Leading Brands in ES Home & Garden Shopping: Q4 2023 Analysis

In the bustling Home & Garden Shopping category, notable brands like IKEA, Verisure (Securitas Direct), and Zara Home have demonstrated significant digital presence in Q4 2023. Sensor Tower's comprehensive data insights reveal intriguing patterns and trends across these brands' websites and apps. Let's explore each brand's performance and trends over the quarter.

IKEA

IKEA, a global leader in affordable home furnishings, boasts a formidable digital presence through its website, ikea.com, and the IKEA app.

• Audience Trends: Throughout Q4 2023, ikea.com maintained a robust monthly deduplicated audience consistently above 4.8M. The site saw peak visits in October with over 57M visits, gradually stabilizing in the subsequent months.

• App Engagement: The IKEA app recorded stable monthly active users, hovering around 300K, indicating a steady mobile audience.

• Ad Spend & Channels: IKEA's monthly advertising spend decreased over the quarter, starting at around $200K in October and ending at approximately $165K in December. Facebook remained the dominant channel, contributing the highest impressions.

Verisure (Securitas Direct)

Verisure, known for its innovative security solutions, anchors its digital reach with its website, securitasdirect.es, and the My Verisure app.

• Audience Trends: The website experienced notable fluctuations, with unique visits peaking in December at over 240K, indicating a surge in web interest towards the year's end.

• App Engagement: The My Verisure app maintained a strong base of monthly active users, consistently above 400K, showcasing a dedicated mobile user base.

• Ad Spend & Channels: Verisure's monthly ad spend saw a decline, beginning at over $90K in October and dropping to around $45K by December. Facebook was the primary channel, delivering the majority of impressions.

Zara Home

Zara Home, a leader in stylish home accessories, maintains a strong digital footprint with its website, zarahome.com, and the Zara Home app.

• Audience Trends: Zara Home's website visits peaked in November with over 9.2M visits, highlighting a significant spike in customer interest during that month.

• App Engagement: The Zara Home app showed an increase in monthly active users in November, reaching over 53K, before settling back to around 48K in December.

• Ad Spend & Channels: Zara Home's advertising was minimal, with spend and impressions concentrated on TikTok, indicating a targeted ad strategy.

Conclusion

Sensor Tower's insights illustrate the dynamic landscape of the Home & Garden Shopping category in Q4 2023. Each brand showcased unique trends across their digital platforms, with IKEA leading in web visits, Verisure maintaining strong app engagement, and Zara Home experiencing notable web traffic spikes. Sensor Tower's unparalleled data capabilities, including Web Insights, App Performance Insights, and Pathmatics, continue to offer critical insights into cross-platform user behavior, empowering brands to make informed strategic decisions. By leveraging these insights, decision-makers can effectively navigate the evolving digital landscape and drive strategic growth.