Web analytics: Google dominant, Swiss market has some catching up to do
In Switzerland, Google Analytics is by far the most popular tracking solution, but overall, web analytics tools are surprisingly rarely used in this country. This is shown by the study «Web Analytics in Switzerland,» published by Angelink Yourposition.
For the study, the Zurich-based search engine marketing and web analytics agency examined over 800 websites, from niche blogs and online stores to the websites of large companies. The tracking tools used were measured, from Google Analytics, WebTrends or Omniture to solutions such as Etracker, Piwik or Xiti.
The results show that web analytics is still in its infancy in Switzerland: a third of all websites examined do not use a tracking tool even in 2010, and it is the online store segment that is the most sinful: 35% of all Swiss store operators do not use user tracking (USA: 12%). However, if tracking tools are installed, 80 percent of them are Google Analytics. Only in the segment of large companies have paid solutions, above all WebTrends, been able to retain a certain market share, presumably mainly due to data protection considerations.
"The fact that so many websites - and online stores in particular - still refrain from optimizing their websites and marketing with web analytics methods from the outset is astonishing," comments Beat Muttenzer, Managing Director of Angelink Yourposition, on the result. "This leads us to believe that in many other cases, data is collected but hardly ever evaluated and used."
>To the detailed results (PDF)
The results show that web analytics is still in its infancy in Switzerland: a third of all websites examined do not use a tracking tool even in 2010, and it is the online store segment that is the most sinful: 35% of all Swiss store operators do not use user tracking (USA: 12%). However, if tracking tools are installed, 80 percent of them are Google Analytics. Only in the segment of large companies have paid solutions, above all WebTrends, been able to retain a certain market share, presumably mainly due to data protection considerations.
"The fact that so many websites - and online stores in particular - still refrain from optimizing their websites and marketing with web analytics methods from the outset is astonishing," comments Beat Muttenzer, Managing Director of Angelink Yourposition, on the result. "This leads us to believe that in many other cases, data is collected but hardly ever evaluated and used."
>To the detailed results (PDF)
