Leading Brands in the U.S. Law & Government Category: Q4 2023 Analysis

Introduction

In the rapidly evolving digital landscape, the Law & Government category in the United States boasts some of the most engaged monthly audiences across websites and apps. Q4 2023 saw significant activity from key players such as the United States Postal Service (USPS), the United States Internal Revenue Service (IRS), and Epic Systems Corporation. Utilizing Sensor Tower's comprehensive data insights, we explore the trends and performance of these leading brands.

United States Postal Service (USPS)

The USPS maintains a robust digital presence with its website, usps.com, and the USPS Mobile® app.

• Audience Trends: In Q4 2023, usps.com experienced a notable increase in monthly visits, peaking at over 297M in December. Unique monthly visits hovered around 37M, with an average of 8 visits per unique visitor.

• True Audience: The monthly true audience saw a significant rise, surpassing 39M by December, driven by a balanced mix of web and app visitors, with the web-only audience dominating.

• App Engagement: The USPS Mobile® app saw fluctuating monthly active users, peaking in December at over 3.5M, indicating strong mobile engagement.

• Ad Spend & Channels: USPS's monthly advertising spend was dynamic, peaking in December at around $2.3M. Facebook and YouTube were the primary channels, delivering substantial impressions throughout the quarter.

United States Internal Revenue Service (IRS)

The IRS's digital efforts are primarily centered around its website, irs.gov, and the IRS2Go app.

• Audience Trends: Irs.gov maintained a stable presence, with monthly visits reaching over 207M in October. Unique monthly visits remained consistent around 23M.

• True Audience: The monthly true audience was steady, averaging around 23M, with the web-only audience being the largest segment.

• App Engagement: The IRS2Go app saw a decline in monthly active users, ending December with over 550K users.

• Ad Spend & Channels: IRS's monthly ad spend was conservative, peaking at around $80K in October, with LinkedIn being the dominant platform for impressions.

Epic Systems Corporation

Epic Systems Corporation's digital footprint includes epic.com and the MyChart app.

• Audience Trends: Epic.com experienced varying traffic, with monthly visits peaking at over 44M in October. The unique monthly visitor count remained stable around 1.4M.

• True Audience: The monthly true audience was robust, consistently above 17M, with app-only visitors forming the largest group.

• App Engagement: MyChart demonstrated strong engagement, maintaining over 16M monthly active users throughout the quarter.

• Ad Spend & Channels: Epic's monthly ad spend was minimal, focusing primarily on Facebook, with limited impressions.

Conclusion

The digital landscape for Law & Government in the U.S. is characterized by significant monthly engagement across multiple platforms. USPS, IRS, and Epic Systems have demonstrated strong digital strategies, leveraging both web and app channels to maintain and grow their audience. Sensor Tower's unique cross-platform data insights provide unparalleled understanding of these trends, essential for navigating the complex digital ecosystem.

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