Leading Brands in the U.S. Law & Government Category: Q2 2024 Review

In the ever-evolving landscape of digital engagement, few sectors have seen as dynamic a transformation as the Law & Government category. In Q2 2024, several brands emerged as leaders, showcasing impressive audience numbers across their websites and applications. This article provides an in-depth look at the performance of the United States Internal Revenue Service, United States Postal Service, and Epic Systems Corporation, highlighting trends from Q1 to Q2 2024.

United States Internal Revenue Service

The IRS remains a pivotal player in the Law & Government category, leveraging both web and app platforms to reach its audience.

• Website Performance: The IRS website, irs.gov, saw a peak in visits during March and April, reaching over 810M visits. Post-April, there was a noticeable decline, stabilizing at around 250M visits by June.

• Audience Trends: The monthly true audience remained robust, peaking at over 73M in February before settling around 34M in June. The majority of users accessed the site via web, with app-only visitors remaining under 2M.

• App Engagement: The IRS2Go app showed fluctuating monthly active users, peaking at 2.1M in February before declining to approximately 850K by June.

• Ad Spend & Channels: Monthly advertising spend was concentrated on LinkedIn, with a spend of over $60K in June, generating close to 8M impressions. Other channels like Facebook and Instagram saw minimal spend.

United States Postal Service (USPS)

The USPS continues to be a vital service, with a strong digital presence through its website and mobile app.

• Website Performance: usps.com maintained steady traffic, with visits fluctuating between 190M and 235M from January to June.

• Audience Trends: The monthly true audience consistently hovered around 32M, with a notable increase in app-only visitors in June, reaching over 2.4M.

• App Engagement: The USPS Mobile® app saw a steady rise in monthly active users, peaking at over 3.1M by June.

• Ad Spend & Channels: USPS's advertising efforts were significant, with monthly spending peaking at over $5M in March, primarily through Facebook and YouTube, delivering millions of impressions.

Epic Systems Corporation

Epic Systems Corporation, known for its healthcare software, maintains a significant digital footprint.

• Website Performance: epic.com demonstrated stable web traffic, with visits maintaining around 50M through the quarter.

• Audience Trends: The monthly true audience remained stable, with numbers around 20M. The web-only visitors were consistently lower than app-only users.

• App Engagement: The MyChart app had a solid monthly active user base, with users exceeding 18M by June.

• Ad Spend & Channels: Monthly advertising spend was minimal, focused solely on Facebook with modest impressions.

Conclusion

The Law & Government category in Q2 2024 highlights the importance of cross-platform engagement. Brands like the IRS, USPS, and Epic Systems have effectively utilized web and app platforms to maintain robust monthly audience numbers. Sensor Tower's comprehensive data, including Web Insights, Pathmatics, and App Performance Insights, provides unparalleled insights into these trends, allowing for a nuanced understanding of cross-platform user behavior. This data empowers decision-makers with actionable intelligence to strategize effectively in an increasingly digital world.