Leading Financial Services Brands in Australia: Q4 2024 Insights

In the rapidly evolving financial services sector, a few brands have emerged as leaders in Australia during Q4 2024. This article highlights the performance and trends of PayPal, Afterpay, and Square Point of Sale, drawing on data from Q3 to Q4 2024. Sensor Tower's comprehensive data offerings provide a unique view into these brands' cross-platform performance.

PayPal Mobile App

PayPal's digital ecosystem includes the website paypal.com and the PayPal - Pay, Send, Save app.

• Audience Trends: From Q3 to Q4 2024, paypal.com experienced a notable increase in visits, peaking in December at over 17M visits. The monthly deduplicated audience remained stable above 3.6M, with an interesting spike in web-only visitors in November.

• App Engagement: Monthly active users of the app remained steady, reaching around 1.4M by December. This indicates a consistent user base favoring mobile interactions.

• Ad Spend & Channels: PayPal's monthly ad spend was minimal until December, when it invested approximately $160 across Facebook and Instagram, generating around 34K impressions.

Afterpay

Afterpay's presence spans its website afterpay.com and the Afterpay: Pay over time app.

• Audience Trends: Afterpay.com saw significant growth in visits, exceeding 8.5M in December. The monthly deduplicated audience remained robust above 2.7M, with strong web and app user engagement.

• App Engagement: The app maintained a steady monthly active user base, peaking at around 870K in November.

• Ad Spend & Channels: Afterpay led in advertising, with monthly ad spend reaching over $570K in December, primarily on TikTok and Instagram, generating significant impressions across platforms.

Square Point of Sale

Square's digital footprint includes square.online and squareup.com, along with the Square Point of Sale (POS) app.

• Audience Trends: Visits to square.online and squareup.com showed varied trends, with squareup.com peaking at over 5M visits in December. The monthly deduplicated audience consistently grew, surpassing 1.1M in December.

• App Engagement: The app experienced slight fluctuations in monthly active users, stabilizing around 40K by December.

• Ad Spend & Channels: Square's monthly ad spend increased to approximately $65K in December, mainly on Facebook and Instagram, achieving over 13M impressions.

Conclusion

In Q4 2024, PayPal, Afterpay, and Square Point of Sale demonstrated strong digital presences in Australia's financial services sector. Sensor Tower's unparalleled insights provide a comprehensive view of these brands' cross-platform strategies, highlighting their ability to engage users across web and mobile platforms. For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.