What markets are now gathering attention among businesspersons? Survey based on "market size" query search data

In this article, we will analyze the user image of those searching "market size." The analysis will be conducted using Dockpit, VALUES' web behavior analytics tool that enables users to analyze competitor sites and research trends using behavior data updated monthly in their browsers.

First, let's look at the number of search users searching "market size."

The above graph shows that around 30,000 to 40,000 search users are searching “market size” per month. It is also noteworthy that the number of users is growing gradually and steadily from 2020 to 2022.

2020 marked the beginning of COVID-10 and every industry was busy rebuilding its current performance and reviewing its existing business structure. Then, in 2021, the number of users searching for "market size" has increased, and it can be said that more and more users are investigating how their businesses need to grow during and after the COVID-19 era.

Next, we will also look at the user attributes.

More than 70% of search users are male, and it seems that they account for a considerable proportion. In addition, the age bracket data shows that younger generations in their 20s and 30s are actively searching. We may assume that search users include those who are responsible for researching for a business toward developing strategies and young businesspersons who are searching for new business opportunities.

Looking at the top search terms, the first and second most searched keywords are "market size" and "market size ranking," exhibiting the need among search users to identify and compare the market size and scale of each market.

Also, the third place and below are keywords that specifies a specific industry, such as "healthcare" and "human resources," revealing which industries are of high interest to search users. Some of the market trends gathering interest are discussed in detail below.

The "healthcare" market, which appeared at the top of the search keyword ranking, is seeing growth driven by digital innovations, such as DX and IoT, in recent years and the spread of COVID-19 in 2020.

According to the Ministry of Economy, Trade and Industry's report "Ministry of Economy, Trade and Industry's healthcare industry policy," the market size of the domestic healthcare business is forecasted to reach approximately 33 trillion yen by 2025, up from approximately 25 trillion yen in 2016.

"Healthcare" has a broad contextual business domain that includes the maintenance, promotion, and management of health. In addition to existing businesses, such as supplements and fitness, in recent years, the market has seen the emergence of wearable devices, and it seems that more and more companies are engaged in businesses related to the digitalization of health management using IoT technology.

These market conditions can be attributed to people's heightened awareness of the need to maintain good health due to the COVID-19 pandemic, which has led to an increase in market growth.

The healthcare market is also very closely related to the challenging issue regarding Japan's declining birthrate and aging population. The policy of "raising the income of caregivers" was adopted after the Kishida administration took office, and it is a market that is likely to expand further, given the prospect of aggressive capital intervention by the government. Based on this, it is not surprising that the search for "healthcare market size" ranks high on the search keywords.

Interest in the "human resources industry," which appeared in fifth place in the search keyword ranking, also appears to be increasingly gathering interest. The human resources industry is generally defined as the sum of "placement and recruiting," "temporary staffing," and "outplacement." In the past two years, each of these areas has been significantly affected by the hiring freeze caused by the COVID-10 pandemic.

However, according to a report titled "Outlook for the job change market in 2022" published by Recruit, the number of mid-career job openings by companies has been recovering rapidly since the beginning of 2021, and some companies have begun mass hiring after delays in their hiring plans, indicating that the human resources industry has recovered to some extent.

Although growth in this market has stalled over the past two years or so, it is a large market that will not disappear as long as employment continues to exist. Like other markets, it is also an area that is attracting attention for its remarkable growth in DX, such as AI-based job matching and recruiting for remote work-based positions.

During the COVID-19 pandemic, the downward trend in the ratio of effective job offers to applicants has been a topic of discussion, and given the declining birthrate and aging population in Japan, chronic intensification of recruitment is expected to continue. In response to this situation, the need for outbound recruitment media has been increasing in recent years, and the market will continue to require attention to trends based on the current situation of each market player.

Lastly, let's look at data regarding inflow sources for users with the search query "market size."

Looking at the data regarding inflow pages, the site "Market Size Map" appears at the top of the list. This site uses government survey data to visually capture the size of the domestic market.

Similar to the "Market Size Map," the third-ranked "Industry Size Ranking by Industry," provided by Gyokai Search, is also a useful page for an overview of the size of the market. This site also offers other interesting content that allow users to intuitively grasp the trends of each market in the form of a weather forecast.

It is important to recognize various market trends and increase your literacy in your own business as well as other businesses. It is advisable to keep up-to-date with the latest information on the size of each market, its future potential, and the distribution of players.

We hope this survey will be useful for your marketing work and market research.

[Survey overview]
・Analysis based on online behavior analytics and user attribute information, with the cooperation of members of a nationwide monitoring group
・Period covered by the behavior analytics: July 2020 - June 2022
*Volume is estimated according to the domestic Internet population based on the relative frequency of the VALUE's own participants
*Target devices: Both PCs and smartphones

The data in this investigation is from Dockpit, an analytics tool with online behavior log data and user demographic information under the permission of panelists in Japan presented by VALUES, Inc.

※The numbers of users are estimated by the data in the monitor and the internet population in Japan.