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市场调查报告书
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1444588

行动分析 - 市场占有率分析、产业趋势与统计、成长预测（2024 - 2029 年）

Mobile Analytics - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

行动分析市场规模预计到 2024 年将达到 72.9 亿美元，预计到 2029 年将达到 215.5 亿美元，在预测期内（2024-2029 年）CAGR为 24.20%。

行动分析 - 市场

推动市场的主要因素是一些行动分析企业采用人工智慧、巨量资料和机器学习等创新技术。

主要亮点

  • 现在，消费者更频繁地使用行动应用程式来执行日常任务。这些应用程式使用大量资料。需要强大的分析系统来有效管理和分析如此大量的资料。在这种背景下，资料分析就显得格外重要。它可以帮助不同的企业使用这些应用程式来获得数据驱动的洞察力。行动应用程式分析用于监控行动应用程式内的活动。这项研究可以揭示用户如何与程式互动以及特定事件是否导致用户卸载它。追踪互动、技术资料、转换管道和其他指标还可以帮助确定应用程式是否对受众和业务都有意义，并可以指导其未来的发展。
  • 国际电信联盟预测去年有近 53 亿人（约占全球人口的 66%）使用网路。随着人工智慧 (AI) 和机器学习模型的增强，行动分析解决方案（包括应用程式分析）变得更加聪明。大多数应用程式管理指标正在不断发展，不再只是简单地呈现讯息，而是融入资料分析建模和仪表板。 Google 正在利用 Firebase 重塑行动装置分析。通知、归因、邀请、储存、深层连结、AdMob 和 AdWords 全部打包在一起，为公司和消费者提供最深入的见解。例如，Google Analytics 和 Microsoft Clarity 为企业领导者开发了应用程式分析助手，无需资料探勘即可发现有趣的见解。
  • 产品和行销团队可以利用行动分析资料创建积极的回馈循环。当他们更新网站或应用程式、启动行销活动并发布新功能时，他们可以测试这些变更对受众的影响。根据受众的反应，团队可以做出进一步的改变，从而产生更多的资料并进行更多的测试。这创造了一个完善产品的良性循环。行动分析依赖应用程序，比传统的基于网路的分析平台更加方便和准确。由于大多数行动分析工具使用 SDK 来追踪使用者活动，因此供应商可以使用各种程式码来追踪自订事件，具体取决于作业系统。
  • 与网路分析不同，SDK 不依赖 cookie 来唯一识别使用者。因此，与其他几种方法相比，移动分析可能会产生更准确的结果。此外，与一般桌面使用相比，手机占据了全球大部分网路流量。
  • 然而，行动分析业务仍需要解决资料安全问题。由于敏感资料洩露，应用程式分析公司失去了大量用户和收入。一些盗版者闯入用户帐户以窃取合法用户的重要资讯。这些凭证会被出售，使用者的敏感资料会使用点对点檔案共用协定或 VPN 进行传输。注入攻击、拒绝服务 (DoS) 攻击和病毒攻击允许存取资料管理软体并使资料机密性面临风险，从而构成资料安全威胁。
  • COVID-19 大流行影响了多个行业，包括行动行销和广告。短期内，公司已经削减了行销支出，直到局势稳定下来。然而，未来，广告预算从印刷和户外活动等传统行销向数位和行动行销的转变将会出现激增，最终用户在室内并且更喜欢主要在手机或电视上消费内容。社交距离，从而对行动行销分析的使用产生正面影响。

行动分析市场趋势

零售业占据重要市场份额

  • 零售管理已从以产品为中心转变为以顾客满意为中心的复杂过程。购物者的期望正在不断提高。他们期望各个层级的个人化、更快的履行选项以及统一的全通路体验。竞争压力也在增加，商业的定义也不断演变。
  • 零售商正在使用行动装置作为强大的行销平台。零售业，尤其是电子商务业务，预计将成为行动分析解决方案的主要需求。电子商务公司创造个人化购物体验的努力预计将为全球行动分析市场带来可观的收入。
  • 由于全球零售和电子商务行业的不断扩张，行动分析提供者拥有庞大的市场。随着网路基础设施的发展，这些产业将继续大幅成长，为当地供应商创造巨大潜力。例如，根据美国零售联合会的数据，去年美国多家零售店的收入超过 4.86 兆美元。此外，零售业销售额预计将成长6%至8%，去年电子商务零售业超过1.17兆美元，年增率为11-13%。用于电子商务和零售的行动分析解决方案在美国、印度、中国、韩国、台湾等国家越来越受欢迎。
  • 此外，零售业已成为印度最具活力的行业之一，根据印度品牌资产基金会的数据，预计到 2024 年零售业将达到近 1.3 兆美元。
  • 市场的供应商活动旨在扩大零售商和行动分析平台之间的合作，以满足各种新兴需求，包括新客户的获取和保留。这种长期联盟极大地促进了所研究市场的扩张。
  • 由于整个零售业数位化程度的提高、多通路营运的成长以及零售分析解决方案的创建，零售业变得更加活跃。由于零售组织必须处理大量资料，例如客户购买习惯，因此每一次接触和资料点都可能使零售部门更加有效和成功。零售商正在投资开发技术以改善劳动程序。行动分析的采用提高了零售收入和客户服务效率。

亚太地区将占据重要市场份额

  • 由于智慧型手机设备使用率的激增和行动商务电子邮件数量的增加，预计亚太地区的行动分析市场将在预测期内显着成长。根据TRAI报告，截至去年10月底，印度电信用户数达到117,045万人。
  • 此外，不断扩大的印度零售和电子商务产业为行动分析提供者提供了庞大的市场。随着国家网路基础设施的改善，这些产业将继续大幅成长，为当地供应商创造巨大潜力。电子商务和零售驱动的行动分析解决方案的主要中心正在德里、孟买、班加罗尔和海得拉巴等城市兴起。据IBEF称，印度社交电商产业有能力在2025年发展至16至200亿美元，CAGR在55%至60%之间，而该国的电子商务市场预计到2024年将达到1,110亿美元，到 2026 年将达到 2,000 亿美元。
  • 随着智慧型手机变得越来越流行，亚太地区对行动分析服务的需求不断增加。客户也利用行动分析对行动资料流量进行基础研究。手机和平板电脑的普及、智慧型网路安全解决方案的需求不断增长以及网路服务收入推动了行动分析市场。
  • 拥有大量受众的公司将其产品差异化，复製了亚洲其他地方的「超级应用程式」的成功。例如，GoJek 和 Grab 为东南亚用户提供一系列功能，例如叫车、支付系统、食品配送、电子商务、出版，其商业模式在印度市场正在流行。例如，Truecaller——一款允许其 1.4 亿每日活跃用户筛选陌生人和机器人来电的应用程式——计划实施信用贷款系统。印度用户还可以使用该应用程式记录通话、发送讯息和完成付款。
  • 此外，在冠状病毒大流行之前，印度的大部分数位广告支出都集中在行动装置上，而这一全球事件成为了这一趋势的催化剂。组织 45-55% 的数位广告预算花在行动装置上，预计去年这一数字将增加到 65% 以上。根据 Exchange4Media，广告预算大量投资于富媒体、社群媒体行销和付费搜寻。预计此类趋势将进一步推动所研究市场的成长。

行动分析产业概述

全球行动分析市场由 OpenText Corporation、Facebook Inc.、Google LLC、Microsoft Corporation 和 Contentsquare SaaS 等几家巨头主导，占据了大部分市场份额。他们强调与行动分析相关的研发活动。市场的一些最新发展是：

  • 2022 年 4 月 - Mobile Marketing 和 Roomvo 合作建立了一个视觉化分析模组，可在 Mobile Marketing 的用户端网站上使用。该公司表示，利用 Roomvo 的强大分析功能，商家可以对客户有新的了解，并做出从库存系统到促销规划的数据驱动的业务选择。
  • 2022 年 11 月 - Vianova 与按需运输公司 Fenix 建立了策略联盟，向中东提供行动专业知识。 Fenix 在沙乌地阿拉伯、阿拉伯联合大公国、巴林和卡达等五个国家采用 Vianova 的行动分析平台，以获取有关其车队的见解并加强与城市的合作。

额外的好处：

  • Excel 格式的市场估算 (ME) 表
  • 3 个月的分析师支持

目录

第 1 章：简介

  • 研究假设和市场定义
  • 研究范围

第 2 章：研究方法

第 3 章：执行摘要

第 4 章：市场洞察

  • 市场概况
  • 产业价值链分析
  • 产业吸引力－波特五力分析
    • 供应商的议价能力
    • 消费者的议价能力
    • 新进入者的威胁
    • 替代产品的威胁
    • 竞争激烈程度
  • 评估 COVID-19 对行动分析市场的影响

第 5 章：市场动态

  • 市场驱动因素
    • 智慧型手机革命产生大量数据
    • 电子商务数据爆炸可能推动市场发展
  • 市场挑战
    • 有关安全漏洞的挑战

第 6 章：市场细分

  • 按类型
    • 应用分析
    • 活动分析
    • 服务分析
    • 其他应用
  • 按最终用户垂直领域
    • 零售
    • BFSI
    • 政府
    • 资讯科技和电信
    • 媒体与娱乐
    • 其他最终用户垂直领域
  • 按地理
    • 北美洲
    • 欧洲
    • 亚太地区
    • 世界其他地区

第 7 章：竞争格局

  • 公司简介
    • OpenText Corporation
    • Facebook Inc.
    • GoodData Corporation
    • Google LLC
    • Contentsquare SaaS
    • Microsoft Corporation
    • Oracle Corp.
    • Adobe Inc.
    • Salesforce.com Inc
    • AppsFlyer Ltd

第 8 章：投资分析

第 9 章：市场机会与未来趋势

简介目录
Product Code: 49545

The Mobile Analytics Market size is estimated at USD 7.29 billion in 2024, and is expected to reach USD 21.55 billion by 2029, growing at a CAGR of 24.20% during the forecast period (2024-2029).

Mobile Analytics - Market

The main factor driving the market is the adoption of innovative technologies like artificial intelligence, big data, and machine learning by several mobile analytics businesses.

Key Highlights

  • Mobile apps are now more frequently used by consumers to do daily tasks. These applications use a huge amount of data. A powerful analytics system is needed to manage and analyze this enormous amount of data effectively. In this context, data analytics is quite important. It helps diverse businesses use these apps to gain data-driven insight. Mobile App Analytics is to monitor activity within mobile applications. This research can reveal how users interact with a program and whether a specific incident led users to uninstall it. Tracking interaction, technical data, conversion funnels, and other metrics can also assist in determining whether an app makes sense for both the audience and the business and can direct its future development.
  • ITU predictions nearly 5.3 billion people or about 66% of the global population - were utilizing the Internet last year. With enhanced Artificial Intelligence (AI) and machine learning models, mobile analytics solutions, including app analytics, are becoming smarter. The majority of app management metrics are evolving beyond simply presenting information to incorporate data analytics modeling and dashboarding. Google is utilizing Firebase to reinvent analytics for mobile devices. Notifications, attribution, invitations, storage, deep links, AdMob, and AdWords are all packed together to give companies and consumers the greatest insights. For example, Google Analytics and Microsoft Clarity have developed app analytics assistants for corporate leaders to uncover fascinating insights without the need for data mining.
  • Product and marketing teams can create positive feedback loops with mobile analytics data. As they update their site or app, launch campaigns, and release new features, they can test the impact of these changes on their audience. Based on how audiences respond, teams can make further changes that yield even more data and lead to more testing. This creates a virtuous cycle that polishes the product. Mobile analytics, which depends on apps, is far more convenient and accurate than traditional web-based analytics platforms. As most mobile analytics tools use an SDK to track user activity, vendors can use various codes to track custom events, depending on the operating system.
  • Unlike web analytics, SDKs do not depend on cookies to uniquely identify a user. Hence, compared to several other approaches, mobile analytics will likely generate more accurate results. Also, mobile phones are responsible for most internet traffic globally compared to general desktop usage.
  • However, mobile analytics businesses still need to address data security problems. Due to sensitive data breaches, app analytics firms lost a large number of users and income. Some pirates break into user accounts in order to steal important information from legitimate users. These credentials are sold, and users' sensitive data is transferred using peer-to-peer file-sharing protocols or a VPN. Injection attacks, Denial of Service (DoS) assaults, and virus attacks pose data security threats by allowing access to data management software and putting data confidentiality at risk.
  • The COVID-19 pandemic impacted multiple sectors, including mobile marketing and advertising. In the short term, companies have curtailed their marketing spending till the situation stabilizes. However, in the future, the shift of advertising budget from traditional marketing like print and outdoor activities to digital and mobile marketing would witness a spike, with end-users being indoors and preferring to consume content primarily on their mobile phones or TV. Social distancing, thus positively impacting the usage of mobile marketing analytics.

Mobile Analytics Market Trends

Retail Industry Holds Significant Market Share

  • Retail management has become an intricate process with customer satisfaction as its central theme, shifting from focusing on products. Shopper expectations are increasing where. They expect personalization at all levels, faster fulfillment options, and unified omnichannel experiences. Competitive pressures are also increasing, and the definition of commerce continues to evolve.
  • Retailers are using mobile as a powerful marketing platform. The retail sector, especially e-commerce operations, is expected to be the primary demand for mobile analytics solutions. Efforts of e-commerce companies to create personalized shopping experiences are expected to draw considerable revenues to the mobile analytics market globally.
  • An enormous market is available for mobile analytics providers because of the expanding global retail and e-commerce industries. The industries will continue to grow significantly with the development of internet infrastructure, creating a significant potential for local suppliers. For instance, According to the National Retail Federation, revenues from over retail outlets in the United States exceeded USD 4.86 trillion last year. Furthermore, retail industry sales are predicted to rise between 6% and 8%, and e-commerce retail sales exceeded USD 1.17 trillion last year, growing at an 11-13% annual pace. Mobile analytics solutions for e-commerce and retail are increasingly popular in nations including the United States, India, China, South Korea, Taiwan, and others.
  • Moreover, the retail industry has emerged as one of the dynamic industries in India, which is anticipated to reach nearly USD 1.3 trillion by 2024, according to the India Brand Equity Foundation.
  • The market's vendor activity points to expanding collaborations between retailers and mobile analytics platforms to meet various emerging needs, including new customer acquisition and retention. Such long-term alliances have significantly contributed to the market under study's expansion.
  • The retail industry has become more dynamic as a result of increased digitization throughout the retail industry, the growth of multi-channel operations, and the creation of retail analytics solutions. Since retail organizations must handle a massive quantity of data, such as customer purchasing habits, every encounter and data point can potentially make the retail sector more effective and successful. Retailers are investing in developing technology to improve labor procedures. The adoption of mobile analytics boosts retail revenue and customer service effectiveness.

Asia Pacific to Occupy Significant Market Share

  • The Asia Pacific, mobile analytics market, is expected to grow significantly over the forecast period owing to the surge of smartphone device utilization and an increasing number of mobile business emails. According to a TRAI report, India's telecom subscriber base reached 1170.45 million at the end of October last year.
  • Additionally, the expanding Indian retail and e-commerce industry presents a sizable market for mobile analytics providers. The industries will continue to grow significantly with the improvement of the nation's internet infrastructure, creating a major potential for local suppliers. Major hubs for e-commerce and retail-driven mobile analytics solutions are emerging in cities like Delhi, Mumbai, Bangalore, and Hyderabad. According to IBEF, India's social commerce sector has the ability to develop to USS 16 to 20 billion in the year 2025, at a CAGR between 55% to 60%, while the country's e-commerce market is predicted to reach USD 111 billion by 2024, and USD 200 billion by 2026.
  • As smartphones become more popular, there is an increasing need for mobile analytics services in the APAC area. Customers also employ mobile analytics for a fundamental study of mobile data traffic. The mobile analytics market is driven by the proliferation of phones and tablets, the rising need for smart cybersecurity solutions, and income from internet services.
  • Companies with a large audience differentiate their offering, replicating the success of 'super-apps' seen elsewhere in Asia. For example, GoJek and Grab are offering users across South Eastasia a range of features, such as ride-hailing, payment systems, food delivery, e-commerce, publishing, and their business model, is one that is catching on in the Indian market. For instance, Truecaller - an app that allows its 140 million daily active users to screen calls from strangers and bots - plans to implement a credit loaning system. Users based in India can also use the app to record calls, send messages, and complete payments.
  • Furthermore, most of India's digital ad spend was mobile-focused before the coronavirus pandemic, and this global event has acted as a catalyst for this trend. Between 45-55% of organizations' digital advertising budgets are spent on mobile, which is anticipated to increase to more than 65% in the last year. As per Exchange4Media, ad budgets invest heavily in rich media, social media marketing, and paid search. Such trends are expected to drive further the growth of the market studied.

Mobile Analytics Industry Overview

The Global Mobile Analytics Market is dominated by a few giants, like OpenText Corporation, Facebook Inc., Google LLC, Microsoft Corporation, and Contentsquare SaaS, which occupy most of the market share. They are emphasizing R&D activities related to mobile analytics. Some of the recent developments in the market are:

  • April 2022 - Mobile Marketing and Roomvo collaborated to build a visualizer analytics module available on Mobile Marketing's client site. According to the firm, using strong analytics from Roomvo, merchants can acquire new levels of insight into their customers and make data-driven business choices, from inventory systems to promotion planning.
  • November 2022 - Vianova established a strategic alliance with on-demand transportation company Fenix to deliver mobility expertise to the Middle East. Fenix employs Vianova's mobile analytics platform in five countries, including Saudi Arabia, United Arab Emirates, Bahrain, and Qatar, to get insights about its fleets and increase collaboration with cities.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Value Chain Analysis
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Consumers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry
  • 4.4 Assessment of the Impact of COVID-19 on the Mobile Analytics Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Smartphone Revolution to Generate Enormous Data
    • 5.1.2 Data Explosion from E- commerce Likely to Propel the Market
  • 5.2 Market Challenges
    • 5.2.1 Challenges Regarding Security Breach

6 MARKET SEGMENTATION

  • 6.1 By Type
    • 6.1.1 Application Analytics
    • 6.1.2 Campaign Analytics
    • 6.1.3 Service Analytics
    • 6.1.4 Other Applications
  • 6.2 By End-User Vertical
    • 6.2.1 Retail
    • 6.2.2 BFSI
    • 6.2.3 Government
    • 6.2.4 IT and Telecom
    • 6.2.5 Media and Entertainment
    • 6.2.6 Other End-User Verticals
  • 6.3 By Geography
    • 6.3.1 North America
    • 6.3.2 Europe
    • 6.3.3 Asia Pacific
    • 6.3.4 Rest of the World

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 OpenText Corporation
    • 7.1.2 Facebook Inc.
    • 7.1.3 GoodData Corporation
    • 7.1.4 Google LLC
    • 7.1.5 Contentsquare SaaS
    • 7.1.6 Microsoft Corporation
    • 7.1.7 Oracle Corp.
    • 7.1.8 Adobe Inc.
    • 7.1.9 Salesforce.com Inc
    • 7.1.10 AppsFlyer Ltd

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS