Leading Energy & Utilities Brands in the UK: Q2 2024 Performance Analysis

Introduction

In the rapidly evolving Energy & Utilities sector in the UK, understanding digital trends is crucial for businesses to stay ahead. This article delves into the performance of three leading brands—Octopus Energy Group Limited, British Gas, and Electricite de France (EDF)—from Q1 to Q2 2024. Using Sensor Tower's comprehensive data, we analyze their digital presence across websites and apps, highlighting audience trends, app engagement, and advertising strategies.

Octopus Energy Group Limited

Octopus Energy, accessible at octopus.energy and via the Octopus Energy app, has demonstrated dynamic digital performance.

• Audience Trends: Monthly website visits were relatively stable, with a noticeable dip in May, averaging around 17M visits. Monthly true audience numbers remained above 4M throughout the quarter, with a slight increase in June.

• App Engagement: The app's monthly active users peaked in March at over 2.5M but settled around 2.3M by June, indicating strong mobile engagement.

• Ad Spend & Channels: A significant monthly ad spend increase was observed in June, reaching over $0.5M, primarily through Facebook and Instagram, which collectively garnered over 90M impressions.

British Gas

British Gas, available via britishgas.co.uk and the British Gas app, maintained a robust digital footprint.

• Audience Trends: The website saw a resurgence in June, with visits surpassing 19M. Monthly true audience figures hovered around 2.7M, with web users predominantly driving traffic.

• App Engagement: App usage slightly declined, with monthly active users stabilizing at around 645K in June.

• Ad Spend & Channels: Despite fluctuating spend, June saw an uptick, exceeding $0.6M, with Facebook and Instagram leading the charge, amassing over 80M impressions.

Electricite de France (EDF)

EDF, represented online at edfenergy.com and through the EDF UK app, experienced varied digital engagement.

• Audience Trends: Website visits decreased to around 6.8M in June, while monthly true audience numbers fell to approximately 1.25M.

• App Engagement: The app maintained a steady monthly user base, with active users around 510K by the end of Q2.

• Ad Spend & Channels: Monthly ad spending spiked in April, reaching over $0.1M, with Facebook and Instagram combined generating significant impressions, particularly in the 20M range.

Conclusion

The Energy & Utilities sector in the UK remains competitive, with each brand leveraging digital platforms to enhance engagement. Sensor Tower's unparalleled data offerings, including Web Insights and Pathmatics, provide invaluable insights into cross-platform behavior, essential for strategic decision-making. As these brands continue to innovate, staying informed through detailed analytics will be crucial for sustained growth and customer engagement. Sensor Tower empowers decision-makers with the insights needed to lead in this dynamic market.