In the third quarter of 2024, the United Kingdom's software landscape was marked by significant digital engagement from leading brands such as Microsoft 365, Google Search, and Google Workspace. This analysis delves into their performance metrics, including audience trends, app engagement, and advertising strategies, utilizing data from Sensor Tower's comprehensive offerings.
Microsoft 365's digital ecosystem encompasses various platforms, notably forms.office.com, microsoft365.com, and the Microsoft Word application.
Audience Trends: Between Q2 and Q3 2024, forms.office.com experienced a substantial uptick in unique visits, culminating in over 9.2 million in September. The monthly deduplicated audience across all platforms remained robust, surpassing 13 million by the end of the quarter.
App Engagement: The Microsoft Word app maintained a consistent user base, with monthly active users (MAUs) averaging around 900,000 throughout the quarter.
Advertising Spend and Channels: September witnessed a surge in Microsoft 365's advertising expenditure, nearing $200,000. The primary channel for these campaigns was LinkedIn, which effectively delivered significant impressions.
Audience Trends: Google.com consistently attracted a vast audience, with unique visits exceeding 48 million monthly. The monthly deduplicated audience remained stable at approximately 47 million.
App Engagement: The Google app demonstrated strong user retention, with MAUs consistently above 18 million throughout the quarter.
Advertising Spend and Channels: Google Search's advertising spend was minimal during this period, with a slight increase in September. The focus was primarily on Facebook to enhance impressions.
Audience Trends: Calendar.google.com saw significant growth, with visits reaching over 262 million in September. The monthly deduplicated audience climbed to nearly 17 million.
App Engagement: The Google Calendar app experienced a steady increase in user numbers, with MAUs rising to over 6.6 million by the end of Q3.
Advertising Spend and Channels: Google Workspace's advertising efforts were modest, with a notable emphasis on desktop video channels, especially in June.
Source: Sensor Tower Leading Software Brands in GB: Q3 2024 Analysis
Microsoft 365 (Office 365)
Microsoft 365's digital ecosystem encompasses various platforms, notably forms.office.com, microsoft365.com, and the Microsoft Word application.Audience Trends: Between Q2 and Q3 2024, forms.office.com experienced a substantial uptick in unique visits, culminating in over 9.2 million in September. The monthly deduplicated audience across all platforms remained robust, surpassing 13 million by the end of the quarter.
App Engagement: The Microsoft Word app maintained a consistent user base, with monthly active users (MAUs) averaging around 900,000 throughout the quarter.
Advertising Spend and Channels: September witnessed a surge in Microsoft 365's advertising expenditure, nearing $200,000. The primary channel for these campaigns was LinkedIn, which effectively delivered significant impressions.
Google Search
Google Search continues to dominate the digital search arena through its web domain, google.com, and the Google app.Audience Trends: Google.com consistently attracted a vast audience, with unique visits exceeding 48 million monthly. The monthly deduplicated audience remained stable at approximately 47 million.
App Engagement: The Google app demonstrated strong user retention, with MAUs consistently above 18 million throughout the quarter.
Advertising Spend and Channels: Google Search's advertising spend was minimal during this period, with a slight increase in September. The focus was primarily on Facebook to enhance impressions.
Google Workspace (formerly G Suite)
Google Workspace, encompassing tools like Google Calendar, exhibited robust engagement metrics.Audience Trends: Calendar.google.com saw significant growth, with visits reaching over 262 million in September. The monthly deduplicated audience climbed to nearly 17 million.
App Engagement: The Google Calendar app experienced a steady increase in user numbers, with MAUs rising to over 6.6 million by the end of Q3.
Advertising Spend and Channels: Google Workspace's advertising efforts were modest, with a notable emphasis on desktop video channels, especially in June.
Comparative Analysis
The data underscores the varying strategies and user engagement levels among these software giants:- Audience Reach: Google Search leads with the highest unique visits, indicating its entrenched position in the search market.
- App Engagement: While Google Search boasts a higher MAU count, Microsoft 365's consistent app engagement highlights its essential role in productivity.
- Advertising Strategies: Microsoft 365's significant investment in LinkedIn advertising suggests a targeted approach to professional users, whereas Google Search's minimal ad spend reflects its organic dominance.
Broader Market Context
Beyond these three brands, the UK software market in Q3 2024 showcased diverse trends:- Tools Apps: Applications like NordVPN and AVG AntiVirus & Security experienced notable revenue and user growth, indicating a rising demand for security and privacy tools.
- Business Apps: Microsoft Teams and Zoom Workplace saw significant increases in downloads and active users, reflecting the sustained importance of remote collaboration tools.
- Entertainment Apps: Platforms such as TikTok and Disney+ maintained strong user engagement and revenue, underscoring the robust demand for digital entertainment.
Conclusion
The third quarter of 2024 highlighted the dynamic nature of the UK's software market, with leading brands like Microsoft 365, Google Search, and Google Workspace demonstrating significant digital engagement. Their varied strategies in audience engagement, app utilization, and advertising reflect the multifaceted approaches required to maintain and grow user bases in a competitive landscape. Sensor Tower's data provides invaluable insights into these trends, emphasizing the importance of comprehensive digital strategies for sustained success.Source: Sensor Tower Leading Software Brands in GB: Q3 2024 Analysis
