Analyzing Leading Brands in the Computers & Consumer Electronics Category: Q2 2024

Introduction

The Computers & Consumer Electronics category remains a dynamic and competitive space in the United States. In Q2 2024, leading brands such as Best Buy Co., Inc., Life360, and Hewlett-Packard (HP) captured significant monthly true audience numbers across their websites and applications. This article delves into the performance and trends of these brands from Q1 to Q2 2024, leveraging comprehensive data from Sensor Tower's Web Insights, App Performance Insights, and Pathmatics.

Best Buy Co., Inc.

Best Buy stands as a prominent retailer specializing in consumer electronics and appliances, known for its extensive online and offline presence. Its digital footprint includes the website, bestbuy.com, and the Best Buy: Tech Drops & Deals app.

• Audience Trends: From Q1 to Q2 2024, bestbuy.com experienced fluctuating monthly visits, beginning at approximately 260M and peaking at 290M in June. The monthly true audience remained stable above 38M, with web-only visitors consistently surpassing app-only visitors.

• App Engagement: The app saw a decline in monthly active users from 8.4M in January to around 7.3M in June, suggesting a shift in user engagement toward the website.

• Ad Spend & Channels: Best Buy's monthly advertising spend increased significantly, especially in May and June, with spending rising from under $3M to over $9M. Most impressions were delivered via Facebook and Instagram, with a notable increase in desktop video ads in June.

Life360

Life360 is renowned for its family-oriented safety and location-sharing services. Its digital ecosystem includes the website, life360.com, and the Life360: Stay Connected & Safe app.

• Audience Trends: Life360's monthly true audience remained impressively stable, exceeding 52M. Website visits varied slightly, peaking at around 4.8M in May.

• App Engagement: The app maintained a robust monthly active user base, consistently above 51M, showcasing strong mobile engagement.

• Ad Spend & Channels: Life360's monthly ad expenditure was modest, peaking at around $105K in June. The majority of impressions were via OTT services, highlighting their strategic focus on these channels.

Hewlett-Packard (HP)

HP is a leader in personal computing and printing solutions, known for its innovation and sustainability efforts. Its digital strategy is anchored by its website, hp.com, and the HP Smart app.

• Audience Trends: HP's monthly website visits fluctuated, peaking at approximately 67M in May. The monthly true audience slightly decreased, settling around 14.6M.

• App Engagement: The HP Smart app saw a resurgence in monthly active users, climbing from 6M in January to over 6.2M in June, indicating a gradual increase in mobile engagement.

• Ad Spend & Channels: HP’s monthly advertising efforts peaked in April with over $3.4M in spend, primarily through Instagram and Facebook, delivering substantial impressions.

Conclusion

The Q2 2024 data reveals distinct strategies and audience engagement trends among leading brands in the Computers & Consumer Electronics category. Best Buy's emphasis on web engagement, Life360's strong mobile presence, and HP's balanced platform approach highlight their unique market positioning. Sensor Tower's unparalleled data offerings enable these insights, providing a comprehensive view of cross-platform user behavior.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics products.