23%
arrow_downward16% YoY
#2
Summary
- Segment ranks #2 within the product analytics / CDP / event infrastructure category, maintaining its position month-over-month.
- As of January 2026, 23% of organizations who have a vendor in the product analytics / CDP / event infrastructure category use Segment: down 16 percentage points from last year.
- Segment has the highest adoption among enterprise companies (30%), compared to mid-market (25%), small-to-medium businesses (23%), and micro-SMB (20%).
- Segment key capabilities include real-time data collection, unified customer profiles, and 300+ integrations, supporting enterprise customer data infrastructure and personalization.
Key stats
23%
arrow_downward16% YoY
Mid-Market, 48%
9%
34%
#4
#1
Adoption Rates by company size
| Company size | Adoption rate |
|---|---|
| SMB | 23% |
| Mid-market | 25% |
| Enterprise | 30% |
About Segment
Twilio Segment is a customer data platform that unifies and enriches identity-resolved customer profiles across touchpoints. It enables teams to activate first-party data through 700+ pre-built connectors for personalized marketing and analytics.
Similar solutions
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About this data
These insights come from Ramp’s procurement and renewal data, built on real-world transactions observed across our platform. Figures represent aggregated observations from Ramp Procurement and Renewals activity.
| Date | New adopter share | Competitor switch rate | Dominant FTE segment | Adoption rate (Enterprise) | Adoption rate (Mid-Market) | Adoption rate (SMB) |
|---|---|---|---|---|---|---|
| Jan 2026 | 9% | 34% | Mid-Market, 48% | 30% | 25% | 23% |
| Dec 2025 | 15% | 33% | Mid-Market, 48% | 33% | 25% | 22% |
| Nov 2025 | 13% | 33% | Mid-Market, 48% | 32% | 25% | 21% |
| Oct 2025 | 11% | 32% | Mid-Market, 48% | 35% | 26% | 21% |
| Sep 2025 | 12% | 34% | Mid-Market, 47% | 40% | 27% | 23% |
| Aug 2025 | 15% | 34% | Mid-Market, 46% | 40% | 28% | 24% |
| Jul 2025 | 8% | 34% | Mid-Market, 46% | 37% | 30% | 27% |
| Jun 2025 | 13% | 33% | Mid-Market, 46% | 41% | 32% | 29% |
| May 2025 | 7% | 32% | Mid-Market, 45% | 40% | 32% | 30% |
| Apr 2025 | 15% | 32% | Mid-Market, 44% | 40% | 34% | 33% |
| Mar 2025 | 8% | 32% | Mid-Market, 43% | 38% | 36% | 35% |
| Feb 2025 | 11% | 32% | Mid-Market, 44% | 38% | 37% | 37% |
| Jan 2025 | 15% | 33% | Mid-Market, 43% | 40% | 39% | 39% |
| Dec 2024 | 14% | 29% | Mid-Market, 44% | 38% | 40% | 40% |
| Nov 2024 | 15% | 29% | Mid-Market, 44% | 43% | 42% | 42% |
| Oct 2024 | 20% | 30% | Mid-Market, 44% | 43% | 42% | 43% |
| Sep 2024 | 19% | 30% | Mid-Market, 44% | 50% | 43% | 44% |
| Aug 2024 | 12% | 32% | Mid-Market, 46% | 50% | 43% | 46% |
| Jul 2024 | 16% | 34% | Mid-Market, 45% | 50% | 44% | 47% |
| Jun 2024 | 21% | 33% | Mid-Market, 45% | 50% | 44% | 49% |
| May 2024 | 16% | 34% | Mid-Market, 46% | 50% | 45% | 50% |
| Apr 2024 | 19% | 35% | Mid-Market, 46% | 50% | 46% | 51% |
| Mar 2024 | 20% | 35% | Mid-Market, 47% | 50% | 47% | 52% |
| Feb 2024 | 26% | 36% | Mid-Market, 47% | 45% | 50% | 53% |