Leading Brands in Spain's Home & Garden Shopping Category: Q2 2024 Analysis

Introduction

In the dynamic world of Home & Garden Shopping, brands like IKEA, Verisure (Securitas Direct), and Zara Home have emerged as leaders in Spain, showcasing impressive digital footprints across their websites and apps. Leveraging Sensor Tower's unparalleled data insights, we explore these brands' performance from Q1 to Q2 2024, highlighting audience trends, app engagement, and advertising strategies.

IKEA

IKEA's digital presence remains robust with its website, ikea.com, and the IKEA app.

• Audience Trends: IKEA's website saw a fluctuation in visits, peaking above 73M in March, then gradually declining to around 51M by June. Despite the decrease, the website consistently attracted over 3.4M unique monthly visitors. The monthly deduplicated audience showed a downward trend, maintaining above 4M by June.

• App Engagement: The app maintained a stable monthly active user base, hovering around 300K. The cross-platform audience preferred the web platform, with web-only visitors consistently outnumbering app-only users.

• Ad Spend & Channels: IKEA increased its monthly ad spend significantly in April, reaching over $339K, primarily leveraging Facebook and Instagram. Impressions peaked in the same month at over 163M, indicating a strong focus on these channels.

Verisure (Securitas Direct)

Verisure's online strategy includes its website, securitasdirect.es, and the My Verisure app.

• Audience Trends: The website showed a steady increase in visits, reaching over 584K by June. Unique visits remained stable, with a notable increase in the monthly deduplicated audience, exceeding 1.2M in June.

• App Engagement: The My Verisure app maintained a strong base of monthly active users, consistently around 435K. The app dominated the platform preference, with app-only visitors significantly outnumbering web-only users.

• Ad Spend & Channels: Verisure's monthly ad spend peaked in May at over $74K, with Facebook being the primary channel. Impressions followed suit, surpassing 35M, reflecting a strategic focus on social media platforms.

Zara Home

Zara Home's digital ecosystem includes zarahome.com and the Zara Home app.

• Audience Trends: The website experienced a decline in visits from 7M in March to under 4M by June. Unique visits also decreased, while the monthly deduplicated audience remained stable above 740K in June.

• App Engagement: The Zara Home app saw a slight increase in monthly active users in June, reaching close to 49K. The web platform consistently attracted a larger audience compared to the app.

• Ad Spend & Channels: Zara Home's monthly ad spend was minimal, with a peak in April at around $1K. Facebook was the dominant channel, with impressions reaching over 500K in the same month.

Conclusion

IKEA, Verisure, and Zara Home continue to lead the Home & Garden Shopping category in Spain, each with unique digital strategies. Sensor Tower's comprehensive data highlights these brands' ability to engage audiences across platforms, offering invaluable insights into user behavior. By utilizing Sensor Tower's Web Insights and App Performance Insights, brands can effectively navigate the competitive landscape, ensuring they remain at the forefront of consumer engagement.