Leading Brands in GB's Energy & Utilities Sector: Q2 2024 Analysis

Introduction

In the rapidly evolving Energy & Utilities sector, the digital presence of key players is crucial. This article explores the performance of three leading brands in Great Britain: British Gas, Electricite de France (EDF), and Hive (Centrica Hive Limited). Leveraging Sensor Tower's comprehensive data, we provide insights into their audience trends, app engagement, and advertising strategies from Q1 to Q2 2024.

British Gas

British Gas maintains a strong digital presence through its website, britishgas.co.uk, and the British Gas app.

• Audience Trends: Throughout Q2 2024, the website's unique visits hovered around 2.1M monthly, showing a consistent audience. The monthly deduplicated audience was stable, exceeding 2.6M in June, with a notable increase in web-only visitors.

• App Engagement: The app experienced a gradual decline in monthly active users, from approximately 348K in January to 289K by June, indicating a shift towards web engagement.

• Ad Spend & Channels: British Gas's monthly ad spend peaked at over $900K in February, with a focus on Facebook, which consistently delivered the highest impressions. The spend on Instagram also showed a significant rise in June.

Electricite de France (EDF)

EDF's digital footprint is anchored by edfenergy.com and the EDF UK app.

• Audience Trends: The website saw a decline in unique visits from over 1M monthly in April to around 870K in June. The monthly deduplicated audience remained above 1.2M in June, with a balanced mix of web and app users.

• App Engagement: The app's monthly active user base remained relatively stable, averaging around 80K throughout the quarter.

• Ad Spend & Channels: Monthly ad spend increased significantly in May to over $200K, leveraging Facebook and Instagram to boost impressions, especially noticeable during Q2.

Hive (Centrica Hive Limited)

Hive's digital strategy incorporates hivehome.com and the Hive app.

• Audience Trends: The website experienced fluctuations, with unique visits peaking at over 186K monthly in June. The monthly deduplicated audience, however, showed a slight decline, stabilizing around 1.2M.

• App Engagement: The app saw a decrease in monthly active users, falling from 590K in January to 337K by June, reflecting a potential shift in user interaction patterns.

• Ad Spend & Channels: Hive's monthly ad spend was robust in Q1, with a gradual decrease in Q2. Facebook dominated the advertising channels, consistently delivering the highest impressions.

Conclusion

The Energy & Utilities sector in Great Britain showcases diverse digital strategies among its leading brands. British Gas, EDF, and Hive each demonstrate unique audience engagement and advertising tactics. Sensor Tower's unparalleled data offerings provide essential insights, empowering brands to optimize their cross-platform presence. For more detailed web insights, visit our Web Insights offering, and for advertising data, explore Pathmatics.

By leveraging Sensor Tower's data, brands can navigate the digital landscape with precision, ensuring sustained growth and engagement across platforms.