Leading Brands in Law & Government: Q1 2024 Insights

In the first quarter of 2024, the Law & Government category in the United States witnessed remarkable digital engagement across several leading brands. This article delves into the performance and trends of three prominent organizations: the United States Internal Revenue Service (IRS), the United States Postal Service (USPS), and Epic Systems Corporation. Utilizing Sensor Tower’s comprehensive data, we explore their audience trends, app engagement, and advertising strategies.

United States Internal Revenue Service

The IRS’s digital presence is anchored by its website, irs.gov, and the IRS2Go app.

• Audience Trends: From Q4 2023 to Q1 2024, irs.gov saw a substantial increase in visits, peaking at over 739M in March 2024. Unique visits also surged, with March figures surpassing 68M. The monthly true audience maintained steady growth, remaining above 68M in March, indicating heightened web engagement.

• App Engagement: The IRS2Go app experienced a notable rise in monthly active users, reaching nearly 2M by March 2024. This suggests a growing preference for mobile access during the tax season.

• Ad Spend & Channels: The IRS’s monthly advertising spend decreased over the quarter, with a peak in January at approximately $90K. LinkedIn dominated the ad channels, contributing the majority of impressions, while TikTok’s presence was minimal.

United States Postal Service (USPS)

USPS’s digital ecosystem includes usps.com and the USPS Mobile® app.

• Audience Trends: USPS.com maintained robust traffic, with visits exceeding 218M in March 2024. The monthly true audience showed stability, hovering around 29M throughout Q1 2024, underscoring consistent web engagement.

• App Engagement: The USPS Mobile® app had a slight decline in monthly active users, ending March with approximately 2.7M. Despite this, the app continues to serve a significant mobile audience.

• Ad Spend & Channels: USPS significantly increased its monthly ad spend, reaching over $5M in March 2024. Facebook and YouTube were the primary channels, delivering substantial impressions. OTT platforms also saw increased investment, expanding USPS’s reach.

Epic Systems Corporation

Epic Systems Corporation’s online presence is centered on epic.com and the MyChart app.

• Audience Trends: Epic.com experienced fluctuating visits, peaking at over 48M in March 2024. The monthly true audience remained consistent, with figures around 19M, highlighting stable web interaction.

• App Engagement: MyChart maintained a steady monthly active user base, with active users hovering around 17.6M by March 2024. This consistency indicates sustained user reliance on the app for healthcare management.

• Ad Spend & Channels: Epic Systems’ monthly ad spend was minimal, focusing exclusively on Facebook with modest impressions, suggesting a targeted advertising approach.

Conclusion

The Law & Government category in Q1 2024 demonstrated significant digital interaction, with each brand showcasing unique engagement patterns across web and mobile platforms. Sensor Tower’s unparalleled data insights provide a comprehensive understanding of cross-platform user behavior, crucial for strategic decision-making. For more detailed insights, explore Sensor Tower’s offerings, including Web Insights, Pathmatics, and App Performance Insights.