Surveys Used by UK B2C Companies: Market Share (2026)
Among 84,645 trading UK B2C companies, 5,816 have a detectable Surveys system; Qualtrics leads with 88.4% of detected use.
Around 84,645 trading UK B2C companies sit in scope, with 5,816 showing a detectable survey system across 6 detected systems. Qualtrics accounts for 88.4% (5,144) of detected companies, followed by Typeform at 7.1% (411), Wufoo at 2.1% (123), SurveyMonkey at 1.9% (110), SmartSurvey at 0.6% (33) and Tally at 0.3% (15).
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Smaller employers show the sharpest concentration. Under 10 employees has 4,145 companies and Qualtrics reaches 90.4%; among 10–50 employees, 1,574 companies are detected and Qualtrics has 85.4%.
Over 50 employees is much smaller at 97 companies, and the Qualtrics share falls to 54.6%. That leaves the long tail more visible in larger B2C firms, although no other system reaches double digits overall.
5,831
B2C with detected Surveys
Of 84,792 UK B2C
6.9%
Detection rate
2026
6
Systems detected
In this category
88.4%
Leader share
Qualtrics
UK B2C Surveys market share
Share of the 5,831 UK B2C with a detectable system. As of June 2026.
Surveys compared
| System | UK B2C | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Qualtrics | 5,156 | 88.4% | 6 | 16.8% | Median headcount 6; 88.4% share |
| Typeform | 414 | 7.1% | 8 | 31.2% | Median headcount 8; 7.1% share |
| Wufoo | 123 | 2.1% | 6 | 15.4% | Median headcount 6; 2.1% share |
| SurveyMonkey | 110 | 1.9% | 7 | 20% | Median headcount 7; 1.9% share |
| SmartSurvey | 33 | 0.6% | — | — | View these companies in Firmbase → |
| Tally | 15 | 0.3% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading Surveys system shifts with company size: among UK B2C with under 10 employees, Qualtrics leads at 90.4% of the 4,159 with a detectable system; among UK B2C with 10–50 employees, Qualtrics leads at 85.3% of the 1,574 with a detectable system; and among UK B2C with over 50 employees, Qualtrics leads at 55.1% of the 98 with a detectable system.
Under 10 employees
90.4% of band
Under 10 employees accounts for 4,145 detected companies, mostly small B2C operators. Qualtrics has 90.4%, leaving the remaining systems to share less than 10%.
10–50 employees
85.3% of band
10–50 employees contains 1,574 detected companies, where the market is still concentrated. Qualtrics has 85.4%, with secondary systems present but comparatively limited.
Over 50 employees
55.1% of band
Over 50 employees contains 97 detected companies, making it the smallest band. Qualtrics remains largest at 54.6%, but the gap to the long tail is narrower than in smaller bands.
How Surveys usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
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UK B2C by Surveys
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Frequently asked questions
What is the most-used Surveys among UK B2C companies?
How many UK B2C companies have a detectable Surveys?
What is a Surveys?
How is Surveys usage detected?
Which has more UK B2C companies, Qualtrics or Typeform?
What is the best Surveys for UK B2C companies?
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