Leading Software Brands in Australia: Q1 2024 Analysis

Introduction

In the dynamic realm of software, certain brands have consistently captured substantial audiences across their digital platforms. This article delves into the performance of leading software brands in Australia during Q1 2024, focusing on Google Search, Gmail, and Microsoft 365. Utilizing Sensor Tower's comprehensive datasets, we explore trends and insights from Q4 2023 to Q1 2024.

Google Search

Google Search continues to be a dominant force in the software category, with a robust presence on both web and mobile platforms.

• Audience Trends: The website, google.com, experienced consistent traffic with visits ranging around 2.7B monthly. Monthly true audience figures remained stable above 15M throughout the quarter, with a noticeable balance between web and app users.

• App Engagement: The Google app maintained over 12M monthly active users, indicating strong mobile engagement.

• Ad Spend & Channels: Minimal advertising activity was observed, with some spikes in December and March primarily on Instagram, resulting in over 2M monthly impressions.

Gmail

Gmail remains a pivotal tool for communication, showcasing a strong user base across its platforms.

• Audience Trends: The website, mail.google.com, saw visits consistently around 700M monthly. Monthly true audience figures hovered above 15M, with a significant portion accessing via the app.

• App Engagement: The Gmail app enjoyed stable engagement with over 12M monthly active users.

• Ad Spend & Channels: Limited advertising was noted, with minor spends on Facebook contributing to modest monthly impressions.

Microsoft 365 (Office 365)

Microsoft 365 continues to be a powerhouse in productivity software, with a diverse array of applications and websites.

• Audience Trends: Multiple platforms, including forms.office.com and microsoft365.com, attracted millions of visits monthly. The monthly true audience exceeded 3M consistently, with a balanced distribution between app and web users.

• App Engagement: Applications like Microsoft Word and Microsoft Teams showed robust active user numbers, with Word reaching over 1.5M and Teams surpassing 3.5M monthly active users.

• Ad Spend & Channels: Microsoft 365's advertising efforts were substantial, with significant budgets allocated to Facebook and Instagram, resulting in tens of millions of monthly impressions.

Conclusion

The software landscape in Australia is dominated by industry giants like Google, Gmail, and Microsoft 365, each demonstrating unique strengths across web and mobile platforms. Sensor Tower's unparalleled data offerings allow for a comprehensive analysis of these brands, providing critical insights into user behavior across platforms. For a deeper dive into these insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics products.