Leading Brands in Australia’s Auto Category: Q4 2023 Insights

In the fast-evolving automotive digital landscape, understanding user engagement and audience trends is crucial. Sensor Tower's comprehensive data provides a unique lens into the performance of leading brands in the Auto category. This article delves into the Q4 2023 performance of carsales.com Limited, Carsguide.com.au, and Tesla Motors, highlighting their digital presence and audience dynamics.

carsales.com Limited

carsales.com Limited stands out with its robust digital presence encompassing both bikesales.com.au and carsales.com.au, along with the carsales: Buy & Sell Cars app.

• Audience Trends: Throughout Q4 2023, carsales.com.au consistently recorded over 18M monthly unique visits, with a slight decline observed from October to December. Conversely, bikesales.com.au showed a resurgence in December, reaching around 2.7M unique visits.

• App Engagement: The carsales app maintained a stable monthly active user base, hovering around 520K users in December, indicating steady mobile engagement.

• Ad Spend & Channels: With a total monthly ad spend peaking at $177K in December, Facebook emerged as the dominant channel, delivering substantial impressions exceeding 37M.

Carsguide.com.au

Carsguide.com.au features a prominent web presence at carsguide.com.au and the CarsGuide - Used Cars For Sale app.

• Audience Trends: The website's unique visits fluctuated slightly, stabilizing at over 520K in December. The true audience size remained above 500K, showcasing consistent web-only engagement.

• App Engagement: The CarsGuide app saw a gradual decline in monthly active users, ending the quarter with approximately 26K users, highlighting a preference for web interactions.

• Ad Spend & Channels: December's monthly ad spend reached around $46K, primarily driven by Facebook, which accounted for the majority of the 10M impressions.

Tesla Motors

Tesla Motors, with its digital footprint at tesla.com and the Tesla app, continues to captivate audiences.

• Audience Trends: Tesla.com experienced a notable peak in October, with unique visits climbing to over 300K, while maintaining a high engagement rate through the quarter.

• App Engagement: The Tesla app demonstrated a positive growth trend, reaching over 117K monthly active users by December, reflecting a growing mobile user base.

• Ad Spend & Channels: Minimal monthly ad expenditure was observed, with a brief spike in November on Instagram, generating 26K impressions.

Conclusion

The Q4 2023 analysis highlights the dynamic engagement strategies of leading automotive brands in Australia. Sensor Tower's unparalleled data insights provide a comprehensive view of cross-platform user behavior, essential for brands aiming to optimize their digital presence. Through Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings, businesses can gain critical insights into audience trends and advertising effectiveness.

For more detailed insights, explore Sensor Tower's offerings at Web Insights, App Performance Insights, and Pathmatics.