Leading Brands in Australia’s Jobs & Education Category: Q4 2023 Insights

Introduction

In the dynamic landscape of Australia’s Jobs & Education category, several brands have distinguished themselves with impressive digital footprints across websites and apps. This article delves into the performance of Indeed, SEEK Global, Inc., and Duolingo from Q3 to Q4 2023, highlighting audience trends, app engagement, and advertising strategies. Sensor Tower’s comprehensive data offers unparalleled insights into these brands’ cross-platform user behavior.

Indeed

Indeed maintains a strong presence in the Australian market with its website, indeed.com, and the Indeed Job Search app.

• Audience Trends: From October to December, indeed.com saw a steady increase in visits, peaking at approximately 39M in December. The monthly true audience remained stable, hovering above 2.9M throughout the quarter.

• App Engagement: The app experienced a decline in monthly active users, decreasing from around 373K in October to 326K in December, reflecting a shift in user engagement.

• Ad Spend & Channels: Indeed’s monthly ad spend varied, with a notable increase in December, reaching over $76K. Facebook was the dominant channel, contributing a significant portion of impressions each month.

SEEK Global, Inc.

SEEK Global, Inc. is a major player with its website, volunteer.com.au, and the SEEK Jobs Search & Employment app.

• Audience Trends: The website’s visits fluctuated, with a notable spike in December at around 2M visits. The monthly true audience saw a decrease, ending the quarter at approximately 1.6M.

• App Engagement: The app’s monthly active users decreased from 1.66M in October to 1.45M in December, indicating a shift in user preferences.

• Ad Spend & Channels: SEEK’s monthly advertising spend saw a significant reduction, particularly in December, where it dropped to about $130K. Facebook remained the primary channel, though its share of impressions decreased towards the end of the year.

Duolingo

Duolingo continues to capture the language learning market with its website, duolingo.com, and the Duolingo - Language Lessons app.

• Audience Trends: The website experienced a surge in visits in October, surpassing 9.9M, although it stabilized around 7.5M in the following months. The monthly true audience consistently increased, reaching over 1.18M by December.

• App Engagement: The app's monthly active users rose steadily from October’s 1M to December’s 1.08M, showcasing growing engagement.

• Ad Spend & Channels: Duolingo’s ad spend was minimal, with Instagram being the primary channel for impressions, highlighting a targeted advertising approach.

Conclusion

In Q4 2023, Indeed, SEEK Global, Inc., and Duolingo demonstrated varied strategies and audience engagements across platforms. Sensor Tower’s robust data, encompassing Web Insights, App Performance Insights, and Pathmatics, provides an in-depth understanding of these trends, offering critical insights for stakeholders in the Jobs & Education category. By leveraging Sensor Tower's analytics, decision-makers can gain a strategic advantage in understanding and navigating market dynamics.