Leading Brands in Australia’s Law & Government Category: Q4 2023 Analysis

Australia’s Law & Government sector demonstrated remarkable digital engagement in Q4 2023. Prominent brands such as the Bureau of Meteorology, NSW Government, and Victorian Government showcased their digital prowess. Sensor Tower’s comprehensive data analysis provides an in-depth look at cross-platform user behavior, highlighting the efficacy of their web, app, and advertising initiatives.

Bureau of Meteorology

The Bureau of Meteorology is renowned for delivering accurate weather forecasts and climate updates. Its digital presence is robust, anchored by its website, bom.gov.au, and the BOM Weather app.

• Audience Trends: From Q3 to Q4 2023, bom.gov.au experienced a substantial increase in visits, peaking in December with over 34M visits. Monthly unique visits grew steadily, maintaining above 2.5M by December.

• App Engagement: The BOM Weather app saw consistent growth in monthly active users, reaching approximately 1.7M by December, indicating a strong preference for mobile access.

• Ad Spend & Channels: Monthly advertising spend remained modest, focusing on Instagram, with impressions slightly increasing by December to over 68K.

NSW Government (State of New South Wales)

The NSW Government is a leader in digital integration, focusing on public services and community engagement through its website, nsw.gov.au, and the Live Traffic NSW app.

• Audience Trends: The website recorded a high volume of traffic, with visits exceeding 134M in October. Monthly unique visitors remained stable, with numbers above 4.8M.

• App Engagement: The Live Traffic NSW app saw a slight increase in monthly active users, reaching around 18K by December.

• Ad Spend & Channels: A significant portion of monthly ad spend was allocated to Facebook, resulting in impressions surpassing 55M in November.

Victorian Government

The Victorian Government excels in community connectivity, supported by its website vic.gov.au and the Public Transport Victoria app.

• Audience Trends: Website visits peaked in October at over 47M, with monthly unique visits consistently above 1.8M.

• App Engagement: The Public Transport Victoria app maintained stable monthly user engagement, with active users around 185K in December.

• Ad Spend & Channels: Facebook dominated the monthly advertising landscape, with impressions reaching over 92M in November.

Conclusion

The digital strategies of leading brands in Australia’s Law & Government sector underscore the importance of cross-platform engagement. Sensor Tower’s unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide essential insights into user behavior across web and app platforms. As digital landscapes evolve, these insights remain crucial for understanding and enhancing audience engagement, offering strategic advantages for decision-makers.