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The Risk of Bad Bots in Selected Website Categories

October 25, 2016

In an aggregate analysis of all website traffic across all industries, based on an annual contribution of $100M in revenue and a total of 100K to 1M data records that could potentially be compromised, Aberdeen’s Monte Carlo analysis yields the following insights about the risk of bad bots:

As a percentage of annual website revenue, the median annualized risk of bad bots under the status quo (manual blocking) is estimated to be about 4.2%, with an 80% confidence interval between 1.6% and 7.9%

Because the percentage of web traffic attributable to bad bots varies by industry, Aberdeen leveraged the findings from the 2016 Distil Networks Bad Bot Landscape Report (BBLR) to estimate the risk of bad bots for the following website categories:

  • In Airlines and Travel — for which Southwest, American, Delta, United, British Airways, TripAdvisor, Expedia, Priceline, Travelocity, Kayak, and Orbitz are illustrative examples — the 2016 BBLR found that bad bots represented 7.0% of all website traffic.

  • In Digital Publishing — as exemplified by Yahoo, MSN, ESPN, and CNN — the 2016 BBLR found that bad bots represented 31.3% of all website traffic.

  • In Directories and Classifieds — for which Google, Bing, Yahoo, Ask, and Yelp are illustrative examples — the 2016 BBLR found that bad bots represented 16.4% of all website traffic.

  • In Ecommerce — as exemplified by Amazon, eBay, Etsy, and Walmart — the 2016 BBLR found that bad bots represented 17.4% of all website traffic.

  • In Real Estate — with examples such as Zillow, Trulia, Realtor, and RedFin — the 2016 BBLR found that bad bots represented 17.4% of all website traffic.

Read this report to understand how bad bots impact Websites in each of the above industries, as expressed as a percentage of annual website revenue.

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