Leading Brands in the US Law & Government Category: Q4 2024 Overview

In the ever-evolving landscape of the Law & Government sector, certain brands have distinguished themselves with significant digital footprints. This article delves into the performance and trends of three leading brands: the United States Postal Service (USPS), United States Internal Revenue Service (IRS), and Epic Systems Corporation. Utilizing comprehensive data from Sensor Tower, we explore their audience engagement across websites and apps, advertising strategies, and overall digital presence.

United States Postal Service (USPS)

USPS's digital presence is robust, featuring usps.com and the USPS Mobile® app.

• Audience Trends: From Q3 to Q4 2024, usps.com showed a notable increase in visits, peaking in December at over 330M visits. This surge came after a decline in October and November. The monthly deduplicated audience rose above 41M in December, indicating a strong end-of-year performance.

• App Engagement: The USPS Mobile® app's monthly active users increased steadily, surpassing 1M by December. This growth reflects a consistent interest in mobile access to USPS services.

• Ad Spend & Channels: USPS's monthly advertising expenditure saw fluctuations, with a significant spike in November, reaching over $4M. The majority of impressions came from Facebook and OTT channels, emphasizing a strategic focus on these platforms.

United States Internal Revenue Service (IRS)

The IRS maintains a strong digital presence through irs.gov and the IRS2Go app.

• Audience Trends: Irs.gov saw a steady increase in unique visits, culminating in December with over 35M unique visitors. The monthly deduplicated audience also rose, reaching approximately 35M.

• App Engagement: The IRS2Go app experienced a gradual decline in monthly active users, ending December with around 2.2M users. Despite this, the app remains a key component of IRS's mobile strategy.

• Ad Spend & Channels: The IRS's advertising efforts were modest, with December monthly ad spend slightly above $45K. LinkedIn was the primary channel, delivering the bulk of impressions.

Epic Systems Corporation

Epic Systems Corporation's digital footprint is characterized by epic.com and the MyChart app.

• Audience Trends: Epic.com experienced a significant increase in visits in Q4, peaking at nearly 100M in December. The monthly deduplicated audience remained stable, hovering around 21M.

• App Engagement: The MyChart app maintained a consistent monthly active user base, with users slightly exceeding 4.5M throughout the quarter, highlighting its essential role in healthcare management.

• Ad Spend & Channels: Epic's advertising spend was minimal, with only a slight uptick in December via Facebook, indicating a cautious approach to digital advertising.

Conclusion

The Q4 2024 analysis of leading brands in the Law & Government category reveals diverse strategies and performances. USPS showed significant growth in both web and app engagement. The IRS maintained a stable web audience but faced challenges in app engagement. Epic Systems Corporation saw impressive website traffic, with a steady app user base. Sensor Tower's comprehensive data, integrating web, app, and advertising insights, provides unparalleled visibility into these trends, enabling brands to refine strategies and maximize digital impact.

For detailed insights into cross-platform user behavior, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights.