Leading Brands in Australia’s Law & Government Category: Q3 2024 Analysis

Introduction

Australia’s Law & Government sector has experienced notable digital engagement in Q3 2024. Leading this trend are the NSW Government, Bureau of Meteorology, and Victorian Government. This article delves into their digital presence and audience engagement, utilizing insights from Sensor Tower’s comprehensive cross-platform analysis.

NSW Government (State of New South Wales)

The NSW Government has established a significant digital footprint through nsw.gov.au and the Live Traffic NSW app.

• Audience Trends: From Q2 to Q3 2024, nsw.gov.au experienced an upward trend in visits, peaking at 113M in September. Monthly unique visitors remained stable at around 4.5M. The monthly true audience consistently exceeded 4.2M, indicating robust web engagement.

• App Engagement: The Live Traffic NSW app maintained a steady monthly active user base, with active users ranging from 36K to 42K. The app contributed incrementally yet consistently to the overall audience.

• Ad Spend & Channels: Monthly ad expenditures decreased over the quarter, from over $500K in April to around $240K in September. Facebook and Instagram were dominant channels, with Facebook impressions peaking at over 98M in May.

Bureau of Meteorology

The Bureau of Meteorology engages users through bom.gov.au and the BOM Weather app.

• Audience Trends: bom.gov.au saw a slight decline in visits, from 17M in April to around 11.5M in September. The monthly true audience remained stable, averaging over 4.4M, with significant app-only visitor numbers.

• App Engagement: The BOM Weather app’s monthly active user base was robust, exceeding 3.4M by September, highlighting a strong preference for mobile weather updates.

• Ad Spend & Channels: Advertising efforts were minimal, with a noteworthy spike on Instagram in September, though overall monthly spend remained below $500.

Victorian Government

The Victorian Government’s digital strategy includes vic.gov.au and the Public Transport Victoria app.

• Audience Trends: vic.gov.au’s visits peaked at 45M in May, while unique visits remained around 1.9M monthly. Monthly true audience figures were stable, consistently above 2.2M.

• App Engagement: The Public Transport Victoria app saw fluctuating monthly active users, ranging from 890K to 1M, reflecting seasonal travel trends.

• Ad Spend & Channels: Monthly ad spend varied, with a peak of nearly $945K in June. Facebook and Instagram were primary channels, with significant impressions, particularly during Q2.

Conclusion

Australia’s Law & Government sector demonstrates diverse digital engagement strategies. With Sensor Tower’s unparalleled data insights, brands can effectively navigate cross-platform user behaviors. Sensor Tower’s offerings, such as Web Insights, App Performance Insights, and Pathmatics, provide critical tools for understanding and optimizing digital presence across web and mobile platforms.