Leading Brands in GB Business & Productivity Software: Q4 2023 Analysis

Introduction

In the rapidly evolving Business & Productivity Software category, a few giants stand out with substantial monthly deduplicated audiences across their websites and apps. This article delves into the performance and trends of Microsoft 365, Gmail, and Google Workspace from Q3 to Q4 2023, highlighting their unique user engagement patterns and platform dominance.

Microsoft 365 (Office 365)

Microsoft 365, a leader in productivity solutions, has an expansive digital presence, spanning several websites such as forms.office.com, microsoft365.com, and office.com, along with robust apps like Microsoft Word and Microsoft Teams.

• Audience Trends: Throughout Q4, Microsoft 365 maintained a stable monthly deduplicated audience above 20M. Notably, visits on office.com surged in October with over 440M visits, though they tapered to 323M by December.

• App Engagement: Microsoft Outlook led app engagement with monthly active users consistently above 8M. Microsoft Teams also saw an uptick in October, reaching over 3.7M monthly active users.

• Ad Spend & Channels: Monthly advertising expenditure peaked in October at over $90K, primarily on Facebook, delivering more than 15M impressions.

Gmail

Gmail, renowned for its extensive reach, operates through mail.google.com and the Gmail - Email by Google app.

• Audience Trends: The website maintained a high volume of visits, averaging over 2B monthly. The monthly deduplicated audience remained stable around 43M throughout the quarter.

• App Engagement: The Gmail app consistently held monthly active users above 22M, reflecting its strong mobile preference.

• Ad Spend & Channels: Minimal monthly ad spend was recorded, with a brief spike in September via Facebook.

Google Workspace (formerly G Suite)

Google Workspace, a comprehensive collaboration suite, is accessed through multiple channels, including calendar.google.com and docs.google.com, alongside apps like Google Calendar.

• Audience Trends: Website visits saw fluctuations, with docs.google.com peaking in November at nearly 870M visits. The overall monthly deduplicated audience remained strong, averaging around 15M.

• App Engagement: Google Calendar had steady monthly active users, hovering around 6M.

• Ad Spend & Channels: Monthly ad spending was concentrated on desktop video, peaking in October with over $52K spent and generating 1.7M impressions.

Conclusion

The Business & Productivity Software category continues to be dominated by Microsoft 365, Gmail, and Google Workspace, each showcasing unique strengths in web and app engagement. Sensor Tower's comprehensive data provides critical insights into these trends, offering unparalleled cross-referencing capabilities across web, app, and advertising data. To explore more detailed insights, visit Web Insights, App Performance Insights, and Pathmatics.