Leading Brands in CA's Home & Garden Shopping Category: Q4 2023 Overview

Introduction

In the dynamic world of Home & Garden Shopping, certain brands distinguish themselves through impressive digital presence and audience engagement. In Q4 2023, IKEA, The Home Depot, and Wayfair emerged as leaders in Canada, utilizing both web and app platforms to captivate their audience. Sensor Tower’s comprehensive data insights provide a unique perspective on their performance across websites, apps, and advertising channels.

IKEA

IKEA maintains a robust digital presence with its website, ikea.com, and the IKEA app.

• Audience Trends: From Q3 to Q4, IKEA’s website visits remained stable, with monthly unique visits hovering around 3.5M. True audience figures showed a steady increase, reaching over 4M by December. The web platform consistently outperformed the app in terms of audience size.

• App Engagement: The IKEA app experienced moderate fluctuations in monthly active users, peaking at around 200K in August before stabilizing at approximately 180K by December.

• Ad Spend & Channels: IKEA’s monthly advertising spend showed notable peaks in August and December, with expenditures surpassing $1M and impressions exceeding 230M. Facebook and Instagram were primary channels, with significant impressions recorded.

The Home Depot

The Home Depot's digital strategy features its website, homedepot.com, and the The Home Depot app.

• Audience Trends: The Home Depot experienced a slight decline in website visits from Q3 to Q4, with monthly unique visits ranging around 3.2M. True audience figures remained stable above 3M throughout the quarter.

• App Engagement: The app maintained a steady monthly active user base, with active users decreasing slightly to around 67K by December.

• Ad Spend & Channels: Minimal monthly advertising spend was observed, with rare spikes on Facebook, indicating a strategic focus on other marketing efforts.

Wayfair

Wayfair shines with its website, wayfair.com, and the Wayfair – Shop All Things Home app.

• Audience Trends: Wayfair’s website visits displayed variability, peaking at over 16M monthly unique visits in November. True audience size also saw growth, reaching around 1.7M.

• App Engagement: The app’s monthly active users fluctuated, peaking at over 550K in November, reflecting increased mobile engagement.

• Ad Spend & Channels: Wayfair’s monthly advertising spend was consistent, with significant investments in Facebook and YouTube, achieving high impressions across platforms.

Conclusion

The analysis of IKEA, The Home Depot, and Wayfair reveals dynamic trends in the Home & Garden Shopping category. Each brand leverages a unique blend of web and app platforms to engage their audience effectively. Thanks to Sensor Tower’s unparalleled data insights, businesses can gain a critical understanding of cross-platform user behavior, offering a competitive edge in the digital marketplace. By utilizing Sensor Tower’s comprehensive analytics, decision-makers can strategically navigate the ever-evolving digital landscape.