Leading Law & Government Brands in Australia: Q1 2025 Analysis

In the first quarter of 2025, three key players emerged in the Law & Government category in Australia, showcasing impressive digital engagement across their websites and apps. The NSW Government, Victorian Government, and the Department of Home Affairs have each demonstrated unique trends and insights. This article delves into their performance, highlighting the data trends from Q4 2024 to Q1 2025.

NSW Government (State of New South Wales)

The digital presence of the NSW Government is notably robust, featuring its website, nsw.gov.au, and the Live Traffic NSW app.

• Audience Trends: Throughout the quarter, the website maintained a stable monthly deduplicated audience consistently above 3.5M. The web-only visitors significantly outnumbered app users, indicating a strong preference for web-based interactions.

• App Engagement: The app experienced a notable increase in monthly active users, peaking at over 23K in March, suggesting a growing reliance on mobile traffic updates.

• Ad Spend & Channels: Monthly ad spending fluctuated, with a decrease in February followed by a rise to approximately $265K in March. Facebook dominated the ad channels, delivering the majority of impressions.

Victorian Government

The Victorian Government's digital strategy includes its website, vic.gov.au, and the Public Transport Victoria app.

• Audience Trends: The website saw a consistent increase in monthly unique visits, rising to nearly 2.5M by March. The balance between web and app engagement was more even compared to NSW, reflecting diverse user preferences.

• App Engagement: The app maintained a strong monthly active user base, with active users exceeding 215K by March, indicating stable engagement levels.

• Ad Spend & Channels: Advertising efforts were substantial, with monthly spending consistently above $400K. Instagram and Facebook were primary channels, delivering extensive reach.

Department of Home Affairs

The Department of Home Affairs leverages its website, homeaffairs.gov.au, and the Tourist Refund Scheme app.

• Audience Trends: The website's monthly unique visits remained around 700K, with a slight increase in March. The web-only audience dominated, suggesting a preference for desktop interactions.

• App Engagement: The app saw stable monthly usage, with active users hovering around 54K throughout the quarter.

• Ad Spend & Channels: Minimal monthly ad spending was recorded, with a focus on Facebook during February, achieving modest impressions.

Conclusion

The NSW Government, Victorian Government, and Department of Home Affairs have each demonstrated distinct digital engagement strategies. Sensor Tower's comprehensive data insights, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled visibility into these trends. By cross-referencing web, app, and advertising data, Sensor Tower offers critical insights into user behavior across platforms, reinforcing its status as a leader in digital performance analytics.

For decision-makers, these insights offer a strategic advantage, enabling informed decisions that drive growth and engagement in the digital landscape. Explore Sensor Tower's suite of products to harness these insights for your organization.