Leading Brands in US Software Category: Q4 2024 Analysis

Introduction

As we delve into the software landscape of Q4 2024, Sensor Tower's comprehensive data provides valuable insights into the performance of leading brands. This analysis examines the trends and audience dynamics of Google Search, Microsoft 365, and Gmail, highlighting their digital presence across websites and apps. Sensor Tower's unique cross-platform insights are critical for understanding user behavior in this competitive category.

Google Search

Google Search maintains its dominance with both its website, google.com, and the Google app.

• Audience Trends: From Q3 to Q4 2024, the monthly deduplicated audience remained stable, consistently above 300M. Notably, web visitors outnumbered app-only users, indicating a strong web presence.

• App Engagement: The app sustained stable monthly active users, hovering around 90M, showcasing consistent engagement.

• Ad Spend & Channels: A significant spike in monthly ad spend occurred in September, with over $14M spent primarily on Facebook and TikTok, delivering billions of impressions.

Microsoft 365 (Office 365)

Microsoft 365's extensive suite includes websites such as forms.office.com, microsoft365.com, and office.com, along with apps like Microsoft Word and Microsoft Teams.

• Audience Trends: Office.com led with high visit numbers, exceeding 1B monthly, while app usage showed growth, particularly in Microsoft Word and Teams, with monthly active users nearing 13M.

• App Engagement: Microsoft OneDrive and Outlook apps also saw steady monthly active users, around 6M and 36M respectively.

• Ad Spend & Channels: A notable increase in monthly ad spend was observed in December, reaching over $6M, with significant impressions on LinkedIn and Instagram.

Gmail

Gmail's digital presence is robust, featuring its website, mail.google.com, and the Gmail app.

• Audience Trends: The monthly deduplicated audience remained stable, exceeding 260M each month. The web audience was particularly strong, with visits averaging around 100M.

• App Engagement: The app saw a steady increase in monthly active users, nearing 140M, highlighting its critical role in user engagement.

• Ad Spend & Channels: Notably, Gmail did not invest in advertising during this period, focusing on organic growth and engagement.

Conclusion

In Q4 2024, Google Search, Microsoft 365, and Gmail showcased robust digital presences with consistent audience engagement across platforms. Sensor Tower's unparalleled data offerings provide critical insights into these trends, emphasizing the importance of cross-referencing web and app data. As software brands continue to evolve, understanding these dynamics is essential for strategic decision-making. Sensor Tower's insights offer a unique advantage for decision-makers by providing a comprehensive view of the digital landscape, empowering informed business strategies.

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