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市场调查报告书
商品编码
1843985
2025年全球网路分析市场报告Web Analytics Global Market Report 2025 |
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近年来,网路分析市场发展迅猛,预计将从2024年的75.4亿美元成长到2025年的88.3亿美元,复合年增长率达17.2%。这段历史性成长时期可归因于线上业务的普及、商业全球化、电子商务的蓬勃发展、数据主导的决策以及行动装置使用量的增加。
预计未来几年网路分析市场将呈指数级增长,到2029年将达到198.7亿美元,年复合成长率(CAGR)为22.5%。预测期内的成长主要归功于对隐私、跨通路整合、个人化和客户体验、即时分析以及新平台涌现的日益重视。预测期内的关键趋势包括网路安全问题、人工智慧和机器学习的整合、技术进步、高级分析技术以及隐私和合规性问题。
网站分析透过分析网站访客的行为来评估网站活动,包括网页、图片和影片的使用。它追踪、分析和报告流量来源、引荐网站、页面浏览量、使用者路径和转换率等数据。网站分析透过突显用户与内容的互动互动来帮助提升网站效能。
网路分析的主要用途包括网路行销、电子邮件行销和社群媒体管理。在网路行销中,网路分析用于了解消费者的网路行为,探讨其行为背后的原因,并了解如何利用这些数据来指导数位行销策略。对于零售、製造和资讯科技等行业的各种规模的企业而言,网路分析都极具价值。
美国在2025年春季突然提高关税及其引发的贸易摩擦,对资讯科技产业,特别是硬体製造、资料基础设施和软体部署领域,造成了显着影响。进口半导体、电路基板和网路设备的关税上涨,推高了高科技公司、云端服务供应商和资料中心的生产和营运成本。在全球范围内采购笔记型电脑、伺服器和消费电子产品零件的公司,面临更长的前置作业时间週期和价格压力。同时,对专用软体征收的关税以及主要国际市场的报復性措施,扰乱了全球IT供应链,并降低了海外对美国製造技术的需求。为了应对这些挑战,该产业正在加大对国内晶片生产的投资,扩大供应商网络,并利用人工智慧驱动的自动化技术来增强韧性,更有效地控製成本。
这份网路分析市场研究报告是商业研究公司最新报告系列的一部分,提供网路分析市场统计数据,例如全球网路分析行业市场规模、区域份额、市场份额竞争对手、详细的市场细分、市场趋势和商业机会。这份网路分析市场研究报告对该行业的现状和未来发展趋势进行了详细分析,为您提供所需的一切全面观点。
未来五年22.5%的成长率预测较我们先前对该市场的预测略微下调了0.3%。这一下调主要归因于美国与其他国家之间的关税影响。对云端基础设施组件和分析加速器征收的关税可能会限制网路分析解决方案在美国的部署成本和速度。此外,相互关税以及不断升级的贸易紧张局势和限制措施对全球经济和贸易的负面影响可能会产生更广泛的影响。
日益增长的网路购物趋势需求正显着推动网路分析市场的成长。网路分析能够提供个人化的产品推荐,了解使用者的购物趋势,对于负责人进行成功的行销宣传活动至关重要。例如,美国政府机构美国人口普查局在2024年8月发布的报告显示,2024年第二季电子商务销售额较2023年同期成长了6.6%。随着网路购物趋势的持续成长,网路分析的重要性日益凸显,它能够帮助企业和负责人更深入地了解客户。因此,对网路购物趋势日益增长的需求正在推动网路分析市场的发展。
人们对安全和隐私日益增长的担忧是推动网路分析市场成长的关键因素。安全和隐私措施对于保护资讯、确保资讯的机密性、完整性和可用性至关重要。网路分析在此背景下发挥着至关重要的作用,它能够洞察用户行为,同时满足日益增长的保护敏感资讯的需求。皮尤研究中心发布的数据显示,美国消费者对资料隐私、政府资料使用以及使用人工智慧的公司普遍缺乏信任,这凸显了强大的网路分析工具对于解决这些问题的重要性。对社群媒体执行长缺乏信任以及对儿童资料隐私的担忧进一步强调了有效网路分析解决方案的必要性。随着这些担忧的加剧,对优先考虑安全性和隐私性的网路分析工具的需求预计将推动市场成长。
推动网路分析市场发展的关键趋势之一是技术进步。该领域的主要企业正策略性地专注于提供日益复杂的网路分析解决方案和服务,以巩固其市场地位。例如,数位优化公司 Amplitude, Inc. 于 2022 年宣布增强其技术堆迭的整合。这些整合使企业能够更有效地整合、分析和利用客户资料。 Amplitude 目前已与 Adobe Launch、AWS Redshift、Google BigQuery、Google Tag Manager 和 MailChimp 等平台集成,并改进了与 HubSpot 的整合。这些扩展的整合使客户能够将资料无缝地汇入 Amplitude 并创建客製化的行销宣传活动,这凸显了该公司致力于发展网路分析技术以增强业务洞察力和决策能力的决心。
为了提升网路效能和增强客户体验,网路分析市场的主要企业正致力于开发创新解决方案,尤其是云端原生分析软体。云端原生分析软体解决方案是经过精心设计和优化的资料分析平台,利用云端基础架构和架构实现无缝扩充性、灵活性和营运效率。例如,以IT、通讯和消费电子业务闻名的芬兰公司诺基亚于2023年2月发布了AVA客户和行动网路洞察解决方案。这个前沿解决方案利用人工智慧和机器学习技术,提供云端原生分析软体,简化了5G网路数据的收集和分析。此解决方案不仅简化了资料处理流程,还提供了全面的工具,透过创建可透过开放API存取的资料产品,支援跨渠道的宣传活动优化,从而显着增强了网路分析市场。诺基亚的创新解决方案有助于推动网路分析的发展,并全面提升客户体验。
2022年2月,总部位于美国的线上服务供应商LinkedIn以约8,000万至9,000万美元的价格收购了Oribi。此次收购将透过整合先进的归因技术来增强LinkedIn的行销能力,使企业能够透过自动化、无需程式码的分析来衡量行销成效。这项收购旨在让中小企业也能轻鬆使用网路分析,并协助他们优化广告投资报酬率(ROI)。最终,这将使LinkedIn能够在数位行销领域更有效地与Google等巨头竞争。 Oribi是一家总部位于以色列的网路分析公司。
网路分析市场包括企业透过提供解决方案所获得的收入,这些解决方案可以帮助企业留住客户、获取更多客户并提高每位客户的消费额。市场价值还包括服务提供者销售的或包含在其服务产品中的相关商品的价值。仅包括在营业单位之间交易或销售给最终消费者的商品和服务。
Web analytics involves studying the behavior of website visitors to evaluate web activity, including the use of webpages, images, and videos. It encompasses tracking, analyzing, and reporting data related to traffic sources, referral websites, page views, user paths, and conversion rates. Web analytics can help improve website performance by highlighting user interactions with the content.
Web analytics finds its primary applications in online marketing, email marketing, and social media management. In online marketing, web analytics is utilized to comprehend consumer behavior online, deciphering the reasons behind their actions and how this data can inform digital marketing strategies. This tool is valuable for both large enterprises and small to medium-sized enterprises across sectors such as retail, manufacturing, information technology, and others.
Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.
The sharp rise in U.S. tariffs and the ensuing trade tensions in spring 2025 are having a significant impact on the information technology sector, especially in hardware manufacturing, data infrastructure, and software deployment. Increased duties on imported semiconductors, circuit boards, and networking equipment have driven up production and operating costs for tech companies, cloud service providers, and data centers. Firms that depend on globally sourced components for laptops, servers, and consumer electronics are grappling with extended lead times and mounting pricing pressures. At the same time, tariffs on specialized software and retaliatory actions by key international markets have disrupted global IT supply chains and dampened foreign demand for U.S.-made technologies. In response, the sector is ramping up investments in domestic chip production, broadening its supplier network, and leveraging AI-powered automation to improve resilience and manage costs more effectively.
The web analytics market research report is one of a series of new reports from The Business Research Company that provides web analytics market statistics, including web analytics industry global market size, regional shares, competitors with a web analytics market share, detailed web analytics market segments, market trends and opportunities, and any further data you may need to thrive in the web analytics industry. This web analytics market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.
The web analytics market size has grown rapidly in recent years. It will grow from $7.54 billion in 2024 to $8.83 billion in 2025 at a compound annual growth rate (CAGR) of 17.2%. The growth in the historic period can be attributed to increasing online presence, globalization of businesses, e-commerce boom, data-driven decision-making, rise of mobile usage.
The web analytics market size is expected to see exponential growth in the next few years. It will grow to $19.87 billion in 2029 at a compound annual growth rate (CAGR) of 22.5%. The growth in the forecast period can be attributed to emphasis on privacy, cross-channel integration, personalization and customer experience, real-time analytics, emergence of new platforms. Major trends in the forecast period include cybersecurity concerns, AI and machine learning integration, technological advancements, advanced analytics techniques, privacy and compliance concerns.
The forecast of 22.5% growth over the next five years reflects a modest reduction of 0.3% from the previous estimate for this market. This reduction is primarily due to the impact of tariffs between the US and other countries. Tariffs on cloud infrastructure components and analytics accelerators may limit the affordability and deployment speed of web analytics solutions in the U.S. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.
The increasing demand for online shopping trends is significantly propelling the growth of the web analytics market. Web analytics is essential for delivering personalized product recommendations, identifying user shopping trends, and enabling marketers to execute successful marketing campaigns. For example, in August 2024, the United States Census Bureau, a U.S.-based government agency, reported a 6.6 percent increase in e-commerce sales during the second quarter of 2024 compared to the same quarter in 2023, while total retail sales rose by 1.9 percent in the same period. As online shopping trends continue to rise, the importance of web analytics grows, allowing businesses and marketers to gain deeper insights into their customers. Consequently, the increasing demand for online shopping trends is driving the web analytics market.
The escalating concern about security and privacy is indeed a significant driver for the growth of the web analytics market. Security and privacy measures are crucial for protecting information and ensuring its confidentiality, integrity, and availability. Web analytics plays a pivotal role in this context by providing insights into user behavior while addressing the increasing need for safeguarding sensitive information. The data from the Pew Research Center, indicating high levels of concern among U.S. consumers about data privacy, government data usage, and distrust of companies using AI, underscores the importance of robust web analytics tools to address these concerns. The lack of trust in social media CEOs and concerns about children's data privacy further emphasize the need for effective web analytics solutions. As these concerns continue to grow, the demand for web analytics tools that prioritize security and privacy is expected to drive the growth of the market.
One predominant trend driving the web analytics market is technological advancement. Key players within this sector are strategically focused on offering increasingly advanced web analytics solutions or services to fortify their market positions. For instance, in 2022, Amplitude, Inc., a digital optimization company, introduced enhanced integrations across the technology stack. These integrations enable organizations to unify, analyze, and leverage customer data more effectively. Amplitude now boasts integrations with platforms such as Adobe Launch, AWS Redshift, Google BigQuery, Google Tag Manager, and MailChimp, along with improved integration capabilities with HubSpot. This broadened spectrum of integrations empowers customers to seamlessly import data into Amplitude and craft tailored marketing campaigns, underscoring the company's commitment to advancing web analytics technology for enhanced business insights and decision-making.
Key players in the web analytics market are directing their efforts towards crafting innovative solutions, notably cloud-native analytics software, aimed at enhancing network performance and elevating customer experience. A cloud-native analytics software solution is a platform meticulously designed and optimized for data analysis, leveraging cloud infrastructure and architecture to deliver seamless scalability, flexibility, and operational efficiency. For instance, in February 2023, Nokia, a Finland-based corporation renowned for its work in telecommunications, information technology, and consumer electronics, introduced AVA Customer and Mobile Network Insights. This cutting-edge offering provides a cloud-native analytics software solution that harnesses the power of AI and machine learning to simplify the collection and analysis of 5G network data. This launch significantly bolsters the web analytics market by providing a comprehensive tool that not only streamlines data processing but also empowers businesses to optimize campaigns across diverse channels through the creation of data products accessible via open APIs. This innovative solution by Nokia contributes to advancing network analytics and enhancing the overall customer experience.
In February 2022, LinkedIn, a U.S.-based online service provider, acquired Oribi for approximately $80-90 million. This acquisition enhances LinkedIn's marketing capabilities by integrating advanced attribution technology, enabling businesses to measure their marketing effectiveness through automated, code-free analytics. The deal aims to democratize web analytics for smaller companies, helping them optimize their advertising return on investment (ROI). Ultimately, this positions LinkedIn to compete more effectively against major players like Google in the digital marketing landscape. Oribi is an Israel-based web analytics firm.
Major companies operating in the web analytics market include Google LLC, Microsoft Inc., Facebook Inc., FullStory Inc., IBM Corporation, Adobe Inc., Yandex N.V., Yahoo Inc., Splunk Inc., Teradata Corporation, Tableau Software Inc., Dynatrace LLC, New Relic Inc., MicroStrategy Incorporated, comScore Inc., Hootsuite Inc., SimilarWeb Ltd., Quantcast Corp, Heap Inc., WebEngage Technologies Pvt Ltd., Webtrends Inc., ClickTale Ltd., Piwik PRO Sp. z o.o., Mixpanel Inc., Hotjar Ltd., Kissmetrics Co, Mouseflow ApS, Crazy Egg Inc., Lucky Orange LLC, Woopra Inc., Applied Technologies Internet, Clicky Innovation Pvt Ltd., StatCounter Global Stats
North America was the largest region in the web analytics market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the web analytics market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.
The countries covered in the web analytics market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
The web analytics market includes revenues earned by entities by providing solutions that help a company keep its clients, draw in more customers, and increase the amount of money each client spends. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
Web Analytics Global Market Report 2025 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.
This report focuses on web analytics market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.
Where is the largest and fastest growing market for web analytics ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The web analytics market global report from the Business Research Company answers all these questions and many more.
The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.
The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.