Read the market for any technology through four lenses: vertical, domain age, site popularity and country. Compare your product with rivals on one chart and find the audiences you are missing.
Install counts tell you how big a tool is. These lenses tell you who it serves, whether it is rising and where it is strong.
Usage per IAB category against that category's share of all domains. Above 1.0 means over-indexed.
How usage spreads across young and old domains. Rising tools win the young ones first.
Usage across the top 1M sites in bands of 100,000. Shows if a tool is enterprise or mass-market.
Usage across the countries of around one million stores. Shows local strongholds.
Every one of 5 million domains carries a Tier 1 and Tier 2 IAB category. For any technology we compare its usage share in each category with that category's share of all domains.
Concentrated in shopping verticals, as expected. Style & Fashion leads at 8.1 times its baseline share.
Style & Fashion, Shopping and Food & Drink top the list for WooCommerce as well.
WordPress is one of the most evenly spread technologies, with no clear vertical far above average.
New sites choose today's tools. Old sites carry yesterday's. Plot usage against domain age and the direction of a technology becomes obvious.
Apache is used more on older domains. Nginx is used more on younger ones.
Illustrative shape of an aging technology.
Analytics is less common on very young domains. Ad monetization is more common on them.
Illustrative shape of a tool favored by new sites.
Over-represented in young domains. New sites pick it.
Over-represented in old domains. Migration targets.
Flat across ages. A safe, mature standard.
Young-heavy because sites outgrow it. Watch for upgrades.
We split the top 1 million sites into ten bands of 100,000 and measure usage in each. The shape tells you who the tool really serves.
| Technology | Shape across popularity bands | What it suggests |
|---|---|---|
| React | Much higher in the top 100,000, then falls steadily | Favored by large, complex, high-traffic sites |
| Bootstrap | Fairly even across all bands | Easy to adopt, used at every scale |
| Apache | Lower in the top band, rising further down | Common on smaller and older sites |
| WordPress | Slightly lower in the top 100,000 | Mass-market, a little less common at the very top |
Your buyers are large sites. Sell high-touch and price accordingly.
You serve every size. Segment messaging by tier.
You win small sites. Self-serve and low price points fit best.
Around one million stores carry a country. Usage by country reveals where a technology is the local default and where it barely exists.
Compare two technologies directly, or several at once. Five live chat tools side by side is a common first chart, and it usually settles which audience each vendor really owns.
Your product plus the rivals buyers compare you with.
Vertical, age, popularity or country.
Where a rival is strong and you are not, or the reverse.
A campaign, a feature, or a pricing tier for that audience.
If a rival wins young domains and you win old ones, your onboarding or pricing may be losing new stores.
Market views are not just for analysts. They settle real decisions across a company, and they settle them faster because everyone is looking at installs rather than opinions.
Pick the verticals for the next campaign, content series or event.
Assign territories where the product already fits.
See which audiences rivals win and you lose.
Decide which markets to enter next.
Check traction claims against real installs.
Spot customers in verticals that rarely use your category.
If a question is about who uses what, one of the four lenses answers it. Keep this table next to the dashboard during planning season and most debates end in minutes.
| Question | Lens | Look for |
|---|---|---|
| Which industries should we target next? | Vertical | Tier 2 categories above 1.0 |
| Where are we weak compared with our main rival? | Vertical | Categories where the rival's ratio beats ours |
| Are we winning new websites? | Age | Share in domains under 5 years |
| Is our category growing or shrinking? | Age | Young-domain share across leading tools |
| Is a rival moving upmarket? | Popularity | Share in the top bands |
| Should we build an enterprise tier? | Popularity | How much of our base sits in the top 100,000 |
| Which country should we localize for? | Country | High store counts, low category usage |
| Where do we need a reseller? | Country | Markets with installs but no local presence |
| Which verticals churn most? | Vertical | Categories well below 1.0 for our tool |
| Is a technology a safe long-term bet? | Age + popularity | Strong young share, presence at the top |
| Who is the local leader in a market? | Country | Highest share among rivals there |
| Which audience should our content speak to? | Vertical + popularity | Biggest over-indexed segments by size |
Market charts are easy to over-read. These rules keep conclusions honest and stop a single striking bar from turning into a quarter of misdirected effort.
A high ratio in a tiny category matters less than a modest ratio in a huge one. Check both.
Domain age shows who adopts a tool, not when they adopted it. Read it as a direction, not a date.
Put rivals in the same category side by side. Comparing a CMS with a chat widget says little.
Tier 1 hides big differences. Beauty and Personal Care can behave very differently inside one parent.
A store platform over-indexing in shopping is a sanity check. Surprises come from the second and third tier.
Pick the single clearest gap and test it. A campaign tells you more than another chart.
A short routine that keeps product, marketing and sales looking at the same market picture. Run it in the first week of each quarter.
| Minutes | Check | Decision it feeds |
|---|---|---|
| 0 to 10 | Install counts for you and your top three rivals | Are we gaining or losing ground overall? |
| 10 to 25 | Tier 2 over-index ratios for your category | Which two verticals get campaigns this quarter |
| 25 to 35 | Young-domain share for you and rivals | Is onboarding or pricing losing new sites? |
| 35 to 45 | Popularity-band shape | Do we push upmarket or stay self-serve? |
| 45 to 55 | Country spread among stores | Which market gets localization or a partner |
| 55 to 60 | Write three decisions and owners | A plan, not just a slide |
Top-level categories are broad. The real targeting decisions happen one level down, where 440 categories split markets into usable segments.
Beauty stores often lean on subscriptions and reviews, apparel stores on returns and sizing. Same parent, different stacks.
Vegan Diets, Non-Alcoholic and Alcoholic Beverages each over-index separately, with different rules and buyers.
Both appear above 1.0 for a store platform, but price levels and catalogs differ widely.
Home Appliances sells big tickets, Outdoor Decorating sells seasonal items. Pitch them differently.
Both are gift-driven and seasonal, but crafts stores carry far larger catalogs.
Gifts and Greeting Cards and Flower Shopping both over-index, with very different delivery needs.
Market views are connected to the same rows you export for outreach. Spot a strong vertical, then pull its sites in one step.
Eight terms used in the dashboard and in this page, so your team reads every chart the same way.
| Term | Meaning |
|---|---|
| Install base | All domains in the dataset that run a technology. |
| Baseline share | A category's share of all five million domains. |
| Usage share | A category's share of the domains that run a given technology. |
| Over-index ratio | Usage share divided by baseline share. Above 1.0 is over-represented. |
| Tier 1 / Tier 2 | The parent and child levels of the IAB taxonomy, 440 categories in all. |
| Age profile | How a technology's users spread across domain ages. |
| Popularity band | A group of 100,000 sites within the top one million. |
| Country profile | How a technology's store users spread across countries. |
A technology's share of usage in a category divided by that category's share of all domains. A ratio of 8.1 means eight times more usage than the category's size would predict.
The IAB taxonomy in two tiers, with 440 categories in total.
Vertical, age and popularity views use the five million most popular domains. Country views use around one million online stores with a known country.
The top one million sites by global popularity, split into ten bands of 100,000.
Yes. Compare two directly, or put several on one chart, such as five live chat tools.
Technology analytics is part of both plans, Advanced and Enterprise.
Tables behind the views export to CSV, Excel and PDF, including the full 440-category ratio table.
It is share of installs across the domains we cover, not share of revenue. For software sold to websites, installs are the most direct measure available.
Yes. Drill from a parent such as Style & Fashion into its subcategories and compare their ratios.
Customers in categories far below 1.0 for your type of tool are less anchored to it. See churn prediction.
Yes. Install counts, vertical spread and young-domain share are quick checks on a software company's real footprint.
Study the market leaders in your category instead. Their charts describe the market you are entering.
Yes. Pull sites in the categories or countries you identified, then rank them with the recommender.
Market shapes move slowly. Check quarterly for strategy and monthly for campaign lists.
Fashion is one of the largest online retail categories, and brands there tend to run their own stores. That makes the category's share of the platform's users far larger than its share of all websites.
Combine a technology lookup with country and category filters. The row count gives you the installs in that slice.
The named findings come from the platform, for example the 8.1 ratio for Style & Fashion and the age patterns of the two web servers. Bar shapes drawn in the age section are illustrative.
Usually the founder or head of marketing. One person running the quarterly review is enough; everyone else reads the three decisions.
Yes, for your own internal and investor reporting. Export the tables to Excel or PDF and build charts in your own format.
Republishing the data itself publicly needs our written consent under the terms of service.
Open the vertical view for your own product or the category leader. Write down the three Tier 2 categories with the highest ratios. That is your first target list.
Four lenses, 440 categories and 4,000+ technologies. Included in both plans, from $999 per year.