Leading Software Brands in Australia: Q4 2023 Insights

Introduction

In the dynamic landscape of software brands in Australia, Q4 2023 has seen significant activity from some of the industry's giants. This article delves into the performance and trends of three leading brands: Google Search, Gmail, and Microsoft 365. Leveraging Sensor Tower's comprehensive data, we provide insights into audience trends, app engagement, and advertising strategies across these platforms.

Google Search

Google Search continues to dominate the software category with its vast digital presence, including google.com and the Google app.

• Audience Trends: From Q3 to Q4 2023, google.com maintained a stable monthly audience with unique visits fluctuating around 15M. Monthly true audience figures showed a slight increase, reaching above 15M by December.

• App Engagement: The Google app consistently engaged over 12M monthly active users, with a gradual increase observed towards the end of the year.

• Ad Spend & Channels: Google Search's monthly ad spend peaked in December with over $9K focused on Facebook, delivering over 2M impressions. Desktop video channels also saw substantial activity in earlier months.

Gmail

Gmail, a staple in digital communication, operates through mail.google.com and the Gmail app.

• Audience Trends: The website's unique visits remained robust, averaging around 6M monthly. Monthly true audience figures consistently exceeded 15M, showing a steady upward trend.

• App Engagement: The Gmail app's monthly active user base remained strong, with numbers hovering around 12M, indicating consistent user engagement.

• Ad Spend & Channels: November saw a minor monthly ad spend on Facebook, with impressions reaching around 39K.

Microsoft 365 (Office 365)

Microsoft 365's extensive suite, including forms.office.com, microsoft365.com, and applications such as Microsoft Word, showcases its stronghold in productivity software.

• Audience Trends: The websites experienced varied traffic, with forms.office.com witnessing a peak of over 1.7M unique visits in October. Monthly true audience remained above 3M across different platforms.

• App Engagement: Microsoft Word and Office apps saw monthly active user numbers ranging from 1.5M to 2.5M, reflecting stable engagement.

• Ad Spend & Channels: Microsoft 365's ad strategy included significant monthly spending on Facebook and Instagram, with December impressions reaching over 13M.

Conclusion

The Q4 2023 data highlights the enduring presence and strategic adaptability of Google Search, Gmail, and Microsoft 365 in Australia's software market. Sensor Tower's unparalleled data insights provide a comprehensive view of these brands' digital footprints, enabling a deeper understanding of cross-platform user behavior. With offerings like Web Insights, Pathmatics, and App Performance Insights, Sensor Tower remains a critical tool for navigating the competitive digital landscape.