16%
4% YoY
#4
Summary
- Segment ranks #4 within the product analytics / CDP / event infrastructure category, maintaining its position month-over-month.
- As of October 2026, 16% of organizations who have a vendor in the product analytics / CDP / event infrastructure category use Segment: down 4 percentage points from last year.
- Segment has the highest adoption among small-to-medium businesses (16%), compared to mid-market (16%), enterprise (14%), and micro-SMB (13%).
- Segment key capabilities include real-time data collection, unified customer profiles, and 300+ integrations, supporting enterprise customer data infrastructure and personalization.
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Key stats
16%
4% YoY
Mid-Market, 55%
2%
17%
#7
#3
Adoption Rates by company size
| Company size | Adoption rate |
|---|---|
| SMB | 16% |
| Mid-market | 16% |
| Enterprise | 14% |
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.
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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) |
|---|---|---|---|---|---|---|
| Sep 2026 | 2% | 17% | Mid-Market, 55% | 14% | 16% | 16% |
| Aug 2026 | 9% | 16% | Mid-Market, 55% | 14% | 16% | 16% |
| Jul 2026 | 5% | 15% | Mid-Market, 54% | 15% | 16% | 17% |
| Jun 2026 | 9% | 17% | Mid-Market, 55% | 16% | 16% | 18% |
| May 2026 | 5% | 18% | Mid-Market, 57% | 16% | 17% | 18% |
| Apr 2026 | 5% | 19% | Mid-Market, 57% | 15% | 17% | 19% |
| Mar 2026 | 7% | 19% | Mid-Market, 59% | 15% | 18% | 19% |
| Feb 2026 | 10% | 19% | Mid-Market, 60% | 14% | 18% | 20% |
| Jan 2026 | 15% | 20% | Mid-Market, 61% | 15% | 19% | 20% |
| Dec 2025 | 19% | 19% | Mid-Market, 63% | 13% | 19% | 19% |
| Nov 2025 | 14% | 19% | Mid-Market, 64% | 11% | 18% | 19% |
| Oct 2025 | 6% | 18% | Mid-Market, 63% | 11% | 19% | 19% |
| Sep 2025 | 4% | 19% | Mid-Market, 62% | 13% | 19% | 20% |
| Aug 2025 | 11% | 12% | Mid-Market, 63% | 14% | 19% | 21% |
| Jul 2025 | 7% | 12% | Mid-Market, 64% | 14% | 20% | 21% |
| Jun 2025 | 10% | 20% | Mid-Market, 64% | 10% | 20% | 22% |
| May 2025 | 4% | 20% | Mid-Market, 64% | 11% | 21% | 22% |
| Apr 2025 | 9% | 18% | Mid-Market, 64% | 11% | 21% | 23% |
| Mar 2025 | 11% | 20% | Mid-Market, 64% | 11% | 22% | 24% |
| Feb 2025 | 12% | 20% | Mid-Market, 64% | 10% | 22% | 25% |
| Jan 2025 | 11% | 23% | Mid-Market, 66% | 11% | 23% | 25% |
| Dec 2024 | 13% | 22% | Mid-Market, 63% | 8% | 23% | 26% |
| Nov 2024 | 8% | 27% | Mid-Market, 62% | 13% | 24% | 27% |
| Oct 2024 | 14% | 27% | Mid-Market, 59% | 13% | 24% | 28% |
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