세계의 웹 분석 시장 보고서 : 제공 제품, 배포 모드, 용도, 최종 사용자, 지역별(2024-2032년)

The global web analytics market size reached US$ 5.8 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 22.3 Billion by 2032, exhibiting a growth rate (CAGR) of 15.7% during 2024-2032. The development of predictive analytics and search engine optimization (SEO) solutions for automated and detailed performance tracking are primarily contributing to the market growth.

Web Analytics Market Analysis:

Major Market Drivers: Rapid digitization, along with increasing marketing automation, represents key factors driving the market growth. Moreover, the proliferation of online retail and social media platforms is providing a thrust to the growth of the market.

Key Market Trends: The development of predictive analytics and search engine optimization (SEO) solutions for automated and detailed performance tracking is also causing a significant increase in the digital traffic, thereby contributing to the web analytics market demand.

Competitive Landscape: Some of the prominent companies in the market include Adobe Inc., AT Internet, Google LLC (Alphabet Inc.), International Business Machines Corporation, Microsoft Corporation, MicroStrategy Incorporated, SAS Institute Inc., Splunk Inc., Tableau Software LLC (Salesforce.com Inc.), Teradata Corporation, and Webtrends Inc., among many others.

Geographical Trends: According to the web analytics market dynamics, North America is dominating the overall market. As businesses across various sectors undergo digital transformation, there is a heightened emphasis on understanding customer behavior, optimizing user experiences, and enhancing digital marketing strategies.

Challenges and Opportunities: Data privacy and compliances, and integration complexities are hampering the market growth. However, the ongoing digital transformation across industries creates opportunities for web analytics providers to offer solutions that help businesses understand customer behavior, optimize digital experiences, and drive growth.

Web Analytics Market Trends:

Rising Adoption of Automation Technologies

Automation tools integrate advanced analytics techniques, such as machine learning and AI algorithms, into web analytics platforms. These technologies can automatically detect patterns, predict trends, and uncover actionable insights from complex datasets that would be challenging to analyze manually. For instance, in March 2024, SAP SE launched disruptive data breakthroughs that assist clients in leveraging the full power of their data to create deeper insights, faster growth, and greater efficiency in the AI era. SAP Datasphere's new capabilities, including new generative AI features, are transforming enterprise planning by simplifying data landscapes and making data interaction more intuitive. These factors are further driving the web analytics market growth.

Growing Trend of Online Shopping

The emerging trend of online shopping is significantly driving the growth in the web analytics market. For instance, according to an article published by Optin Monster, in 2022, the United States had around 268 million internet shoppers. This figure is expected to rise to about 285 million internet shoppers by 2025. Web analytics is the process of collecting, analyzing, and interpreting information about website visitors. It enables organizations to acquire insight into website performance, user engagement, and conversion rates. These factors are further positively influencing the web analytics industry forecast.

Increasing E-Commerce Platforms

Traditional web analytics provided historical data insights. However, technological advancements now enable real-time data processing and analysis. This capability allows businesses to monitor and respond to user behavior instantly, optimizing campaigns, detecting issues, and improving user experience on-the-fly. For instance, in February 2024, Cisco launched a number of fascinating new solutions on the Cisco Observability Platform that are enhanced by business context. With applications serving as the front door to practically every organization and delivering a faultless application experience being a major concern for IT teams, the most recent upgrades will assist companies in delivering safe and performant user and application experiences. Cisco's new DEM application features Real User Monitoring (RUM) and Session Replay modules for deep insights into browser and mobile application performance and the efficient remediation of session-level issues. These factors are further contributing to the web analytics market share.

Global Web Analytics Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global web analytics market, along with forecasts at the global, regional, and country levels from 2024-2032. Our report has categorized the market based on offering, deployment mode, application, and end user.

Breakup by Offering:

Solution

Search Engine Tracking and Ranking

Heat Map Analytics

Marketing Automation

Behavior Based Targeting

Others

Service

Professional Services

Support and Maintenance

Solution holds the largest market share

The report has provided a detailed breakup and analysis of the web analytics market based on the offering. This includes solution (search engine tracking and ranking, heat map analytics, marketing automation, behavior-based targeting, and others), and service (professional services, and support and maintenance). According to the report, solution holds the largest market share.

According to the web analytics market outlook, as businesses undergo digital transformation, there is an increasing reliance on web analytics solutions to understand and optimize digital interactions with customers. Companies are investing in analytics to track website traffic, user behavior, and engagement metrics to improve online experiences and drive conversions.

Breakup by Deployment Mode:

On-premises

Cloud-based

On-premises currently exhibit a clear dominance in the market

A detailed breakup and analysis of the web analytics market based on the deployment mode has also been provided in the report. This includes on-premises and cloud-based. According to the report, on-premises currently exhibit a clear dominance in the market.

As per the web analytics market outlook, industries with stringent regulatory requirements or concerns about data privacy often prefer on-premises deployments. Keeping data within their own infrastructure gives organizations greater control over security measures, data access, and compliance with industry-specific regulations.

Breakup by Application:

Social Media Management

Targeting and Behavioral Analysis

Display Advertising Optimization

Multichannel Campaign Analysis

Online Marketing

Others

Targeting and behavioral analysis currently account for the majority of the global market share

The report has provided a detailed breakup and analysis of the web analytics market based on the application. This includes social media management, targeting and behavioral analysis, display advertising optimization, multichannel campaign analysis, online marketing, and others. According to the report, targeting and behavioral analysis account for the majority of the global market share.

Targeting involves identifying and reaching specific audiences with tailored messages, content, or advertisements. Web analytics platforms use data such as demographics, interests, browsing history, and previous interactions to create detailed customer profiles. Behavioral analysis focuses on understanding how users interact with digital platforms, including websites, mobile apps, and online services. Web analytics tools track user behavior, including navigation paths, click patterns, session durations, and actions taken (e.g., purchases, form submissions).

Breakup by End User:

BFSI

Retail

Healthcare

Government

Travel and Hospitality

IT and Telecommunications

Media and Entertainment

Others

Currently, the retail sector holds the largest market share

The report has provided a detailed breakup and analysis of the web analytics market based on the end user. This includes BFSI, retail, healthcare, government, travel and hospitality, IT and telecommunications, media and entertainment, and others. According to the report, the retail sector holds the largest market share.

Retailers use web analytics to track and analyze the entire customer journey, from initial website visits to final purchases. Analytics tools provide insights into how customers discover products, navigate through the website, and interact with different content and features. Understanding the customer journey helps retailers identify friction points, optimize conversion funnels, and improve overall user experience.

Breakup by Region:

North America

United States

Canada

Asia-Pacific

China

Japan

India

South Korea

Australia

Indonesia

Others

Europe

Germany

France

United Kingdom

Italy

Spain

Russia

Others

Latin America

Brazil

Mexico

Others

Middle East and Africa

North America was the largest market for web analytics

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia and others); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America currently dominates the global market.

According to the web analytics market statistics, the region's rapid adoption of digital technologies across industries, including retail, finance, healthcare, and media, fuels the demand for web analytics solutions. Businesses leverage analytics to understand customer behavior, optimize digital experiences, and drive revenue growth in an increasingly digital economy. For instance, in February 2024, EY Canada, a consulting and accounting firm, launched the EY Climate Stress Testing and Scenario Analysis solution, a Microsoft Azure-based service designed to help protect Canada's financial industry from the effects of climate change.

Competitive Landscape:

The report has also provided a comprehensive analysis of the competitive landscape in the global web analytics market. Competitive analysis such as market structure, market share by key players, player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided. Some of the companies covered are:

Adobe Inc.

AT Internet

Google LLC (Alphabet Inc.)

International Business Machines Corporation

Microsoft Corporation

MicroStrategy Incorporated

SAS Institute Inc.

Splunk Inc.

Tableau Software LLC (Salesforce.com Inc.)

Teradata Corporation

Webtrends Inc.

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Web Analytics Market Recent Developments:

April 2024: Salesforce launched the Zero Copy Partner Network, a group of technology companies dedicated to improving how businesses access and use consumer data.

April 2024: Visa collaborated with Allium Labs to launch an Online Analytics Dashboard for stablecoins to ease data access and interpretation. The dashboard focuses on four stablecoins across nine blockchains and filters out noise for reliable insights.

March 2024: Accenture launched its LearnVantage, a comprehensive technology learning and training service that will assist clients in reskilling and upskilling their employees in technology, data, and AI in order to reinvent their organizations and increase business value.

Key Questions Answered in This Report

• 1. What was the size of the global web analytics market in 2023?
• 2. What is the expected growth rate of the global web analytics market during 2024-2032?
• 3. What are the key factors driving the global web analytics market?
• 4. What has been the impact of COVID-19 on the global web analytics market?
• 5. What is the breakup of the global web analytics market based on the offering?
• 6. What is the breakup of the global web analytics market based on the deployment mode?
• 7. What is the breakup of the global web analytics market based on the application?
• 8. What is the breakup of the global web analytics market based on the end user?
• 9. What are the key regions in the global web analytics market?
• 10. Who are the key players/companies in the global web analytics market?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction

• 4.1 Overview
• 4.2 Key Industry Trends

5 Global Web Analytics Market

• 5.1 Market Overview
• 5.2 Market Performance
• 5.3 Impact of COVID-19
• 5.4 Market Forecast

6 Market Breakup by Offering

• 6.1 Solution
  • 6.1.1 Market Trends
  • 6.1.2 Key Segments
    • 6.1.2.1 Search Engine Tracking and Ranking
    • 6.1.2.2 Heat Map Analytics
    • 6.1.2.3 Marketing Automation
    • 6.1.2.4 Behavior Based Targeting
    • 6.1.2.5 Others
  • 6.1.3 Market Forecast
• 6.2 Services
  • 6.2.1 Market Trends
  • 6.2.2 Key Segments
    • 6.2.2.1 Professional Services
    • 6.2.2.2 Support and Maintenance
  • 6.2.3 Market Forecast

7 Market Breakup by Deployment Mode

• 7.1 On-premises
  • 7.1.1 Market Trends
  • 7.1.2 Market Forecast
• 7.2 Cloud-based
  • 7.2.1 Market Trends
  • 7.2.2 Market Forecast

8 Market Breakup by Application

• 8.1 Social Media Management
  • 8.1.1 Market Trends
  • 8.1.2 Market Forecast
• 8.2 Targeting and Behavioral Analysis
  • 8.2.1 Market Trends
  • 8.2.2 Market Forecast
• 8.3 Display Advertising Optimization
  • 8.3.1 Market Trends
  • 8.3.2 Market Forecast
• 8.4 Multichannel Campaign Analysis
  • 8.4.1 Market Trends
  • 8.4.2 Market Forecast
• 8.5 Online Marketing
  • 8.5.1 Market Trends
  • 8.5.2 Market Forecast
• 8.6 Others
  • 8.6.1 Market Trends
  • 8.6.2 Market Forecast

9 Market Breakup by End User

• 9.1 BFSI
  • 9.1.1 Market Trends
  • 9.1.2 Market Forecast
• 9.2 Retail
  • 9.2.1 Market Trends
  • 9.2.2 Market Forecast
• 9.3 Healthcare
  • 9.3.1 Market Trends
  • 9.3.2 Market Forecast
• 9.4 Government
  • 9.4.1 Market Trends
  • 9.4.2 Market Forecast
• 9.5 Travel and Hospitality
  • 9.5.1 Market Trends
  • 9.5.2 Market Forecast
• 9.6 IT and Telecommunications
  • 9.6.1 Market Trends
  • 9.6.2 Market Forecast
• 9.7 Media and Entertainment
  • 9.7.1 Market Trends
  • 9.7.2 Market Forecast
• 9.8 Others
  • 9.8.1 Market Trends
  • 9.8.2 Market Forecast

10 Market Breakup by Region

• 10.1 North America
  • 10.1.1 United States
    • 10.1.1.1 Market Trends
    • 10.1.1.2 Market Forecast
  • 10.1.2 Canada
    • 10.1.2.1 Market Trends
    • 10.1.2.2 Market Forecast
• 10.2 Asia-Pacific
  • 10.2.1 China
    • 10.2.1.1 Market Trends
    • 10.2.1.2 Market Forecast
  • 10.2.2 Japan
    • 10.2.2.1 Market Trends
    • 10.2.2.2 Market Forecast
  • 10.2.3 India
    • 10.2.3.1 Market Trends
    • 10.2.3.2 Market Forecast
  • 10.2.4 South Korea
    • 10.2.4.1 Market Trends
    • 10.2.4.2 Market Forecast
  • 10.2.5 Australia
    • 10.2.5.1 Market Trends
    • 10.2.5.2 Market Forecast
  • 10.2.6 Indonesia
    • 10.2.6.1 Market Trends
    • 10.2.6.2 Market Forecast
  • 10.2.7 Others
    • 10.2.7.1 Market Trends
    • 10.2.7.2 Market Forecast
• 10.3 Europe
  • 10.3.1 Germany
    • 10.3.1.1 Market Trends
    • 10.3.1.2 Market Forecast
  • 10.3.2 France
    • 10.3.2.1 Market Trends
    • 10.3.2.2 Market Forecast
  • 10.3.3 United Kingdom
    • 10.3.3.1 Market Trends
    • 10.3.3.2 Market Forecast
  • 10.3.4 Italy
    • 10.3.4.1 Market Trends
    • 10.3.4.2 Market Forecast
  • 10.3.5 Spain
    • 10.3.5.1 Market Trends
    • 10.3.5.2 Market Forecast
  • 10.3.6 Russia
    • 10.3.6.1 Market Trends
    • 10.3.6.2 Market Forecast
  • 10.3.7 Others
    • 10.3.7.1 Market Trends
    • 10.3.7.2 Market Forecast
• 10.4 Latin America
  • 10.4.1 Brazil
    • 10.4.1.1 Market Trends
    • 10.4.1.2 Market Forecast
  • 10.4.2 Mexico
    • 10.4.2.1 Market Trends
    • 10.4.2.2 Market Forecast
  • 10.4.3 Others
    • 10.4.3.1 Market Trends
    • 10.4.3.2 Market Forecast
• 10.5 Middle East and Africa
  • 10.5.1 Market Trends
  • 10.5.2 Market Breakup by Country
  • 10.5.3 Market Forecast

11 SWOT Analysis

• 11.1 Overview
• 11.2 Strengths
• 11.3 Weaknesses
• 11.4 Opportunities
• 11.5 Threats

12 Value Chain Analysis

13 Porters Five Forces Analysis

• 13.1 Overview
• 13.2 Bargaining Power of Buyers
• 13.3 Bargaining Power of Suppliers
• 13.4 Degree of Competition
• 13.5 Threat of New Entrants
• 13.6 Threat of Substitutes

14 Price Analysis

15 Competitive Landscape

• 15.1 Market Structure
• 15.2 Key Players
• 15.3 Profiles of Key Players
  • 15.3.1 Adobe Inc.
    • 15.3.1.1 Company Overview
    • 15.3.1.2 Product Portfolio
    • 15.3.1.3 Financials
    • 15.3.1.4 SWOT Analysis
  • 15.3.2 AT Internet
    • 15.3.2.1 Company Overview
    • 15.3.2.2 Product Portfolio
  • 15.3.3 Google LLC (Alphabet Inc.)
    • 15.3.3.1 Company Overview
    • 15.3.3.2 Product Portfolio
    • 15.3.3.3 SWOT Analysis
  • 15.3.4 International Business Machines Corporation
    • 15.3.4.1 Company Overview
    • 15.3.4.2 Product Portfolio
    • 15.3.4.3 Financials
    • 15.3.4.4 SWOT Analysis
  • 15.3.5 Microsoft Corporation
    • 15.3.5.1 Company Overview
    • 15.3.5.2 Product Portfolio
    • 15.3.5.3 Financials
    • 15.3.5.4 SWOT Analysis
  • 15.3.6 MicroStrategy Incorporated
    • 15.3.6.1 Company Overview
    • 15.3.6.2 Product Portfolio
    • 15.3.6.3 Financials
    • 15.3.6.4 SWOT Analysis
  • 15.3.7 SAS Institute Inc.
    • 15.3.7.1 Company Overview
    • 15.3.7.2 Product Portfolio
    • 15.3.7.3 SWOT Analysis
  • 15.3.8 Splunk Inc.
    • 15.3.8.1 Company Overview
    • 15.3.8.2 Product Portfolio
    • 15.3.8.3 Financials
    • 15.3.8.4 SWOT Analysis
  • 15.3.9 Tableau Software LLC (Salesforce.com Inc.)
    • 15.3.9.1 Company Overview
    • 15.3.9.2 Product Portfolio
  • 15.3.10 Teradata Corporation
    • 15.3.10.1 Company Overview
    • 15.3.10.2 Product Portfolio
    • 15.3.10.3 Financials
    • 15.3.10.4 SWOT Analysis
  • 15.3.11 Webtrends Inc.
    • 15.3.11.1 Company Overview
    • 15.3.11.2 Product Portfolio