Leading Telecom Brands in Australia: Q1 2025 Insights

Introduction

In the dynamic landscape of the Australian telecom industry, Q1 2025 showcased significant trends and shifts among the leading brands. This article delves into the performance of Vodafone, amaysim Australia Pty Ltd, and Belong, leveraging comprehensive data from Sensor Tower. Our analysis covers the period from Q4 2024 to Q1 2025, offering insights into monthly audience trends, app engagement, and advertising strategies.

Vodafone

Vodafone is a prominent global telecom provider, known for its extensive network services across Australia. Its digital presence is robust, with its website vodafone.com and the Vi: Recharge, Payments & Games app.

• Audience Trends: From Q4 2024 to Q1 2025, vodafone.com experienced fluctuations in visits, peaking in January with over 6.6M visits. The monthly true audience remained stable above 900K throughout the quarter, with a notable increase in app-only visitors in March.

• App Engagement: The Vi app saw a steady rise in monthly active users, reaching approximately 446K by March, indicating growing mobile engagement.

• Ad Spend & Channels: Vodafone's monthly advertising spend peaked in February at over $1M, with significant impressions across Facebook and Instagram. This strategic focus on social media channels delivered substantial audience reach.

amaysim Australia Pty Ltd

amaysim is known for its flexible mobile plans and strong digital footprint, marked by its website amaysim.com.au and the amaysim app.

• Audience Trends: The website saw a surge in visits in November 2024, reaching nearly 1.9M. Monthly true audience numbers climbed steadily, surpassing 530K in March 2025, driven by a significant increase in app-only visitors.

• App Engagement: The amaysim app's monthly active users peaked in March at around 398K, reflecting a strong preference for mobile interactions.

• Ad Spend & Channels: Monthly ad spend was highest in November 2024 at approximately $480K, with Instagram and Facebook as primary channels, achieving extensive impressions.

Belong

Belong, a subsidiary of Telstra, is recognized for its affordable plans and environmental initiatives. Its online presence is anchored by its website belong.com.au and the Belong app.

• Audience Trends: Website visits peaked in December 2024 at over 2M. The monthly true audience showed a marked decline by March 2025 to approximately 159K, with a decrease in web-only visitors.

• App Engagement: The Belong app maintained moderate activity, with monthly active users slightly decreasing to around 96K by the end of Q1 2025.

• Ad Spend & Channels: Belong's monthly ad spend was relatively stable, with a peak in January 2025 at roughly $56K, primarily utilizing Facebook for reach.

Conclusion

The Q1 2025 data highlights distinct strategies and audience behaviors across Vodafone, amaysim, and Belong. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into the telecom sector's digital landscape. These insights are essential for understanding cross-platform user behavior and optimizing digital strategies.

For more detailed insights, explore Sensor Tower's offerings on Web Insights, App Performance Insights, and Pathmatics.