Leading Brands in GB Hobbies/Interests Shopping: Q2 2024 Analysis

In the dynamic realm of hobbies and interests shopping, several brands have emerged as frontrunners with substantial online presence and audience engagement. This article examines the performance of three leading brands in Great Britain for Q2 2024: Hobbycraft Trading, Giphy, Inc., and Fender Musical Instruments Corporation. Leveraging Sensor Tower’s robust analytics, we unpack each brand’s digital footprint across web and app platforms.

Hobbycraft Trading

Hobbycraft has established a formidable digital presence through its website, hobbycraft.co.uk, and the Hobbycraft: Shop Arts & Crafts app.

• Audience Trends: From Q1 to Q2 2024, hobbycraft.co.uk experienced a steady increase in visits, peaking at over 4.8M in June. The monthly deduplicated audience surpassed 800K by June, showcasing a robust web presence. The app also played a critical role, with over 220K monthly app-only visitors in June.

• App Engagement: The app demonstrated a consistent rise in monthly active users, starting at over 350K in January and reaching around 640K by June, reflecting a growing interest in mobile experiences.

• Ad Spend & Channels: Hobbycraft’s advertising efforts peaked at over $600K monthly in April. The majority of impressions were generated through Facebook, with notable engagement on Instagram as well.

Giphy, Inc.

Giphy is renowned for its expansive digital ecosystem, including the website giphy.com and the GIPHY: GIFs, Stickers & Clips app.

• Audience Trends: The website maintained a stable monthly audience, with visits ranging between 1.2M and 1.8M from Q1 to Q2. The monthly deduplicated audience reached over 600K in May, underscoring its strong appeal.

• App Engagement: The app saw a slight decrease in monthly active users, hovering around 70K to 80K from February to June, indicating a more stable web focus.

• Ad Spend & Channels: Giphy’s ad spend was minimal, with sporadic investments primarily on Facebook, highlighting a strategic focus on organic reach.

Fender Musical Instruments Corporation

Fender, a leader in musical instruments, showcases its digital presence through fender.com and the Fender Tune: Guitar Tuner App.

• Audience Trends: Fender.com experienced fluctuating web traffic, peaking at over 1.2M visits in March. The monthly deduplicated audience was around 380K in January, indicating a solid web presence.

• App Engagement: The app’s monthly active users showed a slight decline, from around 85K in January to 73K in June, suggesting a potential shift towards web engagement.

• Ad Spend & Channels: Fender’s advertising spend was highest in January at over $230K monthly, with significant impressions through YouTube and Facebook, highlighting a diversified channel strategy.

Conclusion

In Q2 2024, Hobbycraft Trading, Giphy, Inc., and Fender Musical Instruments Corporation have each demonstrated distinct strategies in the Hobbies/Interests Shopping category. Sensor Tower’s unparalleled data insights reveal critical trends and behaviors across web and app platforms, enabling these brands to effectively engage their audiences. For more detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics.