Leading Auto Brands in the U.S. in Q3 2023: A Sensor Tower Analysis

In Q3 2023, the auto industry in the United States showcased remarkable digital engagement across various platforms. This article delves into the performance of leading brands like Toyota, CarGurus LLC, and Carvana, analyzing their digital presence and audience trends based on data provided by Sensor Tower.

Toyota

Toyota's digital footprint remains strong, with its website, toyota.com, and the Toyota app leading the charge.

• Audience Trends: Over the quarter, toyota.com maintained a steady monthly visit count, peaking at approximately 62M in September. Unique monthly visits hovered around 9M, with a slight dip in August.

• App Engagement: The Toyota app experienced a gradual decline in monthly active users, from over 2.2M in July to just under 2M in September.

• Ad Spend & Channels: Toyota's monthly advertising expenditure was substantial, with a notable investment in OTT channels, reaching over $3.2M in September. Monthly impressions across all platforms neared 1.3B in July, showcasing a strong digital presence.

CarGurus LLC

CarGurus LLC, through its website cargurus.com and the CarGurus: Used & New Cars app, displayed consistent engagement.

• Audience Trends: Cargurus.com saw a surge in monthly visits in August, reaching over 91M, though it tapered off to about 73M in September. Unique monthly visits remained stable around 7M.

• App Engagement: The app's monthly active users were steady, peaking at around 1.6M in August.

• Ad Spend & Channels: With monthly ad spend climbing above $1.2M in August, CarGurus capitalized on OTT and social media channels, securing over 100M monthly impressions consistently.

Carvana

Carvana's digital strategy, centered on carvana.com and the Carvana: Buy/Sell Used Cars app, reflected dynamic trends.

• Audience Trends: Carvana.com experienced a notable drop from 104M monthly visits in July to about 49M in September. Unique monthly visits showed a similar downward trend.

• App Engagement: The app's monthly active users decreased steadily from over 870K in July to approximately 720K in September.

• Ad Spend & Channels: Carvana's monthly ad spend was significant, particularly in OTT channels, though it decreased by nearly half from July to September, aligning with a reduction in monthly impressions.

Conclusion

Sensor Tower's comprehensive data highlights the diverse strategies employed by top auto brands in the U.S. during Q3 2023. With a unique ability to cross-reference web, app, and advertising data, Sensor Tower provides unparalleled insights into digital user behavior. For more in-depth analysis, explore our Web Insights, Pathmatics, and App Performance Insights offerings.

Stay tuned to the Sensor Tower blog for more insights into the ever-evolving digital landscape.