Leading Brands in AU's Antivirus & Security Category: Q4 2024 Analysis

Introduction

In the ever-evolving world of digital security, staying ahead is crucial. In Q4 2024, leading brands such as NordVPN, Express VPN International Ltd., and LastPass emerged as front-runners in the Antivirus & Security category in Australia. This analysis, powered by Sensor Tower's comprehensive data, delves into their performance across websites and apps, highlighting trends and audience behavior from Q3 to Q4 2024.

NordVPN

NordVPN's digital presence is robust, featuring its website, nordvpn.com, and the NordVPN: VPN Fast & Secure app.

• Audience Trends: From Q3 to Q4 2024, nordvpn.com saw a notable increase in visits, peaking in December with approximately 470K visits. The monthly deduplicated audience rose steadily, surpassing 650K by December. The audience split between web and app remained consistent, with a slight dominance of app users.

• App Engagement: The app maintained a steady monthly active user base, with users hovering around 200K by the end of Q4, indicating sustained interest in mobile security solutions.

• Ad Spend & Channels: NordVPN increased its advertising efforts, with monthly spending reaching nearly $125K in December. YouTube emerged as a key channel, delivering significant impressions, followed by Instagram and Facebook.

Express VPN International Ltd.

Express VPN's online ecosystem includes expressvpn.com and the ExpressVPN: Ultra Secure VPN app.

• Audience Trends: The website experienced a surge in visits in December, reaching over 600K. The monthly deduplicated audience also grew, with a mix of web and app users, though app-only visitors slightly outnumbered web-only visitors.

• App Engagement: App engagement remained consistent, with monthly active users slightly increasing to around 61K by December, reflecting a steady mobile user base.

• Ad Spend & Channels: A significant rise in monthly ad spend was observed in Q4, peaking at over $106K in December. YouTube and Instagram were prominent channels, offering extensive reach.

LastPass

LastPass's digital footprint comprises lastpass.com and the LastPass Password Manager app.

• Audience Trends: The website maintained a strong presence, with visits consistently above 600K in December. The monthly deduplicated audience showed a balanced distribution between web and app users, with web visits slightly leading.

• App Engagement: The app's monthly active user base remained stable, with numbers close to 21K throughout Q4, indicating consistent engagement.

• Ad Spend & Channels: Monthly advertising spend was modest, with notable activity on Facebook, delivering the majority of impressions.

Conclusion

As digital security demands grow, brands like NordVPN, Express VPN, and LastPass continue to innovate and expand their reach. Sensor Tower's unique ability to cross-reference web, app, and advertising data provides unparalleled insights into these brands' performance and audience engagement. For more detailed insights, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights.