Leading Brands in France's Computers & Consumer Electronics Category: Q4 2023 Insights

Introduction

In Q4 2023, the Computers & Consumer Electronics category in France saw significant activity from leading brands such as Back Market, Hewlett-Packard (HP), and Epson. Leveraging Sensor Tower's comprehensive data, we explore the web and app performance, audience trends, and advertising efforts of these brands, offering a detailed overview of their digital presence.

Back Market

Back Market is renowned for its platform offering refurbished electronics. Its digital ecosystem includes its website, backmarket.com, and the Back Market - Buy & Sell tech app.

• Audience Trends: The website experienced consistent monthly visits, peaking in November at over 28M visits. Monthly unique visits also increased, reaching nearly 3M. The monthly deduplicated audience remained stable above 3.3M throughout the quarter.

• App Engagement: The app's monthly active users grew steadily, starting at over 230K in October and surpassing 260K by December, indicating a rise in mobile engagement.

• Ad Spend & Channels: Monthly advertising spend decreased over the quarter, from approximately $890K in October to around $580K in December. Instagram was the dominant channel, delivering the highest impressions.

Hewlett-Packard (HP)

HP is a global leader in technology solutions, with its online presence anchored by hp.com and the HP Smart app.

• Audience Trends: The website experienced a peak in November with monthly visits exceeding 14M. Monthly unique visits consistently surpassed 1.6M. The monthly deduplicated audience grew, reaching over 3.1M by December.

• App Engagement: The HP Smart app maintained a strong monthly active user base, increasing from over 620K in November to more than 680K in December.

• Ad Spend & Channels: Monthly ad spend saw a significant drop in November, with total spend under $20K. Facebook was the primary platform for impressions.

Epson

Epson, known for its printing solutions, integrates its digital strategy through epson.com and the Epson iPrint app.

• Audience Trends: Website visits fluctuated, peaking in December with over 6.5M visits. The monthly deduplicated audience remained stable, with numbers around 1.5M.

• App Engagement: The Epson iPrint app saw a slight decline in monthly active users, starting at over 310K in October and decreasing to around 290K by December.

• Ad Spend & Channels: Monthly ad spend was consistent, with Facebook being the leading channel for impressions, although the spend decreased in December to approximately $14K.

Conclusion

The Q4 2023 data reveals distinct trends and strategies among leading brands in the Computers & Consumer Electronics category in France. Sensor Tower's unique insights, encompassing web, app, and advertising data, enable a comprehensive understanding of cross-platform user behavior. This invaluable data, accessible through Sensor Tower's Web Insights, Pathmatics, and App Performance Insights, underscores the dynamic digital landscape and the critical role of cross-referencing data for strategic decision-making.