With every query typed into a search bar, we are
given a glimpse into user considerations or
intentions. By compiling top searches, we are able to
render a strong representation of the global
audience and gain insight into its behavior.
In our Global SaaS & Web Services Trends Report,
we are excited to bring forth the power of data into
the hands of the marketers, product developers,
entrepreneurs, investors, and end-consumers of
software. The goal of this report is to share useful
data for planning purposes accompanied by curated
features of what we believe can make for impactful
trends.
We are proud to share this iteration and look forward
to hearing back from you.
1. Global SaaS & Web Services Trends
2017
Edition 1, April 2017
2. Intro
With every query typed into a search bar, we are
given a glimpse into user considerations or
intentions. By compiling top searches, we are able to
render a strong representation of the global
audience and gain insight into its behavior.
In our Global SaaS & Web Services Trends Report,
we are excited to bring forth the power of data into
the hands of the marketers, product developers,
entrepreneurs, investors, and end-consumers of
software. The goal of this report is to share useful
data for planning purposes accompanied by curated
features of what we believe can make for impactful
trends.
We are proud to share this iteration and look forward
to hearing back from you.
Arpit Jaiswal | Industry Manager, Software as a Service, Google India
Jayank Srivastava | Analytical Lead, Google India
Prerna Munjal | Export Consultant, Google India
Shaurab Kapadia | Industry Head, Technology, Google India
1
3. Methodology
To compile a list of accurate trends within the SaaS &
Web Services industry, we pulled top volume queries
related to a set of prominent SaaS categories and
looked at their monthly volume from January 2014 to
December 2016. We first removed any seasonal
effect, and then measured the year-over-year growth,
velocity, and acceleration for each search query.
Based on these metrics, we were able to classify the
queries into similar trend patterns. We then curated
the most significant trends to illustrate interesting
shifts in behavior.
Query De-seasonalized
Query
Trend
Characteristics
In the first edition, we have taken five major
categories from SaaS and Web Services space, they
are: a) Sales/CRM, b) Support and Helpdesk
Software, c) HR/Identity Management Software, d)
Website Builder / Hosting, and e) Healthcare
Software. There are many other prominent SaaS
categories that we will be covering in future editions.
2
$
4. Part One
top risers
and decliners
Part Two
a spotlight on
top trending
themes
Part Three
tools to leverage
trends and build
a global business
3
5. Trend Categories
To identify top trends, we categorized past data
into six different clusters based on similar
behaviors. This section distinguishes between
the trends to watch and the trends to forget.
Sustained
Risers
Sustained
Decliners
Seasonal
Risers
Seasonal
Decliners
Rising
Stars
Falling
Stars
4
6. Risers
Sustained
Risers
Seasonal
Risers
Steady growth over the
past years, these trends
are safe bets.
Seasonal trends that are
likely to come back even
stronger.
Rising
Stars
Sudden growth within
the past months, these
trends might not last.
5
7. Risers
Ranked by volume of searches
Sustained Risers Rising StarsSeasonal Risers
API CRM
Phone Integration CRM
Knowledge Base/Self Service Helpdesk Software
Multilingual Helpdesk Software
SoftwarePayroll & Compensation Management HR Management
SoftwareOnboarding HR Management
Email Marketing Website Builder & Hosting
Patient Engagement Healthcare Software
Website Security Website Builder & Hosting
Free Trial CRM
Sales Forecasting CRM
Mobile Helpdesk Software
Community Forums/Crowdsource Helpdesk Software
SoftwareLeave Management HR Management
SoftwareAttendance Management HR Management
HIPAA Compliance Healthcare Software
Live Chat Helpdesk Software
Lead Scoring CRM
Automation Helpdesk Software
SoftwareMobile HR Management
Chat Website Builder & Hosting
Medication Database Healthcare Software
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China6
8. Decliners
Sustained
Decliners
Seasonal
Decliners
Steady decline over the
past years, these trends
are fading out.
Seasonal trends that
are likely to decrease in
demand every year.
Falling
Stars
Fads that have reached
their peak and have
already started to
decline rapidly.
7
9. Decliners
Ranked by volume of searches
Sustained Decliners Falling StarsSeasonal Decliners
Tablets CRM
Popup/Overlay Website Builder & Hosting
SMS Website Builder & Hosting
Communication/SMS Healthcare Software
Photo/Video Gallery Website Builder & Hosting
Helpdesk With Call Center Helpdesk Software
Sales Analytics CRM
Audio/Soundcloud Website Builder & Hosting
Forum/Community Website Builder & Hosting
Territory Management CRM
Deal Funnel CRM
Multichannel Helpdesk Software
Helpdesk with CRM Helpdesk Software
Automation HR Management Software
Social Integrations Website Builder & Hosting
Mobile Healthcare Software
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China8
11. Deep Dive
Sales /
CRM
Support &
Helpdesk Software
HR / Identity
M anagement
Software
Website
Builder / Hosting
Healthcare
Software
10
12. Deep Dive
Sales /
CRM
Support &
Helpdesk Software
HR / Identity
M anagement
Software
Website
Builder / Hosting
Healthcare
Software
11
13. Sales / CRM: Top Trending
Ranked by volume of searches
API & Integrations
Analytics Reporting
Automation
Free Trial
CRM + Accounting
Chat
Deal Funnel
Email Template
Gamification
Phone Integration
Lead Scoring
Sales Forecasting
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China12
15. Top Trending CRM trait
While API and Integrations for CRM saw relatively
steady and sustained growth throughout past few
years, it grew at a high +60% in 2016 - just short of
being a rising star.
2010 2011 2012 2013 2014 2015 2016
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China14
16. Geography
API and Integrations for CRM
is an international trend
across all major markets of
the world, it is searched
heavily across EU, US and
India.
Size of circle represents search volume;
Intensity of colors indicates a higher index.
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China 15
17. Deep Dive
Sales /
CRM
Support &
Helpdesk Software
HR / Identity
M anagement
Software
Website
Builder / Hosting
Healthcare
Software
16
18. Support & Helpdesk Software: Top Trending
Ranked by volume of searches
Live Chat
API
Apps Integration
Ticket Management
Knowledge Base/Self service
Community forums/Crowdsource
Customer Satisfaction Survey
Automation
Multilingual
Billing & Invoicing
17Source: Google search trends indexed data for years 2010-2016. Analysis does not include China
20. Top Trending Helpdesk trait
While Live Chat in helpdesk softwares was
previously a sustained but slow rising trend,
interest in this functional trait grew +400% in
second half of 2016 - making it a classical case of
‘rising star’.
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China 19
21. Geography
Being a rising star, Live Chat
for helpdesk softwares is
being searched across all
major markets for the
category. However, emerging
markets show a higher index
for this trend indicating a
higher popularity for this
feature among potential
customers in these countries.
Size of circle represents search volume;
Intensity of colors indicates a higher index.
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China20
22. Deep Dive
Sales /
CRM
Support &
Helpdesk Software
HR / Identity
M anagement
Software
Website
Builder / Hosting
Healthcare
Software
21
23. HR / Identity Management Software
(HRMS): Top Trending
Ranked by volume of searches
Payroll Management
Compensation Management
Mobile
Performance Appraisal/Management
Career Development Planning
Leave Management
Time Tracker
Applicant Tracking
Integrations
Attendance Management
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China22
Onboarding
25. $
Top Trending HRMS trait
Payroll Management, though a well known trait in HRMS, has still
been the strongest growing trait with growth rates jumping in 2016
to 2x the earlier levels. The trait is a best fit case to be called a
sustained riser.
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China24
26. Geography
India and few other emerging
markets show a much higher
skew for payroll management
trait compared to European
countries in HRMS.
Size of circle represents search volume;
Intensity of colors indicates a higher index.
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China 25
27. Deep Dive
Sales /
CRM
Support &
Helpdesk Software
HR / Identity
M anagement
Software
Website
Builder / Hosting
Healthcare
Software
26
28. Website Builder / Hosting: Top Trending
Ranked by volume of searches
Website Security
Support
Chat
Maps
Email Marketing
Mobile Site
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China 27
30. Top Trending Website Builder / Hosting trait
Website security is a seasonal rising trend in web builder and
hosting category. This very critical aspect of web hosting grew
+52% in 2015 and 2016.
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China 29
31. Geography
US has the largest interest for
web security as well as the
highest index along with
middle eastern countries
signifying the importance that
potential website owners give
to this trait.
Size of circle represents search volume;
Intensity of colors indicates a higher index.
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China30
32. Deep Dive
Sales /
CRM
Services, Support
& Helpdesk
HR / Identity
M anagement
Hosting / Website
Builder
Healthcare
Software
31
33. Healthcare Software: Top Trending
Ranked by volume of searches
Patient Engagement
Charting
HIPAA Compliance
Appointment Management
Mobile
Patient Portal
Medication Database
Assessment
Report
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China32
35. Top Trending Healthcare Software trait
After four years of relatively slower growth, search interest for
patient engagement in healthcare softwares started to grow much
more strongly from mid 2015. Since then, it has continued to see
sustained growth of +135% year over year.
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China34
36. Geography
Patient engagement is one of
the more evenly geo
distributed trait in healthcare
softwares with a stronger tilt
in favor of the US. While not
all healthcare software
related trends might spread
evenly in all countries, this is
common in “sustained riser”
trends.
Size of circle represents search volume;
Intensity of colors indicates a higher index.
Source: Google search trends indexed data for years 2010-2016. Analysis does not include China 35
38. Partner with Google on your
International Journey
Opportunity
Identification
Deep-Dive
Analysis
Local
Insights
Operational
Support
Implementation
Performance
Tracking
Optimization
Assess
Opportunities
Execute M easure &
Improve
37
39. Google Tools for Export
A market research platform designed to help researchers get answers to
their questions in three steps - Choose your target audience, type your
questions, and watch the results roll in within hours.
www.google.com/analytics/surveys/
Google
Consumer
Survey
A powerful Google tool to compare search volume patterns for your
products or services across regions and time frames.
trends.google.com/trends/
Google Trends
This tool provides insights into how consumers use internet during their
journey from research to purchase. It allows you to analyze trends in
purchase behavior across 39 different countries.
www.consumerbarometer.com
Consumer
Barometer
38
40. Contacts
Arpit Jaiswal
Industry Manager,
Software as a Service,
Google India
Jayank Srivastava
Analytical Lead,
Google India
Prerna Munjal
Export Consultant,
Google India
Shaurab Kapadia
Industry Head, Technology,
Google India
39