Leading Telecom Brands in Australia: Q4 2024 Insights

Introduction

Australia's telecom sector witnessed dynamic shifts in Q4 2024, with leading brands like Vodafone, amaysim, and Belong making significant strides. Leveraging Sensor Tower's comprehensive data, we explore the trends and performances of these key players across web and app platforms, providing a unique cross-platform analysis.

Vodafone

Vodafone is a prominent player in the telecom industry, known for its extensive network services and customer-centric innovations. Its digital ecosystem includes its website, vodafone.com, and the app, Vi: Recharge, Payments & Games.

• Audience Trends: From Q3 to Q4 2024, Vodafone's website visits peaked in November with over 5.7M visits, showing a steady increase from October. Monthly true audience figures remained stable, exceeding 950K in December.

• App Engagement: The app maintained robust engagement, with monthly active users consistently above 380K by December, showcasing a slight dip from November's peak.

• Ad Spend & Channels: Vodafone's monthly advertising spend saw a decline, falling below $340K in December. Facebook and Instagram dominated their ad channels, with impressions on Facebook surpassing 27M in December.

amaysim Australia Pty Ltd

amaysim is a leading mobile service provider known for its flexible plans and customer-first approach. Its digital presence is marked by amaysim.com.au and the amaysim app.

• Audience Trends: amaysim's website saw a significant surge in November, reaching nearly 1.9M visits, while monthly true audience figures exceeded 460K in December.

• App Engagement: The app's monthly active users grew steadily, reaching over 330K by December, indicating a consistent upward trend.

• Ad Spend & Channels: Monthly advertising spend peaked in November at nearly $480K, primarily driven by Instagram, which garnered over 46M impressions.

Belong

Belong is recognized for its affordable plans and digital-first approach, making it a popular choice among value-conscious consumers. Its online footprint includes belong.com.au and the Belong app.

• Audience Trends: Belong's website traffic peaked in December with visits exceeding 2M, while monthly true audience figures showed a slight dip to around 175K.

• App Engagement: The app's monthly active user base saw a decrease, with numbers falling below 85K by December, following a peak in October.

• Ad Spend & Channels: Belong maintained a modest monthly ad spend, with Facebook leading in impressions, consistently delivering over 4.6M impressions in December.

Conclusion

The Q4 2024 analysis underscores the dynamic nature of Australia's telecom market, with Vodafone, amaysim, and Belong each leveraging different strategies across digital platforms. Sensor Tower's unparalleled data insights provide a comprehensive view of these trends, crucial for understanding cross-platform user behavior and strategic planning in the telecom sector. Decision-makers can harness these insights to drive innovation and growth, supported by Sensor Tower's robust analytics tools.