Leading Brands in Australia’s Law & Government Sector: Q4 2024 Analysis

Introduction

In Q4 2024, Australia’s Law & Government category witnessed significant digital engagement, with key players like the Bureau of Meteorology, NSW Government, and Victorian Government leading the charge. Sensor Tower’s comprehensive analysis sheds light on these brands' performance, offering insights into cross-platform user behavior. By leveraging Sensor Tower’s Web Insights, Pathmatics, and App Performance Insights, we delve into key data trends across their websites and apps.

Bureau of Meteorology

The Bureau of Meteorology, known for its accurate weather forecasting, extends its reach through its website, bom.gov.au, and the BOM Weather app.

• Audience Trends: From Q3 to Q4 2024, bom.gov.au saw a notable increase in visits, peaking at over 16M in November. The unique visits rose to surpass 1.7M by year-end. The website consistently attracted a larger monthly deduplicated audience, reaching over 5.2M in December.

• App Engagement: The BOM Weather app experienced a steady rise in monthly active users, reaching approximately 1.6M by December, indicating enhanced mobile engagement.

• Ad Spend & Channels: The Bureau's monthly advertising efforts were minimal, with a brief spike in Instagram ad spend during September and October, resulting in limited impressions.

NSW Government (State of New South Wales)

The NSW Government, recognized for its comprehensive public services, has a digital footprint centered on nsw.gov.au and the Live Traffic NSW app.

• Audience Trends: The website experienced fluctuations in visits, peaking in October with over 128M visits. Unique visits remained robust, hovering around 4M monthly throughout the quarter.

• App Engagement: The Live Traffic NSW app maintained a stable monthly active user base, slightly increasing to over 13K by December.

• Ad Spend & Channels: The NSW Government's monthly ad spend exceeded $300K in December, primarily across Facebook and Instagram, leading to substantial impressions.

Victorian Government

The Victorian Government, known for its innovative public services, highlights its online presence with vic.gov.au and the Public Transport Victoria app.

• Audience Trends: The website peaked in visits in October, reaching nearly 50M, with monthly unique visits consistently above 1.9M.

• App Engagement: The Public Transport Victoria app maintained a stable monthly active user base, reaching over 200K by December, indicating consistent usage.

• Ad Spend & Channels: The Victorian Government increased its monthly ad spend to over $500K in December, with Facebook and Instagram being the primary channels, resulting in high impressions.

Conclusion

The Bureau of Meteorology, NSW Government, and Victorian Government have demonstrated robust digital engagement across their platforms in Q4 2024. Sensor Tower’s unparalleled data insights reveal audience trends and behaviors across web and app environments, offering critical insights for stakeholders in the Law & Government sector. Utilizing Sensor Tower’s comprehensive Web Insights, Pathmatics, and App Performance Insights, brands can strategically enhance their digital presence and audience reach.