Leading Brands in US Home & Garden Shopping: Q2 2024 Overview

Introduction

In the competitive landscape of Home & Garden Shopping, several brands have emerged as leaders in the US market. This article examines the performance of The Home Depot, Lowe's Home Centers, and Amazon Ring, highlighting their audience trends, app engagement, and advertising strategies from Q1 to Q2 2024. Sensor Tower's comprehensive data allows us to cross-reference web, app, and advertising insights, providing a holistic view of these brands' digital presence.

The Home Depot

The Home Depot's digital footprint is prominently showcased through its website, homedepot.com, and its The Home Depot app.

• Audience Trends: The monthly deduplicated audience for The Home Depot remained stable, consistently above 57M by June. The website saw a gradual increase in visits, peaking at over 522M in May. Notably, the web audience was larger than the app audience, indicating a stronger desktop presence.

• App Engagement: The app's monthly active users grew steadily, surpassing 4.6M in June, reflecting a growing interest in mobile shopping experiences.

• Ad Spend & Channels: The Home Depot's monthly advertising spend showed a significant increase in June, reaching over $1.3M, with OTT (Over-the-top) and Facebook being the primary channels. Impressions also rose, peaking at over 73M.

Lowe's Home Centers, Inc.

Lowe's digital strategy is highlighted through its website, lowes.com, and the Lowe's Home Improvement app.

• Audience Trends: The monthly deduplicated audience for Lowe's reached over 40M by June. The website visits remained strong, with a peak of over 317M in May. The web and app audiences were relatively balanced, indicating a diversified platform presence.

• App Engagement: The app saw a consistent increase in monthly active users, reaching over 2M by June, highlighting a robust mobile user base.

• Ad Spend & Channels: Lowe's maintained a high monthly ad spend, exceeding $14M in June. Facebook and Instagram were key channels, delivering substantial impressions, with OTT also contributing significantly.

Amazon Ring

Amazon Ring's digital presence includes its website, ring.com, and the Ring - Always Home app.

• Audience Trends: The monthly deduplicated audience for Ring grew steadily, reaching over 33M by June. The website visits showed a slight fluctuation, with a peak in May at over 53M.

• App Engagement: The app's monthly active users remained strong, surpassing 11.3M by June, indicating a stable and engaged mobile audience.

• Ad Spend & Channels: Ring's monthly ad spend increased significantly, reaching nearly $2.9M in June. OTT was the dominant channel, followed by Facebook and desktop display, providing a broad reach.

Conclusion

The Home & Garden Shopping category in the US is led by brands like The Home Depot, Lowe's, and Amazon Ring, each demonstrating unique strengths across web and mobile platforms. Sensor Tower's unparalleled data insights reveal that while web presence remains crucial, mobile engagement is increasingly pivotal. The strategic use of advertising channels such as OTT and social media platforms further enhances these brands' market positions. Sensor Tower continues to be the go-to source for comprehensive cross-platform user behavior analysis, offering unique advantages for decision-makers seeking to understand and leverage digital trends effectively.