consumershavingalreadypurchasedvialivecommerce2023,bycountryShareofrespondents0%10%20%30%40%50%60%70%80%90%ChinaIndiaThailand81%75%73%72%UnitedArabEmiratesBrazil61%SouthAfricaColombia54%52%Mexico48%UnitedStatesArgentina40%40%SpainPolandUnitedKingdom37%36%35%20Description:A2023surveyrevealedthat,ofallthecountriesincluded,onlineshoppersinChinawerethemostfamiliarwithlivecommerce,witheightintenonlineshoppershavingalreadypurchasedproductsvialivestreaming.Indiarankedsecondinlivee-commerceadoption,withthree-quartersofrespondentsclaimingtohaveuseditinthepast.Incomparison,variousEuropeancountrieswererelativelyunfamiliarwithlivestreamcommerce,withjust25percentofFrenchrespondentsusingitfor[...]

ReadmoreNote(s):Worldwide;April6to20,2023;31,647respondentsSource(s):Censuswide;WundermanThompsonCommerceCHAPTER

05InfluencermarketingDemographicsofInstagraminfluenceraudiencesintheUnitedArabEmiratesasofJune2023,byagegroupShareofInstagraminfluenceraudiencesUAE2023,byagegroupShareofaudiences15%

20%0%5%5.08%10%25%30%35%40%Under18years19to25years28.19%26to32years37.11%33to39years17.83%40to46years5.84%46yearsandabove5.29%22Description:AsofJune2023,theprimaryaudienceofInstagraminfluencersinUAEwereusersbetween26and32yearsold,accountingfor37.11percent.Thiswasfollowedbyusersagedbetween19and25yearsold,withashareof28.19percent.

ReadmoreNote(s):UnitedArabEmirates;January1toJune14,2023Source(s):Affable.aiNumberofinfluencersonTikTokintheUnitedArabEmiratesasofJune2023,byfollowercountInfluencercountonTikTokUAE2023,byfollowercountInfluencercount800

1,00002004006001,2001,4001,6001,8002,0005kto10kfollowers10kto50kfollowers50kto100kfollowers100kto250kfollowers250kto1mfollowers1m+followers336251,4611,7991,01524923Description:AsofJune2023,morethan1.7thousandTikTokcontentcreatorsintheUAEhadbetween100to250thousandfollowers.Meanwhile,influencerswithmorethanonemillionfollowersreached249people.

ReadmoreNote(s):UnitedArabEmirates;January1toJune14,2023Source(s):Affable.aiMarketingprioritiesshareforbrandsintheUnitedArabEmiratesin2023MarketingprioritiesUAE2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%89.7%100%ProgrammaticMediaEmailCampaignsDigitalVideo76.9%66.7%Display61.5%SocialMedia46.2%InfluencerMarketingSearch41%30.8%24Description:Inasurveyconductedin