Leading Brands in the UK Business & Productivity Software Category: Q1 2025 Review

Introduction

In the dynamic landscape of business and productivity software, Q1 2025 has seen significant activity from leading brands in the United Kingdom. With data spanning from Q4 2024 to Q1 2025, this article delves into the performance and trends of Microsoft 365, Gmail, and Google Workspace. Thanks to Sensor Tower’s comprehensive data offerings, we provide a unique perspective on these brands’ web and app engagement, as well as their advertising strategies.

Microsoft 365 (Office 365)

Microsoft 365 has maintained a robust presence across multiple platforms, including websites such as forms.office.com and microsoft365.com, and apps like Microsoft Word and Microsoft Teams.

• Audience Trends: From Q4 2024 to Q1 2025, the monthly true audience for Microsoft 365’s platforms showed an upward trend, with March 2025 reaching over 15M users. Visits to office.com and forms.office.com also saw significant increases, exceeding 650M visits collectively in March.

• App Engagement: Monthly active users for Microsoft Word and Microsoft Teams apps experienced growth, with Microsoft Word surpassing 7.5M users in March 2025.

• Ad Spend & Channels: Microsoft 365’s monthly advertising spend saw a notable increase in March 2025, with over $172K spent, primarily on LinkedIn, delivering significant impressions.

Gmail

Gmail's presence is predominantly through its website, mail.google.com, and the Gmail - Email by Google app.

• Audience Trends: Gmail consistently attracted a monthly true audience of over 44M, with web visits peaking at nearly 2.3B in March 2025.

• App Engagement: The Gmail app maintained stability with monthly active users hovering around 38M throughout the quarter.

• Ad Spend & Channels: Notably, Gmail did not allocate any monthly spend towards advertising in this period, focusing instead on organic growth.

Google Workspace (formerly G Suite)

Google Workspace has a strong digital footprint with platforms like calendar.google.com and docs.google.com, alongside apps such as Google Calendar and Google Docs.

• Audience Trends: The monthly true audience for Google Workspace platforms remained stable, with calendar.google.com and docs.google.com both seeing over 1B visits in March 2025.

• App Engagement: Google Calendar and Google Docs apps observed steady user engagement, with Google Calendar maintaining over 15M monthly active users.

• Ad Spend & Channels: Google Workspace saw a substantial monthly ad spend increase in March 2025, exceeding $1.5M. Facebook and Instagram were key channels, generating impressive impressions.

Conclusion

The first quarter of 2025 reveals important trends in the UK’s business and productivity software sector. Microsoft 365, Gmail, and Google Workspace have demonstrated strong engagement across their digital properties. Sensor Tower’s unparalleled web and app data insights, along with advertising analytics from Pathmatics, provide a comprehensive understanding of these industry leaders’ market strategies, underscoring the critical role of cross-platform analysis in understanding user behavior.

By leveraging Sensor Tower’s consolidated data, decision-makers gain unique advantages in strategizing for future growth and engagement, ensuring they remain at the forefront of the competitive landscape.