The 2012 US Higher Education Web Tools Market Share: Advertising, Analytics, Trackers, and Widgets report present original research on the web tools market share and prevalence of products found on college and university websites.
This is an independent report of the analysis and data resulting from crawling 3354 college and university websites which found 77% of the sites using one or more web tools. The report also breaks down the web tools market share of the 162 distinct web tools found during the crawls.
The report breaks down the web tools market share data using their functional classifications of Advertising, Analytics, Privacy, Trackers, and Widgets to demonstrate the prominence of certain web tools in higher education today in addition to the specific products being used.
Within the presentation of each classification there are unique and important insights to be gained for institutional leaders in marketing, communications, admissions, and of course IT.
The web tools market share data is presented for both 2-Year and 4-Year institutions as well as in the aggregate for each web tool classification which includes the market share for each specific product found and links to the product or vendor’s web site for additional information.
Given the prominence of Google products found during the crawls, a summary of the Google products from each classification is also included showing each of the Google web tools market share along with the combined market share for Google.
Additionally, the Widgets data include a break out of the social network tools market share along with the market share of the social sharing widgets.
The 2012 US Higher Education Web Tools Market Share report also includes two visualizations of the crawl results for the 2-Year and 4-Year institution crawl data. These visualizations bring a real visual impact power to the web tools market share data and the prominence of Google, Facebook and Twitter on higher education websites.
The Web Tools Market Share report is intended for institutional leaders in marketing, communications, recruiting and of course information technology. The 21012 US Higher Education Web Tools Market Share report is also intended to inform web and social media governance committees as they consider the use of various web tools in the coming period.
Institutions with more mature governance and privacy commitments will also find this report useful to gaining the needed insights into the quiet growth of the hidden web of tracker technologies that harvest user data. Because many of these web tools are offered at no cost to the institutions, they can be installed without any normal controls in procurement or risk management. which may explain why 3 universities had more than 10 tracking web tools on their home pages.
Finally, web services providers and web tools product vendors supporting higher education will find important data on the web tools market share their products command as well as their competitors.