Wi-Fi Analytics Market Size Surges as Businesses Embrace Data-Driven Insights

The global Wi-Fi analytics market was valued at $5.64 billion in 2018, and is projected to reach $31.01 billion by 2026, growing at a CAGR of 23.8% from 2019 to 2026.

Wi-Fi analytics involves the use of Wi-Fi networks for collecting data on Wi-Fi devices like smartphones and laptops and contains thorough information on the device behavior. Such device behavior information includes information from the space covered by the Wi-Fi network, and about the activity performed via the Wi-Fi network's internet connection.

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The adoption of Wi-Fi analytics is intended to help companies in building detailed customer profiles and to better understand customers behavior within their venue. The factors such as need to gain insights regarding customers' behavior, analyze customer presence at business locations, trigger proximity-based marketing messages, formulate targeted marketing strategies, and proliferation of smartphone devices drive the growth of the global Wi-Fi analytics market.

The solution segment dominated the Wi-Fi analytics market share in 2018, and is projected to maintain its dominance during the forecast period. This is attributed to key benefits offered by Wi-Fi analytics solutions. Organizations are increasingly adopting Wi-Fi analytics to gain the insights about footfall at their venue and get the unassociated device data. It includes data concerning people counting, cross shopping, dwell time, bounce rate, passing traffic, and others. This solution also helps in tracking frequency of how often people return to the specific venue and at what intervals. All such data helps companies in building detailed customer profiles with the data collected. Thus, these benefits of Wi-Fi analytics solutions are expected to drive the growth of this segment during the forecast period.

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Location-based analytics using Wi-Fi data is gaining prominence. Businesses are increasingly leveraging Wi-Fi to understand customer behavior within physical spaces, such as retail stores, airports, and stadiums. This trend enables personalized marketing, efficient crowd management, and improved customer experiences.

The proliferation of Internet of Things (IoT) devices is driving the demand for Wi-Fi analytics. Organizations are using Wi-Fi data to monitor and manage IoT devices, optimize network performance, and ensure seamless connectivity for an ever-growing number of smart devices.

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With the increasing use of Wi-Fi analytics comes a heightened focus on security and privacy concerns. Data protection regulations, like GDPR and CCPA, have made businesses more accountable for the data they collect. Consequently, Wi-Fi analytics solutions are incorporating robust security measures to safeguard sensitive information.

Wi-Fi analytics is moving beyond historical reporting to predictive and prescriptive analytics. Machine learning and AI algorithms are being employed to forecast network issues, optimize performance, and suggest actionable insights based on real-time data, ultimately enhancing network efficiency and user experiences.

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Region wise, the global Wi-Fi analytics market was dominated by North America in 2018 and is expected to maintain this trend during the forecast period Presence of large number of Wi-Fi analytics vendors, continuous adoption of advanced technology for attracting customers in retail, and great awareness about targeted marketing are the major factors that drive the market in North America. In addition, extensive use of smartphones and tablets by the consumers in this region are expected to boost the growth of the Wi-Fi analytics market in North America.

The global Wi-Fi analytics market analysis includes some of the key market players such as SAP SE, Oracle, SAS Institute, Teradata, Tibco, Adobe, Cisco, IBM, Tableau, and Sisense.

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