Leading Software Brands in the UK: Q2 2024 Analysis

Introduction

In the rapidly evolving software landscape of the United Kingdom, certain brands continue to dominate the market with substantial monthly true audience numbers across their websites and applications. In Q2 2024, Google Search, Microsoft 365 (Office 365), and Gmail have emerged as leading brands in the software category. Leveraging Sensor Tower’s unique cross-referencing of web, app, and advertising data, we delve into the performance and trends of these brands from Q1 to Q2 2024.

Google Search

Google Search, accessible via google.com and the Google app, maintained a strong digital presence in the UK.

• Audience Trends: The monthly true audience for Google Search remained stable above 46M throughout the quarter. The web platform consistently attracted more users than the app, with monthly visitors exceeding 7B.

• App Engagement: The Google app saw a slight increase in monthly active users, reaching over 41M by June.

• Ad Spend & Channels: Google Search’s monthly ad spend peaked in May at over $5M, primarily through TikTok, delivering significant impressions.

Microsoft 365 (Office 365)

Microsoft 365, with its suite of applications and websites such as forms.office.com and Microsoft Word, showed robust performance.

• Audience Trends: The monthly true audience remained above 23M, with office.com being a major contributor with over 400M visits monthly.

• App Engagement: Microsoft Word and Office apps maintained stable monthly active user numbers, with Microsoft Word exceeding 6M users.

• Ad Spend & Channels: Microsoft 365’s monthly ad spend was notable, with a peak of over $35K in March, mainly through Facebook and LinkedIn.

Gmail

Gmail, available via mail.google.com and the Gmail app, continued to be a key player in the email service market.

• Audience Trends: The monthly true audience remained consistently above 43M, with web visits exceeding 2B monthly.

• App Engagement: The Gmail app maintained a stable monthly user base with over 36M active users in June.

• Ad Spend & Channels: Gmail’s advertising efforts were minimal, with a brief spike in April on Facebook.

Conclusion

The software market in the UK remains dynamic, with Google Search, Microsoft 365, and Gmail leading the charge. Sensor Tower’s comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into user behavior across platforms, crucial for understanding these trends.

For a deeper dive into these insights, explore Sensor Tower’s suite of analytical tools, designed to offer a holistic view of the digital landscape. This data empowers decision-makers to strategically navigate the market, capitalizing on emerging opportunities and trends.