Leading Telecom Brands in Australia: Q1 2025 Analysis

In the dynamic telecom landscape of Australia, Q1 2025 saw significant activity among top brands like Vodafone, amaysim Australia Pty Ltd, and Belong. Utilizing Sensor Tower's comprehensive data, we explore their performance, audience trends, and advertising strategies.

Vodafone

Vodafone's digital presence is anchored by its website, vodafone.com, and the Vi: Recharge, Payments & Games app.

• Audience Trends: From Q4 2024 to Q1 2025, Vodafone's website visits fluctuated, peaking in January 2025 at over 6M visits, before declining in March to under 4M. The monthly deduplicated audience consistently stayed above 900K, with web-only visitors outnumbering app-only visitors.

• App Engagement: The app maintained a stable monthly active user base, hovering around 270K throughout the period, with a slight increase in February.

• Ad Spend & Channels: Vodafone's monthly advertising expenditure peaked in February 2025 at over $1M, with significant impressions from Facebook and Instagram. Desktop video and mobile video channels saw minimal activity.

amaysim Australia Pty Ltd

amaysim operates through its website, amaysim.com.au, and the amaysim app.

• Audience Trends: The website experienced a notable increase in visits from November 2024, stabilizing in March 2025 with over 1.2M visits. The monthly deduplicated audience peaked in March at over 530K, with a balanced distribution between web and app visitors.

• App Engagement: App engagement rose steadily, reaching over 300K monthly active users by March 2025.

• Ad Spend & Channels: Monthly ad spending decreased significantly by March, with Instagram and Facebook being the primary channels. The highest ad impressions were recorded in November 2024.

Belong

Belong's digital strategy includes the website, belong.com.au, and the Belong app.

• Audience Trends: Website visits showed a downward trend, falling from over 500K in October 2024 to about 250K in March 2025. The monthly deduplicated audience also decreased, with a noticeable decline in web-only visitors.

• App Engagement: The app's monthly active users remained relatively stable, slightly above 58K by March 2025.

• Ad Spend & Channels: Belong's monthly advertising expenditure was modest, peaking in January 2025. Facebook was the dominant channel, while TikTok and YouTube had limited contributions.

Conclusion

The analysis of Vodafone, amaysim, and Belong in Q1 2025 reveals diverse strategies and performance in Australia's telecom sector. Sensor Tower's unique insights into web, app, and advertising data provide a comprehensive view of these trends, demonstrating its unparalleled capability in cross-platform user behavior analysis. For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.