Leading Brands in Australia’s Books & Comics Category: Q2 2024 Insights

In Q2 2024, the Books & Comics category in Australia experienced significant engagement across leading brands such as Audible, Wikipedia.org, and Goodreads. Utilizing Sensor Tower's comprehensive dataset, we delve into these brands' performance across their websites and apps, highlighting trends and key observations.

Audible

Audible's digital footprint is noteworthy, with its audible.com website and the Audible: Audio Entertainment app.

• Audience Trends: From Q1 to Q2 2024, audible.com saw a fluctuating pattern. Starting with over 7.4M monthly visits in January, it dipped in April but surged to over 8M by June. The website maintained a stable monthly unique visitor count around 400K.

• App Engagement: The app's monthly active users exhibited growth, beginning at just over 2M in January and rising to approximately 2.3M by June. The app consistently attracted a larger audience compared to the web.

• Ad Spend & Channels: Audible's advertising efforts peaked in March with monthly spending over $670K and impressions surpassing 165M. The primary channels were Facebook and Instagram, contributing significantly to impressions.

Wikipedia.org

Wikipedia.org, with its massive online presence, is accessible via wikipedia.org and the Wikipedia app.

• Audience Trends: Wikipedia.org maintained a stable monthly visit count, hovering around 25M to 28M visits. Unique visits remained steady at just over 1M, with a consistent visits per unique visitor ratio.

• App Engagement: The app saw a slight decline in monthly active users from 41K in January to around 39K by June, indicating a preference for web access.

• Ad Spend & Channels: Advertising was minimal, with a slight increase in June, reaching around $9K in monthly spend and 3.2M impressions, primarily via TikTok.

Goodreads

Goodreads offers a rich platform for book enthusiasts, available through goodreads.com and the Goodreads: Book Reviews app.

• Audience Trends: The website experienced stable engagement, with monthly visits ranging from 5.2M to 7M. Unique visits remained consistently above 640K.

• App Engagement: The app's monthly active users declined slightly, from approximately 317K in January to 268K by June, suggesting a stronger web preference.

• Ad Spend & Channels: Goodreads' monthly ad spend was modest, peaking in June at around $1.5K, primarily on Facebook, generating over 370K impressions.

Conclusion

The Q2 2024 data highlights the varied engagement strategies of Audible, Wikipedia.org, and Goodreads in Australia’s Books & Comics category. Sensor Tower’s unparalleled cross-platform insights reveal the dominance of web access for Wikipedia and Goodreads, while Audible’s app thrives. For advertisers and marketers, understanding these dynamics is crucial, and Sensor Tower provides the necessary tools for deep analysis across web, app, and advertising landscapes.

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