Leading Brands in Australia’s Home & Garden Shopping Category: Q1 2024 Insights

In the dynamic world of home and garden shopping in Australia, certain brands have distinguished themselves with substantial digital footprints. This article delves into the performance and trends of three leading brands in Q1 2024: Bunnings Warehouse, IKEA, and Temple & Webster Pty Ltd. Using Sensor Tower's comprehensive data, we explore the unique cross-platform user behavior that defines each brand's presence.

Bunnings Warehouse

Bunnings Warehouse maintains a strong digital presence through its website, bunnings.com.au, and the Bunnings app.

• Audience Trends: The website saw fluctuating visits, starting the quarter with over 69M visits in January, dipping in February, and slightly recovering in March. The monthly true audience remained stable above 4M throughout the quarter.

• App Engagement: The app showed a peak in monthly active users in February at around 470K, before a slight drop in March.

• Ad Spend & Channels: Bunnings' monthly ad spend varied, with January seeing the highest at just under $1M. Facebook and Instagram dominated the advertising channels, delivering significant impressions, particularly in January.

IKEA

IKEA's digital strategy includes its website, ikea.com, and the IKEA app.

• Audience Trends: The website experienced a decline in visits from over 32M in January to around 20M in March. The monthly true audience also followed a downward trend, starting above 2.3M and ending the quarter at approximately 2.1M.

• App Engagement: Monthly active users for the app began the quarter strong at over 240K but saw a decline towards March.

• Ad Spend & Channels: IKEA increased its monthly ad spend significantly in March, with Facebook being the primary channel, achieving substantial impressions.

Temple & Webster Pty Ltd

Temple & Webster leverages its website, templeandwebster.com.au, and the Temple & Webster app.

• Audience Trends: The website visits were highest in January at over 12M, with a slight decrease in subsequent months. The monthly true audience consistently hovered around 1.2M throughout the quarter.

• App Engagement: The app maintained stable monthly active user numbers, slightly above 130K in January, with minor fluctuations.

• Ad Spend & Channels: Monthly ad spend decreased over the quarter, with Facebook and Instagram being the main channels, delivering the majority of impressions.

Conclusion

The Home & Garden Shopping category in Australia is marked by varied digital strategies and performance trends. Bunnings Warehouse, IKEA, and Temple & Webster each demonstrate unique strengths and challenges. Sensor Tower's unparalleled data insights provide a critical lens into these brands' cross-platform dynamics, offering valuable perspectives for industry stakeholders.

For more detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics.

By leveraging Sensor Tower's extensive datasets, brands can better understand user behaviors and optimize their digital strategies for continued growth in the competitive home and garden market.