Leading Brands in Canada's Jobs & Education Sector: Q4 2024 Overview

In the dynamic landscape of Canada's Jobs & Education category, three brands have emerged as frontrunners in Q4 2024—Indeed, Duolingo, and Glassdoor. This article delves into their performance trends, leveraging comprehensive data from Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics offerings.

Indeed: A Consistent Performer in Job Search

Indeed's digital presence is robust, with its website, indeed.com, and the Indeed Job Search app.

• Audience Trends: From Q3 to Q4 2024, indeed.com experienced a steady decline in visits, starting at over 137M in July and dropping to approximately 91M by December. The monthly true audience consistently remained above 5.7M throughout Q4, with a noticeable shift towards app usage.

• App Engagement: The Indeed Job Search app demonstrated resilience with monthly active users peaking at around 2.2M in September, maintaining a stable presence above 2.1M through December.

• Ad Spend & Channels: Indeed's advertising strategy saw fluctuations, with a notable spike in September at approximately $157K in monthly ad spend. Facebook and Instagram were dominant channels, delivering significant monthly impressions.

Duolingo: Language Learning on the Rise

Duolingo's platforms include duolingo.com and the Duolingo - Language Lessons app.

• Audience Trends: The website witnessed an uptick, peaking at over 13M visits in September before stabilizing around 9.6M by December. The monthly true audience consistently exceeded 2.7M throughout Q4, with a strong preference for the app.

• App Engagement: Duolingo's app showed robust growth, with monthly active users exceeding 2.8M in December, indicating a growing mobile user base.

• Ad Spend & Channels: Monthly ad spend peaked at over $92K in September, primarily targeting YouTube, which accounted for the majority of impressions.

Glassdoor: Navigating the Job Market

Glassdoor's offerings include glassdoor.com and the Glassdoor | Jobs & Community app.

• Audience Trends: The website's visits remained stable, fluctuating around 8.8M in October and dropping to 8.2M by December. The monthly true audience hovered below 1M, with the web platform dominating.

• App Engagement: The app's monthly active users varied, peaking at approximately 179K in October, before settling around 145K in December.

• Ad Spend & Channels: Glassdoor maintained a consistent monthly ad spend, with a peak in October at around $173K. Instagram and Facebook were key channels, delivering high monthly impressions.

Conclusion

Sensor Tower's extensive data reveals the nuanced dynamics within Canada's Jobs & Education sector. Indeed, Duolingo, and Glassdoor each demonstrated unique strengths across web and app platforms, with varying advertising strategies. Sensor Tower continues to be the unrivaled source for cross-platform insights, empowering brands to understand and engage their audiences effectively.

For more insights, explore our Web Insights, App Performance Insights, and Pathmatics offerings.