Leading Brands in Australia's Business & Productivity Software: Q4 2024 Analysis

In the dynamic landscape of business and productivity software in Australia, Q4 2024 saw notable performances from leading brands such as Gmail, Microsoft 365, and Google Workspace. Sensor Tower's comprehensive data provides an insightful look into these brands' digital presences across websites and apps.

Gmail

Gmail, accessible via mail.google.com and the Gmail - Email by Google app, maintained a robust performance throughout Q4 2024.

• Audience Trends: The monthly true audience remained stable above 15M during the quarter, with a slight decline in December. The web-only visitors saw a gradual decrease, while app-only visitors hovered around 9.7M monthly.

• App Engagement: Monthly active users fluctuated slightly, peaking at around 13.2M in October before a modest drop in December.

• Advertising: Gmail did not allocate budget towards advertising in this category, indicating a reliance on its established user base and organic growth.

Microsoft 365 (Office 365)

Microsoft 365's web presence spans forms.office.com, microsoft365.com, office.com, and others. It also features apps like Microsoft Word and Microsoft Teams.

• Audience Trends: The monthly true audience across various sites saw fluctuations, with a notable decrease on forms.office.com in December to around 2.7M. Office.com maintained a larger audience with over 4.5M in December.

• App Engagement: Microsoft Office app users peaked in October at approximately 2.9M monthly. Meanwhile, Microsoft Word saw a steady decline, ending the quarter with about 1.5M monthly active users.

• Ad Spend & Channels: Microsoft 365's monthly ad spend varied, peaking in September with over $29K, predominantly on Facebook, which delivered the majority of impressions.

Google Workspace

Google Workspace, with its suite of tools like Google Calendar and Google Docs, showed significant digital activity.

• Audience Trends: The web presence of docs.google.com experienced peaks and troughs, with visits reaching over 460M monthly in October. Meanwhile, calendar.google.com visits decreased to around 75M by December.

• App Engagement: Google Calendar app users rose throughout Q4, peaking at 6.2M monthly in November before a slight decline in December. Google Docs app maintained stable engagement just above 2M monthly.

• Ad Spend & Channels: Monthly ad spend was minimal, with a focus on desktop video ads until October. There was no recorded spend in December.

Conclusion

The Q4 2024 analysis reveals diverse strategies and engagement levels among leading brands in Australia's business and productivity software category. Sensor Tower's unique cross-platform insights are indispensable for understanding user behavior across web and app domains. Utilize our Web Insights and App Performance Insights to delve deeper into these trends.

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