Leading Energy & Utilities Brands in the UK: A Q3 2023 Overview

In the ever-evolving landscape of the UK’s Energy & Utilities sector, certain brands have emerged as leaders, demonstrating significant digital presence through both websites and apps. In this article, we delve into the performance and trends of three prominent brands: Octopus Energy Group Limited, British Gas, and Electricite de France (EDF) from Q2 to Q3 2023. Thanks to Sensor Tower's comprehensive data, we can provide a detailed analysis of their cross-platform user behavior.

Octopus Energy Group Limited

Octopus Energy is known for its innovative approach to energy solutions and customer-centric services. Its digital strategy is robust, with a strong presence on both its website and the Octopus Energy app.

• Audience Trends: The website saw a notable increase in visits, peaking in July with over 35M visits. Unique visits remained stable, hovering around 3.2M to 3.8M. The monthly true audience consistently exceeded 4M throughout the quarter, with a mix of web-only and app-only users.

• App Engagement: The app's monthly active users grew steadily, reaching nearly 1.5M by September, indicating a growing preference for mobile engagement among users.

• Ad Spend & Channels: Monthly advertising spend saw a significant spike in June, exceeding $50K, primarily on Facebook and Instagram, which delivered millions of impressions. This strategic spend aligns with the increase in user engagement during that period.

British Gas

British Gas, a household name in the UK, maintains a strong digital footprint through its website and the British Gas app.

• Audience Trends: The website consistently attracted over 23M visits monthly, with a monthly true audience exceeding 3M. The stable number of visits per unique visitor suggests a loyal user base.

• App Engagement: The app fluctuated around 1.1M to 1.3M monthly active users, showing a slight decrease in summer months but stabilizing towards September.

• Ad Spend & Channels: British Gas significantly increased its monthly ad spend, peaking in August at over $1.2M. The majority of spending was focused on Facebook and Instagram, achieving hundreds of millions of impressions, which likely contributed to maintaining high website traffic.

Electricite de France (EDF)

EDF, a major player in the energy sector, has a well-established digital presence via its website and the EDF UK app.

• Audience Trends: The website visits showed a steady increase, with unique visits peaking in August at over 1.7M. The monthly true audience consistently surpassed 2M, indicating strong online engagement.

• App Engagement: The app’s monthly active users grew modestly, reaching over 500K by September, suggesting a stable user base with potential for growth.

• Ad Spend & Channels: EDF’s monthly ad spend was highest in May, over $90K, with significant activity on YouTube and Facebook. This approach helped maintain visibility and engagement across digital platforms.

Conclusion

The Energy & Utilities sector in the UK is marked by dynamic digital strategies from leading brands. Octopus Energy, British Gas, and EDF have effectively leveraged their online platforms and targeted advertising to engage with a broad audience. Sensor Tower's data provides unparalleled insights into these trends, offering a comprehensive view of cross-platform user behavior. For further insights, explore Sensor Tower’s Web Insights, Pathmatics, and App Performance Insights.