Exploring Germany's Leading Auto Brands in Q4 2023

In the highly competitive German auto market, several brands have carved out a significant digital presence. This article delves into the performance and trends of three leading brands in the Auto category during Q4 2023: ADAC e.V., mobile.de GmbH, and AutoScout24 GmbH. Leveraging comprehensive data from Sensor Tower, we explore their web and app audiences, engagement, and advertising strategies.

ADAC e.V. (Allgemeinen Deutschen Automobil-Club)

ADAC e.V. is renowned for its extensive services in the automotive sector and maintains a robust digital footprint through its website, adac.de, and the ADAC Drive: Tanken Laden Route app.

• Audience Trends: From Q3 to Q4 2023, adac.de sustained stable monthly visits, averaging around 65M. The monthly true audience remained consistently above 14M, with web-only visitors dominating.

• App Engagement: The app experienced a decline in monthly active users, dropping from over 1.3M in July to just above 1M by December, indicating a user shift towards the web platform.

• Ad Spend & Channels: ADAC's monthly ad spend peaked in October at over $550K, with Facebook and Instagram being major channels. Impressions were highest in October, reaching over 106M.

mobile.de GmbH

mobile.de is a leading online vehicle marketplace in Germany, offering a comprehensive platform for buying and selling cars. Its digital ecosystem includes the website, mobile.de, and the mobile.de - car market app.

• Audience Trends: The website maintained high monthly engagement, with visits consistently around 95M. The monthly true audience hovered above 12M, with a strong web presence.

• App Engagement: The app's monthly active users showed a downward trend, from 5.8M in July to just over 5M by December, suggesting a preference for web interactions.

• Ad Spend & Channels: Noteworthy was the September spike in monthly ad spend, exceeding $1.1M, primarily via desktop video and YouTube, generating significant impressions.

AutoScout24 GmbH

AutoScout24 is known for its extensive online car marketplace, operating through its website, autoscout24.de, and the AutoScout24: Buy & sell cars app.

• Audience Trends: The website saw a decrease in monthly visits from 55M in October to 43M by December, while the monthly true audience declined from over 7.6M to approximately 6M.

• App Engagement: The app had stable monthly engagement, with active users around 2.2M in October, dropping slightly to 1.8M by December.

• Ad Spend & Channels: Monthly ad spend peaked in October at over $260K, with Facebook and Instagram being key channels, achieving more than 55M impressions.

Conclusion

The digital strategies of ADAC e.V., mobile.de GmbH, and AutoScout24 GmbH reflect diverse approaches to engaging audiences across web and app platforms. Sensor Tower's data highlights the nuanced shifts in user engagement and advertising spend, offering invaluable insights into the dynamic digital landscape of Germany's auto market. Sensor Tower’s comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, remains crucial for understanding cross-platform user behavior, providing unique advantages for decision-makers.