Leading Brands in the UK's Business & Productivity Software Category in Q2 2024

Introduction

In the competitive landscape of business and productivity software, a select few brands have distinguished themselves as leaders in the United Kingdom. This article examines the performance and trends of three prominent brands: Microsoft 365 (Office 365), Gmail, and Google Workspace, from Q1 to Q2 2024. By leveraging Sensor Tower’s comprehensive data, we uncover insights into their monthly true audience across websites and apps, providing a deeper understanding of user behavior.

Microsoft 365 (Office 365)

Microsoft 365's digital presence is robust, featuring multiple websites such as forms.office.com, microsoft365.com, and office.com, alongside apps like Microsoft Word and Microsoft Teams.

• Audience Trends:

  • forms.office.com experienced steady monthly visits, with a slight dip in April but rebounding in May with over 80M visits.

  • microsoft365.com saw a gradual decline in monthly visits, finishing June with approximately 5M visits.

  • office.com remained stable, peaking in May at over 490M monthly visits.

• App Engagement:

  • Microsoft Word had around 6.2M monthly active users in January, slightly decreasing by June.

  • Microsoft Office maintained consistency, with monthly active users hovering around 7.1M in June.

• Ad Spend & Channels:

  • Monthly ad spend peaked in March at over $35K, with significant impressions via Facebook and LinkedIn.

Gmail

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

• Audience Trends:

  • mail.google.com consistently attracted over 2B monthly visits, with a slight dip in March.

  • The monthly true audience remained robust, with over 43M individuals accessing the service consistently.

• App Engagement:

  • Monthly active users for the Gmail app remained stable, exceeding 36M throughout the quarter.

• Ad Spend & Channels:

  • Minimal monthly ad spend, with a notable increase in April on Facebook, resulting in 188K impressions.

Google Workspace (formerly G Suite)

Google Workspace offers a diverse range of services including calendar.google.com, docs.google.com, and meet.google.com, complemented by apps like Google Calendar and Google Docs.

• Audience Trends:

  • calendar.google.com maintained stable monthly visits, with 215M visits in June.

  • docs.google.com peaked in April with over 900M monthly visits, followed by a decline.

• App Engagement:

  • Google Calendar remained popular, with monthly active users rising to over 14.4M in June.

  • Google Docs saw a gradual increase, reaching over 5.8M monthly active users by June.

• Ad Spend & Channels:

  • Monthly ad spend was highest in June at over $18K, primarily through desktop video, yielding significant impressions.

Conclusion

The UK’s business and productivity software category showcases strong performance from leading brands like Microsoft 365, Gmail, and Google Workspace. Sensor Tower’s unparalleled data insights, including Web Insights, Pathmatics, and App Performance Insights, provide a comprehensive view of cross-platform user behavior, highlighting the dynamic digital landscape in which these brands operate.

For more detailed insights, explore Sensor Tower’s offerings:

• Web Insights

• Pathmatics

• App Performance Insights