Leading Telecom Brands in Australia: Q4 2023 Performance Review

Introduction

Australia's telecom sector experienced notable shifts in Q4 2023, with leading brands such as Vodafone, amaysim Australia Pty Ltd, and Belong achieving significant progress. This article examines their performance across websites and apps, focusing on audience trends, app engagement, and advertising efforts. Leveraging Sensor Tower's comprehensive data, we provide a unique perspective on cross-platform user behavior.

Vodafone

Digital Presence

Vodafone's digital footprint is anchored by its website, vodafone.com, and the Vi: Recharge, Payments & Games app.

• Audience Trends: From Q3 to Q4 2023, Vodafone's website visits fluctuated, peaking in November with over 7M visits. The monthly true audience consistently remained above 1M, with a notable increase in December.

• App Engagement: The app maintained a steady rise in monthly active users, reaching over 460K by December, indicating robust mobile engagement.

• Ad Spend & Channels: Vodafone's monthly ad spend peaked in November at approximately $780K, with significant impressions driven by Facebook and YouTube channels.

amaysim Australia Pty Ltd

Digital Presence

amaysim's digital reach extends through its website, amaysim.com.au, and the amaysim app.

• Audience Trends: The website experienced a surge in December, surpassing 1.4M visits. The monthly true audience was stable, maintaining around 400K.

• App Engagement: Monthly active users for the app fluctuated, peaking in November with over 330K users, reflecting strong mobile presence.

• Ad Spend & Channels: Monthly ad expenditure rose in December to nearly $380K, with Facebook and YouTube as primary channels driving impressions.

Belong

Digital Presence

Belong's digital operations are centered around its website, belong.com.au, and the Belong app.

• Audience Trends: The website visits remained fairly stable, with December visits close to 2M. The monthly true audience hovered around 250K throughout the quarter.

• App Engagement: The app saw consistent monthly active user numbers, maintaining above 130K throughout Q4.

• Ad Spend & Channels: Belong's monthly ad spend increased in December to over $170K, with Instagram and Facebook being key channels.

Conclusion

In Q4 2023, Vodafone, amaysim, and Belong demonstrated robust digital strategies, effectively leveraging both web and app platforms. Sensor Tower's unparalleled cross-platform insights offer a comprehensive view of these brands' performances, highlighting the dynamic nature of Australia's telecom landscape. As these brands continue to innovate, their ability to engage audiences across platforms remains critical in maintaining their market positions. Sensor Tower's data provides decision-makers with the unique insights needed to navigate and thrive in this competitive environment.