Leading Brands in Germany's Jobs & Education Sector: Q2 2024 Analysis

Introduction

In Q2 2024, the Jobs & Education category in Germany witnessed substantial digital engagement, with brands like Indeed, Duolingo, and the Bundesagentur für Arbeit taking the lead. This analysis, powered by Sensor Tower's unparalleled data insights, examines the performance and trends of these brands across web and app platforms.

Indeed

Indeed's digital presence is robust, featuring its website, indeed.com, and the Indeed Job Search app.

• Audience Trends: From Q1 to Q2 2024, indeed.com experienced a gradual decline in unique visits, dropping from approximately 8M in January to around 6.4M in June. However, the monthly deduplicated audience remained stable, hovering above 7M throughout the quarter.

• App Engagement: The Indeed app showed a positive trend in monthly active users, rising steadily from about 2.4M in January to over 2.8M by June, indicating growing mobile engagement.

• Ad Spend & Channels: Indeed increased its monthly advertising spend significantly, reaching over $800K in June, with impressions surpassing 135M. The primary channels included Facebook and Instagram, with notable spikes in impressions on these platforms.

Duolingo

Duolingo's educational offerings are accessible via duolingo.com and the Duolingo - Language Lessons app.

• Audience Trends: The website saw fluctuations, with unique visits peaking at around 710K in April before decreasing to approximately 605K in June. The monthly deduplicated audience remained stable, just above 5M.

• App Engagement: Duolingo's app maintained strong engagement, with monthly active users consistently above 3M throughout Q2, peaking in April.

• Ad Spend & Channels: Duolingo's monthly ad spend was modest, peaking in June at about $24K, with significant activity on YouTube and TikTok, reflecting a targeted approach in reaching broader audiences.

Bundesagentur für Arbeit (Federal Employment Agency)

The Bundesagentur für Arbeit's digital footprint includes arbeitsagentur.de and bmas.de, along with the AzubiWelt app.

• Audience Trends: The primary site, arbeitsagentur.de, saw stable unique visits, averaging around 2.3M monthly, while bmas.de maintained a smaller but consistent audience.

• App Engagement: The AzubiWelt app had a smaller user base, with monthly active users peaking at about 5.9K in February before declining slightly by June.

• Ad Spend & Channels: Monthly advertising spend increased notably in June to approximately $397K, with Facebook and Instagram being the dominant channels, achieving impressive reach and engagement.

Conclusion

The Q2 2024 analysis highlights how Indeed, Duolingo, and the Bundesagentur für Arbeit effectively leverage digital platforms to engage with users in Germany's Jobs & Education sector. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into cross-platform user behavior, ensuring brands can optimize their strategies for maximum impact. This consolidated data empowers decision-makers with unique advantages, driving strategic growth and engagement.