Leading Brands in Australia’s Credit & Lending Category: Q4 2024 Analysis

In the dynamic landscape of Credit & Lending in Australia, Q4 2024 witnessed significant activity from top players such as Afterpay, Latitude Financial Services, and ClearScore. Sensor Tower’s comprehensive data insights reveal key trends and performance metrics for these brands across web and mobile platforms, showcasing their strategies to engage a monthly deduplicated audience. This article delves into each brand’s digital footprint, leveraging Sensor Tower’s unparalleled data capabilities.

Afterpay

Afterpay, known for its innovative "buy now, pay later" solution, demonstrates a robust digital presence through its website, afterpay.com, and the Afterpay: Pay over time app.

• Audience Trends: From Q3 to Q4 2024, afterpay.com experienced consistent growth in visits, peaking at over 8.7M in December. The monthly deduplicated audience remained stable above 2.8M throughout the quarter, with a notable balance between app and web users.

• App Engagement: The app saw steady monthly active users, hovering around 800K to 870K, indicating a solid user base.

• Ad Spend & Channels: Afterpay’s advertising efforts saw fluctuations, with monthly ad spend peaking in December at approximately $570K. TikTok emerged as a dominant channel, delivering substantial impressions.

Latitude Financial Services

Latitude Financial Services, a leader in consumer finance, operates through its website, latitudefinancial.com.au, and the Latitude App.

• Audience Trends: The website observed a spike in visits in November, reaching over 2M, while maintaining a monthly deduplicated audience above 500K.

• App Engagement: The app’s monthly active users showed a slight decline, settling around 90K by December.

• Ad Spend & Channels: Latitude’s monthly advertising spend peaked in October at over $260K, with YouTube being a significant channel for impressions.

ClearScore

ClearScore, renowned for providing free credit scores and reports, includes clearscore.com and the ClearScore: Credit Score Check app.

• Audience Trends: The website saw fluctuating visits, with a peak in November at over 440K. The monthly deduplicated audience varied, reflecting changes in user engagement.

• App Engagement: The app’s monthly active users decreased steadily, ending the quarter with around 23K users.

• Ad Spend & Channels: ClearScore’s monthly ad spend saw a downward trend, with Instagram being a prominent channel for delivering impressions.

Conclusion

These leading brands in Australia’s Credit & Lending sector have showcased diverse strategies to maintain and grow their audience across web and app platforms. Sensor Tower’s comprehensive data insights, encompassing Web Insights, App Performance Insights, and Pathmatics, provide an unparalleled view into these dynamics, offering essential insights for understanding cross-platform user behavior in this competitive industry. By leveraging Sensor Tower’s data, decision-makers gain a unique advantage in crafting informed strategies to navigate the evolving digital landscape. Explore Sensor Tower’s products to unlock deeper insights into market dynamics and consumer trends.