Leading Auto Brands in Q1 2024: A Digital Landscape Overview

The US auto category in Q1 2024 has witnessed significant digital activity, with leading brands such as Toyota, CarGurus LLC, and CarMax capturing substantial monthly deduplicated audiences. This article delves into the performance and trends of these brands, leveraging Sensor Tower's comprehensive data insights.

Toyota

Toyota's digital presence remains robust, with its website, toyota.com, and the Toyota app playing pivotal roles.

• Audience Trends: From Q4 2023 to Q1 2024, toyota.com saw a steady rise in visits, starting at around 53M in October and peaking at over 67M by March. The monthly deduplicated audience remained consistently above 10M throughout the quarter.

• App Engagement: The Toyota app experienced a gradual increase in monthly active users, from approximately 2.7M in October to nearly 3M by March, indicating a growing preference for mobile engagement.

• Ad Spend & Channels: Toyota's monthly advertising expenditure was substantial, with spends peaking at over $16M. OTT platforms were particularly significant, delivering a large share of impressions.

CarGurus LLC

CarGurus LLC's digital strategy is exemplified through its website, cargurus.com, and the CarGurus: Used & New Cars app.

• Audience Trends: Cargurus.com witnessed a notable rise in unique visits, climbing from about 6.4M in December to over 9.1M by March. The monthly deduplicated audience surged past 10M in March, highlighting increased consumer interest.

• App Engagement: The app maintained a stable monthly active user base, fluctuating around 800K, with a slight increase observed in early 2024.

• Ad Spend & Channels: CarGurus invested significantly in digital advertising, with monthly spends reaching nearly $2M in January. Facebook and OTT channels were key contributors to their ad impressions.

CarMax

CarMax's digital ecosystem includes its website, carmax.com, and the CarMax: Used Cars for Sale app.

• Audience Trends: Carmax.com saw a remarkable increase in visits, from about 50M in December to over 94M by March, with monthly deduplicated audiences exceeding 10M.

• App Engagement: The CarMax app saw a steady rise in monthly active users, crossing 240K by March, indicating a stable mobile user base.

• Ad Spend & Channels: CarMax's monthly ad spend peaked at nearly $4.7M in March, with OTT and Instagram being prominent channels for reaching consumers.

Conclusion

The first quarter of 2024 showcased the dynamic digital strategies of leading auto brands, with Toyota, CarGurus LLC, and CarMax all exhibiting strong performances across their web and app platforms. Sensor Tower's unparalleled data insights offer a unique perspective, enabling a comprehensive understanding of cross-platform user behavior and advertising impact.

For more in-depth data, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.