Leading Health & Wellness Brands in Australia: Q1 2024 Overview

In the first quarter of 2024, the Health & Wellness sector in Australia witnessed significant digital engagement among leading brands. This article examines the performance of BUPA, Strava, and Fitbit, focusing on their audience trends, app engagement, and advertising strategies. Sensor Tower's comprehensive data provides an unparalleled view of these brands' digital presence.

BUPA (British United Provident Association Limited)

BUPA is a renowned healthcare provider known for its wide range of health insurance products and services. Its digital ecosystem includes its website, bupa.com, and the myBupa app.

• Audience Trends: From Q4 2023 to Q1 2024, BUPA's website visits showed a downward trend, dropping from 10.8M visits in October 2023 to about 7.2M in March 2024. Unique visits remained above 800K monthly. The monthly deduplicated audience remained stable above 1.1M throughout the quarter.

• App Engagement: The myBupa app maintained a consistent user base, with monthly active users hovering around 80K.

• Ad Spend & Channels: BUPA's monthly advertising expenditure decreased from over $1M in October 2023 to approximately $680K in March 2024. Facebook and YouTube were the primary channels, with the latter seeing notable impressions.

Strava, Inc.

Strava is a leading social platform for athletes, known for tracking physical activities like running and cycling. Its presence includes its website, strava.com, and the Strava: Run, Bike, Hike app.

• Audience Trends: Strava's website visits were relatively stable, averaging around 1.3M monthly visits. The true audience remained steady, surpassing 1M by March 2024.

• App Engagement: The app saw an uptick in monthly active users, increasing from 491K in October 2023 to over 540K by March 2024, indicating a growing user base.

• Ad Spend & Channels: Strava's monthly advertising spend varied, with peaks in December 2023 and March 2024, focusing on Instagram for broader reach.

Fitbit

Fitbit is a pioneer in wearable fitness technology, providing insights into personal health and fitness. Its digital footprint includes fitbit.com and the Fitbit: Health & Fitness app.

• Audience Trends: Fitbit's website experienced fluctuating visits, peaking at 1.2M in December 2023 before settling around 680K in March 2024. The monthly deduplicated audience remained robust, consistently above 900K.

• App Engagement: Active users on the Fitbit app showed stability, with numbers consistently around 290K monthly.

• Ad Spend & Channels: Minimal monthly ad spending was recorded, with a small allocation on TikTok in March 2024.

Conclusion

The Health & Wellness sector in Australia continues to thrive, with BUPA, Strava, and Fitbit leading the charge. Sensor Tower's data highlights the strategic approaches these brands take in engaging users across web and app platforms. With detailed insights into audience behavior and advertising channels, brands can tailor their strategies for optimal impact. For more comprehensive data, explore Sensor Tower’s offerings in Web Insights, App Performance Insights, and Pathmatics.