Leading Brands in Australia's Law & Government Category: Q3 2023 Analysis

Introduction

In Q3 2023, Australia's Law & Government category witnessed notable digital engagement across various platforms. This article highlights the performance of three leading brands: the NSW Government, the Bureau of Meteorology, and the Victorian Government. Our analysis is powered by Sensor Tower's comprehensive data, which provides crucial insights into cross-platform user behavior through Web Insights, App Performance Insights, and Pathmatics.

NSW Government (State of New South Wales)

Digital Presence

The NSW Government maintains a robust digital presence with its website, nsw.gov.au, and the Live Traffic NSW app.

• Audience Trends: The website consistently saw visits exceeding 90M monthly, with unique visits steadily increasing from around 4.5M in July to over 4.7M by September. The monthly true audience remained stable above 4.2M throughout Q3.

• App Engagement: The Live Traffic NSW app showed a gradual rise in monthly active users, starting at 42K in July and reaching nearly 44K by September, reflecting a growing interest in mobile solutions.

• Ad Spend & Channels: July marked the highest monthly ad spend, surpassing $440K, with Facebook and Instagram as dominant channels. Impressions peaked at nearly 98M in July before declining to about 45M by September.

Bureau of Meteorology

Digital Presence

The Bureau of Meteorology operates the highly visited bom.gov.au website and the BOM Weather app.

• Audience Trends: The website's unique visits increased from 1.6M in July to nearly 2M by September, with monthly true audience figures rising from 4.5M to almost 5M.

• App Engagement: The BOM Weather app experienced a significant increase in monthly active users, starting at 3.2M in July and growing to over 3.3M by September.

• Ad Spend & Channels: Minimal monthly ad spend was observed, with Instagram being the primary channel, maintaining impressions around 60K to 66K monthly.

Victorian Government

Digital Presence

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

• Audience Trends: The website attracted visits ranging from 33M to 41M monthly, with monthly true audience figures hovering around 2M.

• App Engagement: The Public Transport Victoria app saw a decline in monthly active users, from 1M in July to about 900K by September, indicating a shift in user engagement.

• Ad Spend & Channels: Monthly ad spend increased from $278K in July to over $350K in September, with Facebook and Instagram as key channels, delivering impressions between 62M and 76M.

Conclusion

The NSW Government, Bureau of Meteorology, and Victorian Government have demonstrated distinct digital engagement strategies in Q3 2023. Sensor Tower's unparalleled data capabilities provide valuable insights into these cross-platform trends, enabling a deeper understanding of user behavior across websites and apps. As governments continue to refine their digital strategies, these insights will be crucial in shaping future engagement efforts. Sensor Tower's comprehensive analytics offer unique advantages for decision-makers, ensuring informed strategies and impactful outcomes.