全球市場(chǎng)研究行業(yè)市場(chǎng)前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.6特斯拉比亞迪小米SU7

INDUSTRIES

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MARKETSMarketresearchindustryCHAPTER

01IndustryoverviewRevenueofthemarketresearchindustryworldwidefrom2008to2023withaforecastfor2024(inbillionU.S.dollars)Revenueofthemarketresearchindustryworldwide2008-20231009087.6884.3381.838076.4273.3871.8670.4470605040302010066.3746.0944.0344.4243.239.4739.5234.52201033.15200932.46200820112012201320142015201620172018201920202021202220232024*3Description:Theglobalmarketresearchindustryreachedarecordhighmarketsizeofapproximately84.3billionU.S.dollarsin2023.Overthelastdecade,theglobalmarketresearchindustryhasperformedcontrarytobroadereconomictrendsastheindustryhascontinuedtogrow.Figuresfor2023signaledanincreaseofabout3.5billionU.S.dollarscomparedtothepreviousyear.ReadmoreNote(s):Worldwide;2008to2023Source(s):BDO;ESOMARRevenueofthemarketresearchindustryworldwidefrom2009to2022,bycountryorregion(inbillionU.S.dollars)Revenueofthemarketresearchindustryworldwidebycountryorregion2009-2022EuropeNorthAmericaAsiaPacificLatinAmericaMiddleEastandAfricaUnitedStatesRestofAmericas140120100806040200200920102011201220132014201520162017201820192020202120224Description:Duetotheever-increasingamountofgatheredandanalyzeddata,theglobalrevenueofthemarketresearchindustryhasexperiencedstronggrowthinrecentyears.TheUnitedStatesmarketwasthelargest,valuedatalmost71.5billionU.S.dollarsin2022andaccountedformorethanhalfoftheglobalmarket.ReadmoreNote(s):Worldwide;2009to2022Source(s):BDO;ESOMARDistributionofglobalmarketresearchrevenuein2022,byregionDistributionofglobalmarketresearchrevenuebyregion2022MiddleEast&Africa4%AsiaPacific14%RestofAmericas3%UnitedStates55%Europe24%5Description:In2022,theregionwiththehighestshareofglobalmarketresearchrevenuewastheUnitedStateswithoverhalfoftheglobalturnover.Europe,ontheotherhand,wasresponsibleforonequarteroftheglobalrevenue.

ReadmoreNote(s):Worldwide;2022Source(s):BDO;ESOMARDistributionofmarketresearchrevenueworldwidein2022,byclientsectorMarketresearchrevenueworldwidebyclientsector2022Shareofrevenue10%0%5%15%20%25%MediaandbroadcastingConsumernon-durablesPharmaceutical23%14.4%12.1%Financialservices7.6%7.3%7.2%TelecommunicationsandICTWholesaleandretailConsumerdurablesAutomotive5.7%5%4.5%AdvertisingagenciesPublicadministrationUtilitiesResearchinstitutesTourism,travelandrecreationNon-profitandNGOsOther4%1.9%1.9%1.5%0.9%3%6Description:In2022,theclientsectorwiththehighestshareofmarketresearchrevenueworldwidewasmediaandbroadcasting,with23percentofthetotalshare.Secondinthelistwasconsumernon-durables,with14.4percentoftheshareworldwide.

ReadmoreNote(s):Worldwide;2022Source(s):BDO;ESOMARAnnualgrowthinmarketresearchrevenueworldwidein2022,byregionAnnualgrowthinmarketresearchrevenueworldwidebyregion20228%5.9%6%4%3.5%2%2%0.9%0%-2%-4%-6%-8%-2.8%-6%UnitedStatesWorldEuropeAsiaPacificRestofAmericasAfricaandMiddleEast7Description:In2022,theregionthathadthehighestgrowthrateinmarketresearchrevenuewastheUnitedStates.AfricaandtheMiddleEastandtherestoftheAmericasbothrecordedanegativegrowthrateofminussixandandminus2.8respectively.

ReadmoreNote(s):Worldwide;2022Source(s):BDO;ESOMAR;IMFMarketshareofthemarketresearchindustryworldwidein2022,bycountryMarketshareofthemarketresearchindustryworldwidebycountry2022Restoftheworld30%UnitedStates55%Australia2%India2%China2%UnitedKingdom9%8Description:In2021,theUnitedStateshadthevastmajorityofthemarketshareoftheglobalmarketresearchindustry.ItsclosestcompetitorintheUnitedKingdomhadlessthantenpercentoftheshare,comparedtoover50percentintheUnitedStates.

ReadmoreNote(s):Worldwide;2022Source(s):BDO;ESOMARCountrieswiththelargestestablishedresearchsectorsworldwidein2022,byrevenue(inbillionU.S.dollars)Countrieswiththelargestestablishedresearchrevenueworldwide2022RevenueinbillionU.S.dollars1005152025UnitedStatesUnitedKingdomChina22.083.882.77France2.34Germany2.11Restoftheworld13.969Description:In2022,theestablishedmarketwiththelargestmarketresearchrevenuewastheUnitedStates,withatotalnationwideturnoverof22billionU.S.dollars.TheUnitedKingdomwassecondinthelistandhadarevenueofapproximately17billionU.S.lessthanthatoftheUnitedStates.ReadmoreNote(s):Worldwide;2022Source(s):BDO;ESOMARLeadingmarketresearchcompaniesworldwidefrom2016to2022,byrevenue(inbillionU.S.dollars)Leadingmarketresearchcompaniesworldwidebyrevenue2016-2022Ranking

2022GartnerRevenue

2022Ranking

2021GartnerRevenue

20214.735.485.434.524.423.552.722.532.212.181.97IQVIAIQVIA5.21SalesForceAdobeSystemsNielsenSalesForceAdobeSystemsNielsen3.93.873.5KantarKantar3.03IpsosIpsos2.54Circana(IRI+NPD)CoStarGroupS&PGloval(IHSMarkit)NielsenIQCoStarGroupIHSMarkit1.841.942.1310Description:In2022,theleadingmarketresearchcompanyintermsofNote(s):Worldwide;2016to2022Source(s):BDO;ESOMARrevenuewasGartner,generatingapproximately5.5billionU.S.dollars.Inthesameyear,AmericancompanyIQVIAaccruedalmost5.45billionU.S.dollars.

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02GloballeadersRevenueofKantarworldwidefrom2006to2023(inbillionU.S.dollars)RevenueofKantarworldwide2006-20234.543.854.03.53.02.52.01.51.03.823.793.713.523.363.333.343.183.062.982.872.822.791.551.521.420062007200820092010201120122013201420152016201720182019202020212022202312Description:Kantargeneratedarevenueofapproximately3billionU.S.dollarsworldwidein2023.Thiswasadecreaseofroughly80millionU.S.dollarswhencomparedtothepreviousyear.

ReadmoreNote(s):Worldwide;2006to2023Source(s):KantarResearchrevenueofIQVIAworldwidefrom2013to2023(inbillionU.S.dollars)ResearchrevenueofIQVIAworldwide2013-20237655.865.755.534.354.144.1443.683.32.9232102.62.542013*2014*2015*2016**201720182019202020212022202313Description:TheresearchrevenueofIQVIA,oneoftheleadingmarketresearchcompaniesworldwide,increasedsteadilysince2013.In2023,thecompanyrecordedarevenueofapproximately5.86billionU.S.dollarsfromthisdepartment.

ReadmoreNote(s):Worldwide;2013to2023Source(s):InsightsAssociation;IQVIA;MSUNumberofIQVIAemployeesworldwidefrom2014to2023NumberofIQVIAemployeesworldwide2014-2023100,00087,00090,00086,00079,00080,00070,00060,00050,00040,00030,00020,00010,000070,00067,00058,00055,00050,00036,10032,600201420152016201720182019202020212022202314Description:ThisstatisticshowstheapproximatenumberofstaffeachyearforresearchcompanyIQVIAfrom2014to2023.In2014,IQVIAhadapproximately32,600staff.AsofDecember31,2022,thenumberstoodatapproximately87,000.IQVIA-formerlyknownasQuintilesandIMSHealth,Inc.-isaU.S.companyfromDurham,NorthCarolina,activeinclinicalresearchandhealthIT.ReadmoreNote(s):WorldwideSource(s):IQVIARevenueofIpsosworldwidefrom2000to2023(inbillioneuros)RevenueofIpsosworldwide2000-20233.02.41

2.42.52.1522.01.51.00.50.01.841.791.79

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202315Description:In2023,Ipsosgeneratedapproximately2.4billioneurosinrevenue.Thiswasadecreaseofroughly10millioneuroswhencomparedtothepreviousyear.Ipsoswasoneoftheworld’slargestmarketresearchcompaniesandhad20,156employeesin2022.TheheadquartersofthefirmarefoundinParis,France.ReadmoreNote(s):Worldwide;2000to2023Source(s):IpsosNumberofIpsosemployeesworldwidefrom2000to2023NumberofIpsosemployeesworldwide2000-202325,00020,00015,00010,0005,00002000

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202316Description:In2023,themarketresearchcompanyIpsoshadaworkforceofapproximately19,700worldwide.Thisrepresentedaslightdecreasewhencomparedtothepreviousyearwhenthecompanyemployed20,156people.

ReadmoreNote(s):Worldwide;2000to2023;*Theincreaseinthenumberofemployeesfrom2010to2011ismainlyduetotheaquisitionofSynovate.Datapriorto2023fromearlierpublicationsbythesource.

ReadmoreSource(s):IpsosAnnualrevenueofGartnerfrom2012to2023,bysegment(inmillionU.S.dollars)AnnualrevenueofGartner2012-2023bysegmentResearchConsultingConferences7,0006,0005,0004,0003,0002,0001,000020122013201420152016201720182019202020212022202317Description:ThestatisticshowsthetotalrevenuegeneratedbyGartnerworldwideeachyear,from2012to2023.In2023,Gartnergeneratedrevenuesof4.9billionU.S.dollarsfromitsresearchsegmentworldwide.Thecompanyisoneoftheworld'sleadinginformationtechnologyresearchandadvisorycompanies.Itprovidesresearchandconsultingservicestoitscustomers,aswellasruneventstargetingIT,supplychain,marketing,andotherbusinessprofessionals.

ReadmoreNote(s):Worldwide;2012to2023;Financialyearends31stDecemberSource(s):GartnerNumberofGartneremployeesworldwide2010to2023NumberofemployeesinGartnerworldwide2010-202325,00020,00015,00010,0005,00002010201120122013201420152016201720182019202020212022202318Description:In2023,Gartneremployedapproximately20,200peopleglobally.Thecompanyisoneoftheworld'sleadinginformationtechnologyresearchandadvisorycompanies.Itprovidesresearchandconsultingservicestoitscustomers,andalsorunseventstargetingIT,supplychain,marketing,andotherbusinessprofessionals.ReadmoreNote(s):Worldwide;2010to2023Source(s):GartnerSalesforce'sresearchanddevelopmentexpenseworldwidefrom2015to2024fiscalyear*(inbillionU.S.dollars)ResearchanddevelopmentexpenditureofSalesforceworldwidefrom2015-20246545.064.914.473.632.771.892101.551.210.950.79201520162017201820192020202120222023202419Description:Salesforcespent4.9billionU.S.dollarsonresearchanddevelopment(R&D)inthefiscalyear2024.Salesforce'sR&Dexpenseincreasedrapidlyoverthemeasuredperiod,growingbyalmostfourbillionU.S.dollarsfrom2015to2024.

ReadmoreNote(s):Worldwide;2015to2024;*Salesforce'sfiscalyearendsonJanuary31.Forexample,the2019fiscalyearendedonJanuary31,2019.

ReadmoreSource(s):SSalesforce'snumberofemployeesworldwidefrom2015to2023fiscalyear*(inthousands)NumberofemployeesatSalesforceworldwidefrom2015-20239080706050403079.3973.5456.64936292519201001620152016201720182019202020212022202320Description:Shadatotalofaround79,390employeesasofthe2023fiscalyear.Salesforce'snumberofemployeeshasincreasedduringthemeasuredperiod,almostdoublingitselfsince2019.

ReadmoreNote(s):Worldwide;2014to2023;*Saleforce'sfiscalyearendsonJanuary31.Forexample,the2019fiscalyearendedonJanuary31,2019.

ReadmoreSource(s):SCHAPTER

03ResearchmethodsServicescontributingthemosttotheglobalrevenueofmarketresearchcompaniesin2022,bytypeofserviceMarketresearch:researchservicescontributingthemosttorevenues2022,bytypeShareoftotalrevenues10%

15%0%5%20%25%30%35%40%Online/mobilequantitativeresearchReporting35%20.2%Onlinetraffic/webanalyticsOnline/mobilequalitativeresearchTelephoneCAITI9.7%6%3.6%2.8%OnlineresearchcommunitiesSocialmediamonitoringAutomateddigital/electronicFace-to-facegroupdiscussions/focusgroupsFace-to-face2.7%2.7%2.6%2%Indepthface-to-faceinterviewsOtherqualitative2%1.7%1.7%Otherquantitative22Description:In2022,theservicethatcontributedmosttotherevenueofmarketresearchcompanieswasonline/mobilequantitativeresearchwith35percentofthemarketshare.Secondinthelistwasreporting,with20.2percent.

ReadmoreNote(s):Worldwide;2022Source(s):BDO;ESOMARBreakdownofthespendingonmarketresearchservicesworldwidein2022,byclient'ssectorSectorsconcentratingthemostspendingonmarketresearch2022,byclient'ssectorShareofresearchspending10%0%5%15%20%25%MediaandbroadcastingConsumergoodproducersPharma23%14.4%12.1%Financialservices7.6%7.3%7.2%TelecommunicationsandICTWholesaleandretailDurablegoodsproducersAutomotiveindustryAdvertisementagenciesPublicInstitutions5.7%5%4.6%4%Utilitiessector1.9%1.9%ResearchinstitutesTourismandrecreationNon-profitorganizationsOthers1.5%0.9%3%23Description:In2021,roughly17percentoftheglobalspendingmadeonmarketresearchservicescamefromthePharmasector.Furthermore,almost16percentoftheglobalspendingonsuchservicesoriginatedfromthemediaandentertainmentindustryduringthesameyear.ReadmoreNote(s):Worldwide;2022Source(s):BDO;ESOMARGlobaldistributionofthespendinginmarketresearchservicesbymethodofsurveyin2022Globalspendingonmarketresearchservicesin2022,bysurveytypeShareofresearchspending6%

8%0%2%4%10%12%14%16%18%CRMSystems/CustomerSatisfactionMarketmeasurement16.4%15%Userexperience12.4%Usageandbehavioralstudies(Media)AudienceresearchNewproduct/servicedevelopmentOpinionsurvey/polling11%10.3%9.3%5%5%Omnibus/cost-sharingsurveysAdvertising/brandtrackingEmployeesatisfaction4.6%2.5%Adpre-testBusiness-to-businessresearchMarketmodelling1.9%1.8%1.4%24/statistics/452234/global-spending-on-market-research-by-type-of-surveyIn2022,around16percentoftheglobalspendingmadeonmarketresearchwasdirectedtoCRMsystems(customersatisfaction)surveys.Inthesameyear,afurther12.4percentofthisspendingwasabsorbedbyuserexperiencesurveyservices.

ReadmoreNote(s):Worldwide;2022Source(s):BDO;ESOMARShareoftraditionalqualitativemethodsusedinthemarketresearchindustryworldwidein2022Mostusedqualitativemethodsusedinthemarketresearchindustryworldwide2022Shareofrespondents30%

40%0%10%20%50%60%70%80%90%100%95%OnlinesurveysDatavisualization/dashboardsStorytelling90%82%ProprietarypanelsfromexternalsupplierOnlineIDIswithwebcamsOnlinefocusgroupswithwebcamsInpersonfocusgroupsMobile74%73%70%67%65%64%63%63%60%59%In-personIDIsSocialmediaanalyticsFace-to-faceOnlinecommunitiesforqualMobilefirstsurveys25Description:In2022,onlinesurveyswerethemostusedtraditionalqualitativemethodologiesinthemarketresearchindustryworldwide.Duringthesurvey,95percentofrespondentsstatedthattheyregularlyusedthismethod.Secondinthelistwasdatavisualization/dashboards,where90percentofrespondentsgavethisastheiranswer.ReadmoreNote(s):Worldwide;October25thtoDecember16th,2022;231respondents;professionalsatsuppliersandclientsinthemarketresearchindustrySource(s):GreenBook;issuuEmergingresearchapproachesusedinthemarketresearchindustryworldwidein2022Emergingmarketresearchapproachesusedworldwide2022Shareofrespondents10%

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