Leading Telecom Brands in Q1 2024: A Closer Look

In the competitive US telecom market, Q1 2024 has seen significant activity from leading brands such as Verizon Communications Inc., Xfinity Mobile, and T-Mobile. Utilizing Sensor Tower's comprehensive data, we delve into the performance and audience trends across these giants' websites and apps, highlighting key insights from Q4 2023 to Q1 2024.

Verizon Communications Inc.

Digital Presence

Verizon's digital ecosystem includes its primary websites, verizon.com and verizonenterprise.com, along with the My Verizon app.

• Audience Trends:

  • verizon.com: Visits fluctuated slightly, peaking in November 2023 with over 102M visits. The monthly deduplicated audience remained stable, averaging above 17M.

  • verizonenterprise.com: This site maintained a steady flow of visits, with a notable drop in February 2024, dipping to about 140K visits.

• App Engagement:

  • The My Verizon app saw a consistent user base, with monthly active users hovering around 6M, indicating a stable mobile presence.

• Ad Spend & Channels:

  • Verizon's monthly advertising expenditure decreased in January 2024 but rebounded by March, reaching over $31M. Their focus was on OTT and desktop display channels, delivering billions of impressions.

Xfinity Mobile

Digital Presence

Xfinity Mobile's reach spans xfinity.com and the Xfinity app.

• Audience Trends:

  • xfinity.com: This site experienced a significant spike in December 2023, with visits surpassing 218M, reflecting a strong web presence.

  • True audience numbers remained robust, averaging around 17M monthly with a balanced mix of web and app users.

• App Engagement:

  • The Xfinity app maintained a steady monthly active user base, with users slightly declining to around 3.3M by March 2024.

• Ad Spend & Channels:

  • Monthly ad spending saw a peak in February 2024, reaching over $7M, with significant investments in OTT channels, garnering substantial impressions.

T-Mobile

Digital Presence

T-Mobile's digital footprint includes t-mobile.com and the T-Mobile app.

• Audience Trends:

  • t-mobile.com: The website saw a slight decline in visits from October 2023 to March 2024, stabilizing around 100M monthly visits.

  • The true audience remained strong, consistently exceeding 15M monthly across the period.

• App Engagement:

  • The T-Mobile app's monthly active users showed a gradual decline, settling just above 1.4M by March 2024.

• Ad Spend & Channels:

  • T-Mobile's advertising efforts peaked in March 2024, with monthly spending over $53M. The focus on OTT and YouTube channels resulted in impressive engagement metrics.

Conclusion

The US telecom sector in Q1 2024 demonstrated dynamic shifts in digital engagement and advertising strategies among leading brands. Verizon Communications Inc., Xfinity Mobile, and T-Mobile leveraged both web and app platforms to maintain robust audience connections. Sensor Tower's unique cross-platform insights offer a critical understanding of these trends, emphasizing the importance of a comprehensive digital strategy.

For a deeper dive into web and app performance, explore our Web Insights, App Performance Insights, and Pathmatics offerings.