The primary use of data lakes in big data analytics is to store vast amounts of raw data in its native format until needed. Unlike traditional databases, data lakes can handle both structured and unstructured data, allowing organizations to store diverse information from various sources without upfront processing. This flexibility facilitates comprehensive data analysis, enabling businesses to generate insights, drive decision-making, and respond effectively to changing market demands. Data lakes support machine learning and advanced analytics, fostering innovation and improving data-driven strategies.