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市場調查報告書
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1641891

點選流分析：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）

Clickstream Analytics - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

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簡介目錄

點選流分析市場規模預計在 2025 年將達到 21.4 億美元，預計到 2030 年將達到 36.7 億美元，預測期內（2025-2030 年）的複合年成長率為 11.39%。

點擊流分析-市場-IMG1

主要亮點

  • 點選流資料通常會記錄在結構化的網路日誌檔案中。網站日誌包含日期和時間戳記、訪客 IP 位址、造訪的頁面的 URL 以及使用者的唯一使用者識別碼等資料元素。因此，在分析點選流資料時，經營線上應用程式的公司將受益於點選流分析。
  • 由於消費者對點擊內容以及對產品和服務的感受等資訊的需求日益增加，在線銷售產品的企業正在蓬勃發展。這些資訊有望成為提高產品品質和客戶體驗的關鍵驅動力。
  • 行動通訊技術的使用迅速成長也是該市場的主要推動力，它透過行動電話為需要評估和分析的企業提供了許多接觸點。這些方法使公司能夠利用從點選流分析中獲得的見解來開發新產品，擴展其產品組合併改進其網站和應用程式，從而幫助減少客戶流失並提高消費者滿意度。
  • 隨著我們進入數位時代，點選流分析工具變得越來越重要，因為它們可以從線上平台的資料日誌中產生關鍵的業務洞察。推動點選流分析市場成長的關鍵因素是透過吸引客戶注意力和回饋來創造商機的需求日益增加。
  • 然而，與資料收集政策、安全和隱私相關的擔憂在一定程度上抑制了市場的成長。

點擊點選流分析市場趨勢

零售業佔據市場主導地位

  • 推動全球市場成長的主要因素是零售商的需求不斷增加、對流量分析的需求不斷成長以及中小型企業對點選流分析的採用不斷增加。
  • 就網路零售業而言，電子商務正在席捲全球。電子商務交易分析的進步正在改變網路零售業，為電子商務企業創造優勢。
  • 隨著消費者對電子商務和虛擬購物體驗的偏好不斷成長，點選流分析的採用預計將大幅增加。由於點選流分析透過個人化和最佳化行銷宣傳活動來提高轉換率，從而使線上零售商受益，因此市場成長預計將大幅上升。
  • 透過為網站和應用程式提供效能指標，點選流分析有助於改善用戶體驗。透過單獨記錄點選流資料，您可以確定用戶訪問最多的產品或頁面，以及他們在您的網站或應用程式上花費最多時間的地方。
  • 然而，點選流資料包含客戶造訪的所有網頁的 URL、他們一起造訪網站的日期和時間以及載入時間等資訊。例如，如果客戶共用了對網站或應用程式的負面回饋，則有關其網站導航的資訊可以幫助識別潛在的不滿來源，例如冗長的頁面載入時間。

亞太地區成長最快

  • 亞太地區擁有豐富的文化、傳統和語言，以及高度多樣化和複雜的數位環境。為了獲得成功，品牌需要了解並適應這些差異。點選流技術透過分析客戶行為並為品牌提供針對每位客戶的個人化解決方案來支持這一目標。
  • 流量分析需求不斷成長、電子商務平台的採用日益廣泛以及 IT 和通訊行業對點選流分析的需求不斷成長等因素正在推動該地區市場的成長。
  • 智慧型手機的興起推動了該地區行動技術的採用，消費者採用智慧型手機主要是因為它的易於獲取和市場成長。
  • 其他成長動力包括各種技術進步，例如雲端運算、人工智慧、物聯網和用於多通路和預測行銷的 IoT。這些技術促進了企業資源規劃 (ERP) 和客戶關係管理 (CRM)資料、網路媒體、地理定位以及全部區域電子郵件和行銷宣傳活動的追蹤。

點選流分析行業概覽

點選流分析市場比較分散，許多傳統企業和新進業者都部署了具有成本效益的解決方案，使企業能夠即時、大規模地處理和分析資料。

2023 年 9 月Oracle利用 Oracle 雲端基礎架構 (OCI) 中的生成式 AI 服務，為 Oracle Analytics Cloud 增加 AI 功能。這項新功能可協助自助分析使用者更快、更有效率地執行進階分析，因此無需等待資料科學家或 IT 團隊就能做出更好的業務決策。

2023 年 7 月 Google LLC AWS 在 AWS 上推出了一項名為 Clickstream Analytics 的新服務。它是一個端到端的解決方案，可以收集、提取、分析和視覺化組織的網路和行動應用程式內的點選流資料。這項新解決方案使企業能夠將資料保存在其帳戶的安全性和合規性範圍內，並根據其要求客製化處理和分析。

其他福利：

  • Excel 格式的市場預測 (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章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概況
  • 產業吸引力－波特五力分析
    • 新進入者的威脅
    • 購買者/消費者的議價能力
    • 供應商的議價能力
    • 替代品的威脅
    • 競爭對手之間的競爭

第5章 市場動態

  • 市場促進因素
    • 提供多個數位接觸點的行動技術的快速普及正在推動市場成長
  • 市場限制
    • 資料隱私法限制市場成長

第6章 市場細分

  • 按服務
    • 軟體
    • 按服務
  • 按應用
    • 點擊路徑最佳化
    • 網站/應用程式最佳化
    • 客戶分析
  • 按最終用戶產業
    • 零售
    • 媒體與娛樂
    • 電信和 IT
    • BFSI
    • 運輸和物流
    • 能源與公共產業
  • 按地區
    • 北美洲
    • 歐洲
    • 亞洲
    • 澳洲和紐西蘭
    • 拉丁美洲
    • 中東和非洲

第7章 競爭格局

  • 公司簡介
    • Adobe Systems Incorporated
    • Oracle Corporation
    • Google LLC
    • IBM Corporation
    • Microsoft Corporation
    • SAP SE
    • Connexity inc.
    • Hewlett Packard Enterprise
    • Jumpshot Inc.
    • Splunk Inc.
    • Talend Inc.
    • Verto Analytics Inc.
    • WebTrends Corporation
    • Vlocity Inc.

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: 61496

The Clickstream Analytics Market size is estimated at USD 2.14 billion in 2025, and is expected to reach USD 3.67 billion by 2030, at a CAGR of 11.39% during the forecast period (2025-2030).

Clickstream Analytics - Market - IMG1

Key Highlights

  • Data from the clickstream is typically recorded in a structured web log file. The website logs include the following data elements: date and time stamp, visitors IP address, URL of pages visited, and user identifier, which is unique to users. Therefore, when analyzing clickstream data, businesses that operate in online applications will benefit from clickstream analytics.
  • Businesses that sell their products online are thriving due to the growing need for information on what consumers click on and how they feel about a product or service. This information is expected to be an important driver of improving product quality and customers' experience.
  • The rapidly growing use of mobile communication technology, which provides companies that need to be evaluated and analyzed with a number of touch points on their phones, has been a major driver in this market. These methods allow firms to take advantage of clickstream analytical insight for the development of new products, portfolio expansion, and improvements in their websites and applications with a view to reducing customer churn as well as improving consumer satisfaction.
  • As the digital age becomes more widespread, clickstream analytical tools are increasingly important because they produce important business insights on online platforms' data logs. A key driver for growth in the clickstream analytics market is an increasing need to generate revenue opportunities by gathering customer interest and feedback.
  • However, concerns associated with data gathering policies, security, and privacy are factors that could restrain the market growth to a certain extent.

Clickstream Analytics Market Trends

The Retail Industry will Dominate the Market

  • The key elements underpinning the growth of the global market are increasing demand from retailers and an increase in the need for traffic analysis, as well as the growing use of clickstream analytics by SMEs.
  • In terms of online retailing, e-commerce is set to dominate the world. The advancements in analytics of e-commerce trading are transforming online retailing and creating dominance for e-commerce businesses.
  • With the rise in consumer preferences for e-commerce or virtual shopping experiences, the adoption of clickstream analytics is expected to rise significantly. As clickstream analysis benefits an online retailer by improving conversion rate through personalization and optimization of marketing campaigns, the growth of the market is expected to boost at a significant rate.
  • By providing performance metrics for websites and applications, clickstream analysis can help to provide information on user experience improvements. A separate record of clickstream data can be used to identify products or pages that have attracted the largest user visits and where users are spending more time on a site or an app, etc.
  • However, clickstream data consists of information such as the URL of every web page that a customer has been to, the time and date when he or she is going to visit this website together, and the load time. For instance, when a customer shares negative feedback from websites and apps, this information about the customer's site navigation can help to identify potential causes of frustration, such as long page loading times.

Asia-Pacific will Witness the Highest Growth

  • Asia-Pacific has a wide variety of cultures, traditions, and languages, as well as a very diverse and sophisticated digital environment. If brands are to succeed, they must know and adapt to these differences. Clickstream technologies analyze customer behavior and provide brands with personalized solutions for each customer to support this objective.
  • Factors such as the growing necessity of traffic analysis, extended use of e-commerce platforms, and increase in demand for clickstream analytics from the IT & telecom sector are driving the growth of the market in this region.
  • An increased number of smartphones has boosted the adoption of mobile technology in the region, and consumers are largely using them due to their ease of access and market growth.
  • The other growth-promoting factors are a variety of technological achievements such as cloud computing, AI intelligence, the Internet of Things, and IoTs for multichannel or predictive marketing. These technologies facilitate capturing enterprise resource planning (ERP) and customer relationship management (CRM) data, web media, geolocation, and tracking email and marketing campaigns across the region.

Clickstream Analytics Industry Overview

The clickstream analytics market is fragmented, with many legacy players and new players rolling out cost-effective solutions to help companies process and analyze data in real time and at scale.

September 2023: Oracle added AI capabilities to Oracle Analytics Cloud, leveraging the Oracle Cloud Infrastructure (OCI) Generative AI service. The new capabilities assist analytics self-service users to conduct sophisticated analysis more quickly and efficiently and make better business decisions without having to wait for data scientists or IT teams.

July 2023: Google LLC AWS launched a new service called Clickstream Analytics on AWS, an end-to-end solution to collect, ingest, analyze, and visualize clickstream data inside organizations' web and mobile applications. With this new solution, organizations can keep their data in their accounts' security and compliance perimeter and customize the processing and analytics to their requirements.

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 Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Threat of New Entrants
    • 4.2.2 Bargaining Power of Buyers/Consumers
    • 4.2.3 Bargaining Power of Suppliers
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Rapid Adoption of Mobile Technology Providing Multiple Digital Touchpoints is Encouraging the Market Growth
  • 5.2 Market Restraints
    • 5.2.1 Data Privacy Laws are Limiting the Market Growth

6 MARKET SEGMENTATION

  • 6.1 By Offering
    • 6.1.1 Software
    • 6.1.2 Services
  • 6.2 By Application
    • 6.2.1 Click Path Optimization
    • 6.2.2 Website/Application Optimization
    • 6.2.3 Customer Analysis
  • 6.3 By End-user Industry
    • 6.3.1 Retail
    • 6.3.2 Media & Entertainment
    • 6.3.3 Telecom & IT
    • 6.3.4 BFSI
    • 6.3.5 Transport & Logistics
    • 6.3.6 Energy & Utilities
  • 6.4 By Geography
    • 6.4.1 North America
    • 6.4.2 Europe
    • 6.4.3 Asia
    • 6.4.4 Australia and New Zealand
    • 6.4.5 Latin America
    • 6.4.6 Middle East and Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Adobe Systems Incorporated
    • 7.1.2 Oracle Corporation
    • 7.1.3 Google LLC
    • 7.1.4 IBM Corporation
    • 7.1.5 Microsoft Corporation
    • 7.1.6 SAP SE
    • 7.1.7 Connexity inc.
    • 7.1.8 Hewlett Packard Enterprise
    • 7.1.9 Jumpshot Inc.
    • 7.1.10 Splunk Inc.
    • 7.1.11 Talend Inc.
    • 7.1.12 Verto Analytics Inc.
    • 7.1.13 WebTrends Corporation
    • 7.1.14 Vlocity Inc.

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS