Leading Home & Garden Brands in CA: A Q2 2024 Overview

Introduction

The Home & Garden shopping category in Canada has witnessed significant digital engagement in Q2 2024. Leveraging Sensor Tower's comprehensive data insights, we explore the performance of three leading brands: The Home Depot, IKEA, and Wayfair. Our analysis highlights audience trends, app engagement, and advertising strategies, offering a detailed view of their digital landscape.

The Home Depot

The Home Depot stands as a formidable presence in the digital realm with its website homedepot.com and The Home Depot Mobile App.

• Audience Trends: From Q1 to Q2 2024, homedepot.com experienced a steady increase in unique visits, peaking at over 5.4M in June. The monthly deduplicated audience also grew, maintaining stability above 5.4M throughout Q2.

• App Engagement: The Home Depot app saw a slight increase in monthly active users, reaching around 67K by June, indicating a consistent mobile user base.

• Ad Spend & Channels: The brand's monthly advertising spend was minimal, with a noticeable focus on desktop video channels in June, accounting for over 60K monthly impressions.

IKEA

IKEA's digital strategy effectively utilizes its website ikea.com and IKEA App.

• Audience Trends: IKEA's website visits remained strong, with unique visits hovering around 2.7M to 3.7M monthly throughout Q2. The monthly deduplicated audience showed a slight decline, reaching approximately 2.8M in June.

• App Engagement: The app's monthly active users slightly decreased to around 179K by June, suggesting a stable but slightly declining mobile audience.

• Ad Spend & Channels: IKEA's advertising was extensive, with significant monthly spending on Facebook and Instagram, delivering impressions in the range of 180M to 220M.

Wayfair

Wayfair's digital reach encompasses wayfair.com and the Wayfair – Shop All Things Home app.

• Audience Trends: The website maintained a stable flow of unique visits, averaging around 1.9M monthly. The monthly deduplicated audience remained consistent, exceeding 2M by June.

• App Engagement: The Wayfair app had a slight decrease in monthly active users, closing at approximately 476K in June.

• Ad Spend & Channels: Wayfair's ad strategy was robust, with substantial monthly investment in Facebook and YouTube, generating impressions upward of 330M in January and maintaining a strong presence throughout Q2.

Conclusion

The Home & Garden category in Canada is led by brands that adeptly leverage both web and mobile platforms. Sensor Tower's unparalleled insights into cross-platform user behavior and advertising strategies underscore the dynamic nature of this sector. As brands continue to refine their digital strategies, comprehensive data analysis remains critical in understanding and engaging target audiences effectively.

For further insights, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights offerings.