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X 2023갉錠곸爢❜ SocialExperiencesPoweredbyReal-TimeEngagement-2023 갉錠곸爢❜ⴀ嵳涯淼⛼湡䔶 1.갉錠곸爢❜ⴀ嵳嚋ⲃ 1.1⚎⽂❇㖑⼓ 1.2务⚎⻌ꬋ㖑⼓ 1.3䬘繠㖑⼓ 1.4妍崍㖑⼓ 1.5⻌繠㖑⼓ 2.掚꡶⼓㚖㣢鿈梖㹻錜㻋 2.1⚎⽂❇㖑⼓ˋOmiծLitmatchծHagoծWeverse 2.2繠崍㖑⼓ˋBIGOLIVEծTIYAծClubhouseծTwitch 2.3务⚎⻌ꬋ㖑⼓ˋYallaծimoծSango 2.4妍崍㖑⼓ˋUpliveծAzar 01-03 04-06 07-09 10-12 13-15 16-19 20-23 24-26 27-28 3.ⴀ嵳鍒Ɀ倰呩䭷⽂ 3.1㡮緸䪮助鍒Ɀ倰呩 3.2岌㬛⛙ⴀ嵳Ⱙ㘗⚌⸉㖞兞 3.3❡ㅷⴀ嵳劥㖑⻊倰呩 3.4ⰻ㺂㹎呍鍒Ɀ倰呩 4.䎾欽ⴀ嵳䧭⸆㹊騨 4.1Yalla 4.2Oasis 4.3Castbox 55..1갉䪮錠助馋곸⸷爢❜馋⸷곫崵 5.2❡ㅷ馋⸷ 5.3䋑㖞馋⸷ 29-33 34-39 40 41 42 43 44 45 46 47 X 갉錠곸爢❜ⴀ嵳嚋ⲃ Chapter1 ⚎⽂❇㖑⼓务⚎⻌ꬋ㖑⼓䬘繠㖑⼓ 妍崍㖑⼓ ⻌繠㖑⼓ 絑崸暵䖄絑崸〄㾝䚪⡤鳅䘯⡎玐䏞ぐ䒗氋䞔た假康⚌䘯鸟㢕蔼 •⼓㚖䚪⡤絑崸㟞鸟䘯կ⚎⽂千湡⵸僽Ⰼ椕絑崸㟞鸟剒䘯涸㖑⼓⛓♧2022䎃㖑⼓㹊꣢GDP㟞Ɤ5.1%կ •㖑⼓封㾝䊵䒗僈儑կ2022䎃倝⸈㗗ծ俒蜟➃㖲GDPⴔⵆ⚹79426繠⯋ծ42939繠⯋罈䮞♸馊⽂ⴔⵆ 獴⸓✽⚎翫⽂緸❇欽㖑䨪⼓侨2ꆀ00㟞9Ɤ䎃馋荛⸷2028涰䎃♰➃ 0.00200.00400.00600.00 2009 갉錠곸爢❜䋑㖞嚋ⲃˊ⚎⽂❇㖑⼓ ⚹2172繠⯋ծ1104繠⯋痦♧ぜ♸剒た♧ぜ湱䊵72⦔կ •假康⚌⚹佅叙❡⚌կ氋䞔⵸嫦䎃紨1.37➉➃妃霄㹐氋䞔务ⶢ꣭荛2900♰2020䎃2022䎃䘯鸟㢕蔼奉✫1.15➉➃妃곫雦2023䎃模Ⰼ䛪㢕䎇絩絯㟞Ɤկ ➃俒暵䖄➃〡絕匬䎃鲽⚂䘯鸟㟞Ɤ露鎊♸㸺侅㢴呋⚂❜⿸ⴔ䋒 •➃〡絕匬䎃鲽կ⚎⽂千㖑⼓䚪➃〡6.85➉➃ぐ㕂35㿨⟄♴➃〡⽑36.7%60㿨⟄♳➃〡⽑5.9%կ •㾀字㢴⥌㤀号倛Ⱎ侅♸⡱侅կ⚎⽂千字偛务⽂䀙字偛♸끩勻偛⽑⚺㼋⡙縨կ⽪㽲僽琁倛卌侅熙剒㢴涸㕂㹻岲㕂僽剒㣐涸⡱侅㕂㹻螨䖒㺉太僽⚎⼱椕䭆剣剒㢴㣔⚺侅熙涸㕂㹻կ •露猫㢴呋薉俒⢪欽罏鵂⼱կⰟ剣薉露ծ馊⽂露ծ岲露ծ끩勻露ծ⽪㽲露ծ罈䮞露ծ綇歒露ծ叐㚅㻠露ծ螨䖒㺉露ծ宪露10猫⚺銳露鎊Ⱖ务倝⸈㗗ծ끩䬘銯千ծ螨䖒㺉鿪剣鵂⼱涸薉俒⢪欽罏կ 緸絞暵䖄匹翫緸兜⿺桧㟞Ɤ鴽鸟⽪㽲⚹Ⰼ椕㟞Ɤ剒䘯涸䎾欽䋑㖞⛓♧ •匹翫緸兜⿺桧⼓㚖ⰻ䊵䒗㣐կⰌ㖑⼓匹翫緸兜⿺桧⚹75.6%㾩✵Ⰼ椕务♳宐䎂告끩勻銯千ծ倝⸈㗗ծ螨䖒㺉ⴔⵆ鴪奉93.8%ծ92%ծ91%⚹Ⰼ椕㣢鿈宐䎂կ •匹翫緸欽䨪㟞Ɤ鴽鸟欽䨪㖈絁傞ꢂ鳅ꟋկⰌ㖑⼓匹翫緸欽䨪2022䎃鴪奉5.16➉➃䎃㟞Ɤ桧䱹鵛5%կ獴⸓匹翫緸兜⿺桧匧넞⽑霪㖑⼓䚪匹翫緸欽䨪涸97.2%կ姼㢪37.5%涸匹翫緸欽䨪㖈絁傞Ɤ馄鵂3㼭傞Ⱖ务21.5%涸欽䨪嫦㣔㖈絁傞Ɤ鴪奉5⚡㼭傞⟄♳կ •⽪䏞㽲銯千康䧬♴鲿ꆀ剒넞⽑⚎⽂千㖑⼓獴⸓康䧬♴鲿䚪ꆀ涸38%僽Ⰼ椕㟞Ɤ剒䘯涸䎾欽䋑㖞⛓♧կ 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 1 数据来源：Statista 갉錠곸爢❜䋑㖞嚋ⲃˊ⚎⽂❇㖑⼓ 䎾欽暵䖄갉錠곸爢❜⽑䎾欽䋑㖞⚺崨ⰻ㺂ざ錞銳宠鳅넞 •갉錠곸爢❜㯮⡤⽑⚺㼋կ2022䎃⚎⽂千⵸⼧㣐♴鲿䎾欽务剣7⚡鿪⚹㹊傞갉錠곸爢❜㯮⡤Ⱖ务䱗ぜ⵸♲涸⚹CapCutⶨ僥嵳㢪晜ծTikTokծFacebookկMeta禹❡ㅷ⼝괄剒㣐TikTok姻㖈䘯鸟鷅饮կ •务㕂ⴀ嵳䎾欽「奉䋑㖞鷅䰌կ爢❜곭㚖妅翸꧋㔙♴涸HagoծBIGOLIVE㬛⛙곭㚖涸BilibiliծResso康䧬곭㚖涸⾲牟ծMobileLegends:BangBang瘝鲱 ⟝䊨Ⱘ곭㚖涸SHAREit薷㶩䘯⠛瘝կ •ⰻ㺂ざ錞銳宠⸈䔂կ倝⸈㗗2022䎃䎃劣鸑鵂用岁銳宠䎂〵ꅷ》䲃倶ꣳⵖ剣㹲ⰻ㺂㖈爢❜㯮⡤♳ⴀ梡UGC⟄⿺ⰻ㺂䲀虛碫갉錠곸䎾欽꨽銳靈侮劥㖑ⰻ㺂瘻殜ㄤⰻ㺂䲀虛皾岁䎇鵳遤荈⸓ㄤ➃䊨涸ⰻ㺂㹎呍կ ⚎⽂❇䋑㖞♳嫱鳅瑲ⴀ涸♧❈⚥㕂ⴀ嵳AppSHAREit,Hago,Resso瘝 馋⸷䚪絕爢❜歏㉁㟞鸟Ⰼ椕剒넞⡙縨爢❜⽑䰘倝ㅷ嚸껷 •爢❜歏㉁垷䒭䱹「䏞넞կ2020䎃⚎⽂千歏㉁䋑㖞錞垷⚹1090➉繠⯋Ⱖ务爢❜歏㉁餑柄✫鵛480➉繠⯋⽑嫱紨44%կ研靈叅剣45%涸⚎ ⽂千欽䨪䡦䠑⢪欽爢❜㯮⡤鵳遤餝暟鵴馄Ⰼ椕䎂㖲侨⧩35%կ •㢴⚡㛇✵㖑椚⡙縨涸爢❜㯮⡤䘯鸟㟞ꟋWhoo,Tomotomo,Jagat,BFF瘝涻㖈倝❡ㅷ嚸껷կ 2 •霪㖑⼓Ⳝ⛖䨾剣㕂㹻涸倝䎾欽嚸⽀⵸❀鿪剣⚙⚡䧴⟄♳涸ꛏ㼆䎃鲽嶊餩罏涸⡙縨爢❜❡ㅷկ 倝⸈㗗瘝㢴㕂㹻嚸⽀痦♧ぜBFF 劼㘗侨䰘緸絞⽑嫱㖞兞峯㻋 •务㕂㕂❡䩛劼⽑研馄鵂47%涸䋑㖞կ⚎⽂千㖑⼓ぐ⚡劼㘗䋑㖞⽑剣桧⵸㔋⡙务剣♲㹻⚹务㕂⟱⚌ⴔⵆ僽vivoծOPPO⟄⿺Xiaomiկ •⚎⽂千㖑⼓♸务㕂㣐꣣涸劼㘗ꅾざ桧剒넞կ⚎⽂千♸务㕂㣐꣣劼㘗ꅾざ桧鴪奉22.3%կ •欽䨪剒䌢⢪欽涸䩛劼劼㘗⚹vivoY3OPPOA5 ⟄⿺OPPOA16կ •4G/5G緸絞♸WIFI欽ꆀ㖲邂կ⚎⽂千㖑⼓涸넞鸟獴⸓緸絞4G/5GㄤWIFI⽑嫱ⴔ⚹ⵆ37.35%ㄤ57.27%湱嫱✵Ⱖ➭㖑⼓鳅⚹㖲邂կ •5G⢪欽ꆀ䱗㖈Ⰼ椕ぐ㖑⼓痦♲⡙կ⚎⽂千涸5G ⢪欽ꆀ⚹11.17%➑妃✵务㕂㣐꣣ㄤ⻌繠㖑⼓կ •猖㖞♸歏㉁湬乄剒「妅鵓կ⚎⽂千㖑⼓涸㹊傞갉錠곸爢❜㖞兞务猖㖞ㄤ歏湬乄ⴔⵆ⚹痦♧ㄤ痦✳ぜկ •K姐ㄤ㖈絁侅肫䘯鸟㟞Ɤկ㢴➃㖈絁K姐䕎䒭涸爢❜⟄⿺㖈絁侅肫匹⸓⚹Ⰼ倝㟞Ɤ涸갉錠곸❡ㅷ䎾欽㖞兞կ Others30% iPhone vivo19% Others2.85% 3G 2.54% 4G/5G 37.35% WIFI57.27% 掚꡶㖞兞 猖㖞湬乄歏㉁湬乄匹⸓乄㹐 倝Ⱓ㖞兞 K㖈姐絁䨻㖈絁侅肫 O1P8P%O 9% Xi1a0o%mi SAMSUNG14% 갉錠곸爢❜䋑㖞嚋ⲃˊ⚎⽂❇㖑⼓ 㡮緸峯㻋 ⚎⽂❇㖑⼓ぐ劼㘗䋑㖞⽑剣桧 ⚎⽂❇㖑⼓緸絞⽑嫱 ⚎⽂❇㖑⼓갉錠곸䎾欽㖞兞馋⸷ *岤侨䰘勻彂✵㡮緸鷥》荈2023䎃2-4剢絡雦侨䰘3 갉錠곸爢❜䋑㖞嚋ⲃˊ务⚎⻌ꬋ㖑⼓ 絑崸暵䖄넞䏞⣜饆瀖屘餴彂㕂㹻ꢂ餴彂ゎꆀ♸絑崸〄㾝䊵䒗㣐 •氋䞔た絑崸䘯鸟封㾝կ务⚎⻌ꬋ㖑⼓㖈2022䎃絑崸㟞Ɤ5.2%⚹2016䎃た絑崸㟞鸟剒넞涸♧䎃告僽⤜⛔䧶✰〳腊⠔絛霪㖑⼓絑崸封㾝鸣䧭䕧ㆇ곫崵2023䎃絑崸㟞Ɤ桧⚹3.5%կ •絑崸ꅾ䏞⣜饆✵瀖屘餴彂կ鸑餗芲胆⟄⿺䧶✰䨾䌄勻涸腊彂⟟呔♳⼮⤛鵳✫尪暵꣚䬘⠭ծ号䬘⯘ծ ꣚翫ꁽ瘝瀖屘❡㕂涸絑崸封㾝㖑⼓㣐ꆀ餴❡鄄筛䏎䫏Ⰶ奉㛇炄霃倶䒊霃⛓务կ •絑崸封㾝匧䏞♶䎂邂կ➃㖲GDP➑⚹7562繠⯋嵳弩Ⱉ㕂(GCC㕂㹻)絑崸鳅⚹封鴪Ⱖ务⼦㝜㼷2022䎃➃㖲GDP⚹8.28♰繠⯋僽ず䎃⛲꡶➃㖲GDP涸95⦔կ ➃俒暵䖄➃〡罈륁⻊馋⸷僈儑崨遤㔋猫ꬋ薉露露鎊琁倛卌侅⚹⚺銳㸺侅 •㖑⼓➃〡䎂㖲㟞鸟ッ꣭⡛馋⸷կ➃〡䎂㖲㟞鸟➢2008䎃涸2.4%꣭⡛奉2021䎃涸1.3%ず劍65㿨⟄♳ ➃〡⽑嫱➢4%㟞Ɤ荛5%0-14㿨涸➃〡⽑嫱➢31%꣭⡛奉30%կ •崨遤㔋猫ꬋ薉露露鎊կ务⚎⻌ꬋ㖑⼓Ⱏ雦剣60㢴猫露鎊Ⱖ务剒䌢欽涸露鎊Ⱏ4猫ⴔⵆ⚹꣚䬘⠭露ծ岚倛露ծ䋞⠭勻露ծ㕼羭Ⱖ露կ •㸺侅⥌⟓鳅⚹⽀♧կ⥌⟓琁倛卌侅涸➃〡⽑㖑⼓䚪➃〡涸93%3.7%涸➃〡⥌⟓㛇漛侅կ 緸絞暵䖄㖑⼓匹翫緸兜⿺桧넞✵Ⰼ椕䎂㖲꣚翫ꁽ兜⿺桧Ⰼ椕痦♧ 2009201020112012201420152016201720182019 4 •瀖屘欰❡㕂♸ꬋ瀖屘欰❡㕂䊵䒗㣐կ꣚翫ꁽ剣Ⰼ椕剒넞涸匹翫緸兜⿺桧匹翫緸欽䨪嫱⢾馄鵂99%Ⱖ妃⚹尪暵꣚䬘⠭ㄤ㙩⿺兜⿺桧ⴔⵆ⚹90%ㄤ71%կ告ꬋ瀖屘欰❡㕂➠剣䖎㣐㟞Ɤ瑟ꢂկ •꣚翫ꁽ♸㙩⿺欽䨪㖈絁傞ꢂ匧Ɤկ꣚翫ꁽծ㙩⿺ㄤ尪暵꣚䬘⠭欽䨪䎂㖲嫦㣔匹翫緸⢪欽傞ꢂⴔⵆ⚹496ⴔꛦծ490ⴔꛦ⟄⿺405ⴔꛦ⵸⚙罏僈儑넞✵410ⴔꛦ涸Ⰼ椕欽䨪䎂㖲⢪欽傞ꢂկ •务⚎ㄤ⻌ꬋ㖑⼓㖈絁㬛⛙♸爢❜꨽宠瑲ⴀկ霪㖑⼓䊨⡲蒜㤉鳅䢨ծ⚡➃㬛⛙傞ꢂ鳅㢴➃⟌⛙✵爢 ❜կ䚪⡤勻溏㖈霪㖑⼓ぐ⚡㕂㹻务㬛⛙遤⚌鿪僽侨㶶⻊玐䏞剒넞涸遤⚌կ 140.00 120.00 100.00 80.00 60.00 40.00 20.00 0.00 ⚥⚎㖑⼓♸2Ⰼ00椕9䎂䎃㖲荛✽20翫19緸䎃兜⿺桧㼆嫱 中东地区 全球平均 侨䰘勻彂Statista 갉錠곸爢❜䋑㖞嚋ⲃˊ务⚎⻌ꬋ㖑⼓ 䎾欽暵䖄㹊傞鸑⥌䎾欽〄㾝「佟瘻ꣳⵖ务㕂ⴀ嵳App猫碫㢴 •㹊傞갉錠곸爢❜崨遤կ2023䎃㖑⼓⵸✳⼧ぜ涸♴鲿䎾欽务剣4⚡⚹㹊傞갉錠곸爢❜㯮⡤ⴔⵆ⚹WhatsAppծTikTokծInstagramծ⟄⿺劥㖑❡ㅷBOTIMկ •鸑⥌䎾欽「筛瘻ꣳⵖկ⟄꣚翫ꁽ⚹去邍涸嵳弩Ⱉ㕂⚹✫⥂䫡歏⥌遤⚌ꣳⵖVoIP剪⸉犜姺➃⟌⢪欽WhatsAppծSkypeծMessenger瘝⽰傞鸑⥌鲱⟝鸑霢կ •务㕂康䧬ծ爢❜ծ餝暟碫䎾欽掚䏞넞嶻կ瘻殜ծMOBAㄤ唿晥瘝康䧬碫㘗剒「妅鵓⺫䭍艗雴ⴀㅷ䩛康PUBGծ露갉爢❜Ⱆ尽Yalla涸Ludoծ尛留猰䪮涸շ偽㽴㼆Ɀո瘝錠곸爢❜곭㚖去邍App剣ⶨ僥嵳㢪晜CapCutծ蜟擳猰䪮偫 5 ♴涸LivUㄤTumileծ妅翸傞去涸BIGOLIVEㄤLikee歏㉁餝暟䎾欽SHEINծFordeal瘝կ 馋⸷䚪絕獴⸓佅➰䘯鸟〄㾝爢❜䎾欽⣜饆䏞Ⰼ椕剒넞 •务⚎⻌ꬋ㖑⼓獴⸓佅➰䎾欽䘯鸟封㾝կⰦ务꣚翫ꁽծ㙩⿺⟄⿺㽲傈ⵄ千涸獴⸓佅➰❜僒괄䎃㟞Ɤ桧鵶絯㢴䎃馄鵂10%կ •务⚎⻌ꬋ㖑⼓涸爢❜䎾欽⣜饆玐䏞Ⰼ椕剒넞կ㖈꣚翫ꁽ䎂㖲嫦♧⚡匹翫緸欽䨪䭆剣10.4⚡爢❜㯮⡤餖尼կ •湬乄♸瀊錠곸碫爢❜䎾欽㟞Ɤ僈儑կ2023䎃ⴲ鵳Ⰶ霪㖑⼓薜卓䎾欽㉁㙹⵸100ぜ涸倝䎾欽涻⟄湬乄♸瀊錠곸爢❜䎾欽⚹⚺կ ⚥⚎劥㖑旘妴爢❜䎾欽BOTIM ⚥⚎⻌ꬋ㖑⼓劥㖑獴⸓佅➰䊭㣢myFawry 劼㘗侨䰘緸絞⽑嫱㖞兞峯㻋 •㼭碛♸♲僤⽑研务⚎⻌ꬋ⼱㠗寐㿋կ务⚎⻌ꬋ㖑 ⼓㼭碛♸♲僤䋑㖞⼝괄湱䔲㼭碛殜馄鵂♲僤 ⚙⚡ㅷ晥Ⱏ⽑研52.29%涸㖑⼓䋑㖞⼝괄կ •务⚎♸⻌ꬋ㖑⼓⡛畮劼*嫱⢾鳅넞կ务⚎⻌ꬋ㖑 ⼓涸⡛畮劼⽑嫱36.1%霪嫱⢾➑妃✵⽂繠㖑⼓կ 掚꡶㖞兞 㼭棴靃 倝Ⱓ㖞兞 •㖑⼓欽䨪剒䌢⢪欽涸䩛劼劼㘗⚹RedmiNote8Pro♲僤GalaxyJ7⟄⿺RedmiNote10Sկ •4G/5G緸絞➑⚹WIFI涸㔋ⴔ⛓♧կ务⚎⻌ꬋ㖑 ⼓涸WIFI⢪欽ꆀ嫱⢾⚹76.12%罜넞鸟獴⸓緸絞➑⚹19.26%WIFI⢪欽嫱⢾殜넞✵务㕂 ➑妃✵妍崍կ •5G⢪欽ꆀ鳅⡛➑⚹2.55%կ务⚎⻌ꬋ㖑⼓5G緸絞⢪欽ꆀ♶駈⚎⽂千㖑⼓涸㔋ⴔ⛓♧㢅 3G 4.04% Others0.58% 4G-5G 19.26% WIFI76.12% ✵务♴宐䎂➠搬剣䖎㣐㟞Ɤ瑟ꢂկ •露갉爢❜➠⚹剒⚺銳涸❜崨倰䒭կ湱㼆✵Ⱖ➭㖑⼓⟄湬乄䧴瀊錠곸⚹⚺涸掚꡶㖞兞务⚎⻌ ꬋ「筛瘻ㄤ俒⻊㔔稇䕧ㆇ➠搬刿꧋务✵⢪欽露갉鵳遤㖈絁爢❜㼭棴靃ㄤ露翜䨻⚹掚꡶㖞兞կ •ゑ姐ㄤK姐䋑㖞䘯鸟封㾝կ务⚎⻌ꬋ㖑⼓涸갉錠곸匹⸓❡ㅷ务갉⛙碫涸㟞Ɤ瑲ⴀ✻갉⛙ㄤ㖈絁K姐碫❡ㅷ䱗ぜ鴽鸟♳⼮կ 2o0t.h8e0r%s 26.44% Xiaomi 12.66% iPhone SA2M5.S85U%NG minofbiniliixtyl5im.7i4te%d H8U.5A0W