Leading Brands in the US Home & Garden Shopping Category: Q4 2023 Analysis

The US Home & Garden Shopping category witnessed intense competition in Q4 2023. Leading brands such as The Home Depot, Lowe’s, and Amazon Ring have continued to dominate the market by leveraging both digital and traditional platforms. Sensor Tower’s comprehensive data provides valuable insights into these brands’ performances across web, app, and advertising channels.

The Home Depot Mobile App

The Home Depot maintains a formidable digital presence with its website, homedepot.com, and the The Home Depot app.

• Audience Trends: From Q3 to Q4 2023, the monthly deduplicated audience remained stable, consistently above 48M. The website experienced a slight decline in unique visits from 43M to approximately 42M by December. However, the true audience figures remained consistent, indicating a loyal user base.

• App Engagement: Monthly active users for the app stayed above 4M, showing a slight increase towards the end of the year.

• Ad Spend & Channels: The Home Depot’s monthly ad spend peaked in October at over $2.7M, with significant impressions through OTT channels. This focus on OTT (Over-the-top media service) indicates a strategic push towards digital streaming platforms.

Lowe’s Home Centers, Inc.

Lowe’s digital strategy is anchored by its website, lowes.com, and the Lowe’s Home Improvement app.

• Audience Trends: The monthly deduplicated audience decreased slightly from 47M in July to about 36M in December. Web-only visitors remained the largest segment, though app engagement showed resilience.

• App Engagement: The app’s monthly active user base remained steady, around 1.7M, indicating stable mobile engagement.

• Ad Spend & Channels: Lowe’s invested heavily in advertising, with a notable increase in December exceeding $20M. Facebook and OTT channels dominated their strategy, reflecting a broad digital outreach.

Amazon Ring

Amazon Ring’s digital footprint includes ring.com and the Ring - Always Home app.

• Audience Trends: The monthly deduplicated audience grew from 29M in July to over 32M by December. The website saw an increase in visits, particularly in November and December.

• App Engagement: The app maintained a strong monthly active user base, with active users exceeding 10M consistently through Q4.

• Ad Spend & Channels: Amazon Ring’s monthly ad spend peaked in November at over $2.3M. OTT and Facebook were primary channels, aligning with a strategy focused on video and social media engagement.

Conclusion

The Home & Garden Shopping category in the US remains competitive, with each brand employing distinct strategies to capture audience attention. Sensor Tower’s unique cross-referencing capabilities provide invaluable insights into these brands’ performances across platforms. As these brands continue to evolve, understanding their digital strategies will be crucial for stakeholders and competitors alike.

Sensor Tower’s offerings, like Web Insights, App Performance Insights, and Pathmatics, remain critical tools for navigating this dynamic market landscape.