Leading Telecom Brands in Australia: Q3 2023 Performance Overview

Introduction

In Q3 2023, the telecom sector in Australia witnessed remarkable engagement across several leading brands. This article explores the performance and trends of Vodafone, Belong, and amaysim Australia Pty Ltd, examining their digital presence across websites and apps. Sensor Tower's comprehensive data offers unparalleled insights into these trends, highlighting cross-platform user behavior and advertising strategies.

Vodafone

Vodafone's digital presence is robust, featuring its website, vodafone.com, and the Vi: Recharge, Payments & Games app.

• Audience Trends: Throughout Q3, Vodafone's website saw fluctuations, peaking in August with 6.5M visits. Monthly true audience numbers remained stable above 1M, with web-only visitors consistently outnumbering app-only users.

• App Engagement: The app had a slight decline in monthly active users, starting at 425K in July and ending at just over 407K by September.

• Ad Spend & Channels: Vodafone's monthly advertising spend peaked in August at approximately $655K, with significant impressions driven by Instagram and TikTok. The desktop video channel saw a late spike in September.

Belong

Belong's digital strategy is anchored by its website, belong.com.au, and the Belong app.

• Audience Trends: The website's visits were highest in September, reaching over 2.5M. Monthly true audience figures showed a subtle stability around 280K, with the web platform slightly leading in user numbers.

• App Engagement: The app maintained steady engagement, with monthly active users slightly decreasing from 126K in July to around 119K in September.

• Ad Spend & Channels: Belong's monthly ad spend peaked in August at approximately $175K, with a strong presence on Instagram and Facebook, driving significant impressions.

amaysim Australia Pty Ltd

amaysim's digital footprint is defined by its website, amaysim.com.au, and the amaysim app.

• Audience Trends: amaysim.com.au experienced a dip in August but recovered in September with visits exceeding 1M. Monthly true audience figures showed a decline from 394K in July to about 330K in September, with app-only users leading.

• App Engagement: The app saw a decrease in monthly active users from 292K in July to approximately 254K by September.

• Ad Spend & Channels: amaysim's highest monthly ad spend was in July at nearly $495K, with YouTube and Facebook being the dominant channels for impressions.

Conclusion

The Q3 2023 data highlights the dynamic nature of the Australian telecom market. Vodafone, Belong, and amaysim each exhibited unique strategies and engagement patterns across digital platforms. Sensor Tower's data, leveraging Web Insights, App Performance Insights, and Pathmatics, offers unparalleled insights into these trends, essential for understanding cross-platform user behavior. This comprehensive analysis empowers decision-makers with the strategic foresight needed to navigate the evolving telecom landscape effectively.

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