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市場調查報告書
商品編碼
1444588
行動分析 - 市場佔有率分析、產業趨勢與統計、成長預測（2024 - 2029 年）Mobile Analytics - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029) |
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簡介目錄
行動分析市場規模預計到2024年將達到 72.9 億美元，預計到2029年將達到 215.5 億美元，在預測期內（2024-2029年）CAGR為 24.20%。
推動市場的主要因素是一些行動分析企業採用人工智慧、巨量資料和機器學習等創新技術。
主要亮點
- 現在，消費者更頻繁地使用行動應用程式來執行日常任務。這些應用程式使用大量資料。需要強大的分析系統來有效管理和分析如此大量的資料。在這種背景下，資料分析就顯得格外重要。它可以幫助不同的企業使用這些應用程式來獲得資料驅動的洞察力。行動應用程式分析用於監控行動應用程式內的活動。這項研究可以揭示用戶如何與程式互動以及特定事件是否導致用戶卸載它。追蹤互動、技術資料、轉換管道和其他指標還可以幫助確定應用程式是否對受眾和業務都有意義，並可以指導其未來的發展。
- 國際電信聯盟預測去年有近 53 億人（約佔全球人口的 66%）使用網路。隨著人工智慧（AI）和機器學習模型的增強，行動分析解決方案（包括應用程式分析）變得更加聰明。大多數應用程式管理指標不斷發展，不再只是簡單地呈現訊息，而是融入資料分析建模和儀表板。 Google 利用 Firebase 重塑行動裝置分析。通知、歸因、邀請、儲存、深層連結、AdMob 和 AdWords 全部打包在一起，為公司和消費者提供最深入的見解。例如，Google Analytics 和 Microsoft Clarity 為企業領導者開發了應用程式分析助手，無需資料探勘即可發現有趣的見解。
- 產品和行銷團隊可以利用行動分析資料創建積極的回饋循環。當他們更新網站或應用程式、啟動行銷活動並發布新功能時，他們可以測試這些變更對受眾的影響。根據受眾的反應，團隊可以做出進一步的改變，產生更多的資料並進行更多的測試。這創造了一個完善產品的良性循環。行動分析依賴應用程式，比傳統的基於網路的分析平台更加方便和準確。由於大多數行動分析工具使用 SDK 來追蹤使用者活動，因此供應商可以使用各種程式碼來追蹤自訂事件，具體取決於作業系統。
- 與網路分析不同，SDK 不依賴 cookie 來唯一識別使用者。因此，與其他幾種方法相比，移動分析可能會產生更準確的結果。此外，與一般桌面使用相比，手機佔據了全球大部分網路流量。
- 然而，行動分析業務仍需要解決資料安全問題。由於敏感資料洩露，應用程式分析公司失去了大量用戶和收入。一些盜版者闖入用戶帳戶以竊取合法用戶的重要資訊。這些憑證會被出售，使用者的敏感資料會使用點對點檔案共用協定或 VPN 進行傳輸。注入攻擊、拒絕服務（DoS）攻擊和病毒攻擊允許存取資料管理軟體並使資料機密性面臨風險，構成資料安全威脅。
- COVID-19 大流行影響了多個行業，包括行動行銷和廣告。短期內，公司已經削減了行銷支出，直到局勢穩定下來。然而，未來，廣告預算從印刷和戶外活動等傳統行銷向數位和行動行銷的轉變將會出現激增，最終用戶在室內並且更喜歡主要在手機或電視上消費內容。社交距離，對行動行銷分析的使用產生正面影響。
行動分析市場趨勢
零售業佔據重要市場佔有率
- 零售管理已從以產品為中心轉變為以顧客滿意為中心的複雜過程。購物者的期望不斷提高。他們期望各個層級的個人化、更快的履行選項以及統一的全通路體驗。競爭壓力也在增加，商業的定義也不斷演變。
- 零售商使用行動裝置作為強大的行銷平台。零售業，尤其是電子商務業務，預計將成為行動分析解決方案的主要需求。電子商務公司創造個人化購物體驗的努力預計將為全球行動分析市場帶來可觀的收入。
- 由於全球零售和電子商務行業的不斷擴張，行動分析提供者擁有龐大的市場。隨著網路基礎設施的發展，這些產業將繼續大幅成長，為當地供應商創造巨大潛力。例如，根據美國零售聯合會的資料，去年美國多家零售店的收入超過 4.86 兆美元。此外，零售業銷售額預計將成長6%至8%，去年電子商務零售業超過1.17兆美元，年增率為11-13%。用於電子商務和零售的行動分析解決方案在美國、印度、中國、韓國、台灣等國家越來越受歡迎。
- 此外，零售業已成為印度最具活力的行業之一，根據印度品牌資產基金會的資料，預計到2024年零售業將達到近 1.3 兆美元。
- 市場的供應商活動目的是擴大零售商和行動分析平台之間的合作，以滿足各種新興需求，包括新客戶的獲取和保留。這種長期聯盟大幅促進了所研究市場的擴張。
- 由於整個零售業數位化程度的提高、多通路營運的成長以及零售分析解決方案的創建，零售業變得更加活躍。由於零售組織必須處理大量資料，例如客戶購買習慣，因此每一次接觸和資料點都可能使零售部門更加有效和成功。零售商投資開發技術以改善勞動程序。行動分析的採用提高了零售收入和客戶服務效率。
亞太地區將佔據重要市場佔有率
- 由於智慧型手機設備使用率的激增和行動商務電子郵件數量的增加，預計亞太地區的行動分析市場將在預測期內顯著成長。根據TRAI報告，截至去年10月底，印度電信用戶數達到117,045萬人。
- 此外，不斷擴大的印度零售和電子商務產業為行動分析提供者提供了龐大的市場。隨著國家網路基礎設施的改善，這些產業將繼續大幅成長，為當地供應商創造巨大潛力。電子商務和零售驅動的行動分析解決方案的主要中心德里、孟買、班加羅爾和海得拉巴等城市興起。據IBEF表示，印度社交電商產業有能力在2025年發展至16至200億美元，CAGR在55%至60%之間，而該國的電子商務市場預計到2024年將達到1,110億美元，到2026年將達到 2,000 億美元。
- 隨著智慧型手機變得越來越流行，亞太地區對行動分析服務的需求不斷增加。客戶也利用行動分析對行動資料流量進行基礎研究。手機和平板電腦的普及、智慧型網路安全解決方案的需求不斷成長以及網路服務收入推動了行動分析市場。
- 擁有大量受眾的公司將其產品差異化，複製了亞洲其他地方的「超級應用程式」的成功。例如，GoJek 和 Grab 為東南亞用戶提供一系列功能，例如叫車、支付系統、食品配送、電子商務、出版，其商業模式在印度市場流行。例如，Truecaller - 一款允許其 1.4 億每日活躍用戶篩選陌生人和機器人來電的應用程式 - 計劃實施信用貸款系統。印度用戶還可以使用該應用程式記錄通話、發送訊息和完成付款。
- 此外，在冠狀病毒大流行之前，印度的大部分數位廣告支出都集中在行動裝置上，而這一全球事件成為了這一趨勢的催化劑。組織 45-55%的數位廣告預算花在行動裝置上，預計去年這一數字將增加到 65%以上。根據 Exchange4Media，廣告預算大量投資於富媒體、社群媒體行銷和付費搜尋。預計此類趨勢將進一步推動所研究市場的成長。
行動分析產業概述
全球行動分析市場由 OpenText Corporation、Facebook Inc.、Google LLC、Microsoft Corporation 和 Contentsquare SaaS 等幾家巨頭主導，佔據了大部分市場佔有率。他們強調與行動分析相關的研發活動。市場的一些最新發展是：
- 2022年 4月 - Mobile Marketing 和 Roomvo 合作建立了一個視覺化分析模組，可在 Mobile Marketing 的用戶端網站上使用。該公司表示，利用 Roomvo 的強大分析功能，商家可以對客戶有新的了解，並做出從庫存系統到促銷規劃的資料驅動的業務選擇。
- 2022年 11月 - Vianova 與按需運輸公司 Fenix 建立了策略聯盟，向中東提供行動專業知識。 Fenix 在沙烏地阿拉伯、阿拉伯聯合大公國、巴林和卡達等五個國家採用 Vianova 的行動分析平台，以獲取有關其車隊的見解並加強與城市的合作。
附加優惠：
- Excel 格式的市場估算（ME）表
- 3 個月的分析師支持
目錄
第1章 簡介
- 研究假設和市場定義
- 研究範圍
第2章 研究方法
第3章 執行摘要
第4章 市場洞察
- 市場概況
- 產業價值鏈分析
- 產業吸引力－波特五力分析
- 供應商的議價能力
- 消費者的議價能力
- 新進入者的威脅
- 替代產品的威脅
- 競爭激烈程度
- 評估 COVID-19 對行動分析市場的影響
第5章 市場動態
- 市場促進因素
- 智慧型手機革命產生大量資料
- 電子商務資料爆炸可能推動市場發展
- 市場挑戰
- 有關安全漏洞的挑戰
第6章 市場細分
- 依類型
- 應用分析
- 活動分析
- 服務分析
- 其他應用
- 依最終用戶垂直領域
- 零售
- BFSI
- 政府
- 資訊科技和電信
- 媒體與娛樂
- 其他最終用戶垂直領域
- 按地理
- 北美洲
- 歐洲
- 亞太地區
- 世界其他地區
第7章 競爭格局
- 公司簡介
- OpenText Corporation
- Facebook Inc.
- GoodData Corporation
- Google LLC
- Contentsquare SaaS
- Microsoft Corporation
- Oracle Corp.
- Adobe Inc.
- Salesforce.com Inc
- AppsFlyer Ltd
第8章 投資分析
第9章 市場機會與未來趨勢
簡介目錄
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).
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
