Leading Brands in the Hobbies/Interests Shopping Category in Q3 2024

Introduction

In Q3 2024, the Hobbies/Interests Shopping category in the UK witnessed significant shifts in audience engagement. Leading brands such as Hobbycraft Trading, Giphy, Inc., and Fender Musical Instruments Corporation displayed unique trends across their digital platforms. This article leverages data from Sensor Tower's comprehensive suite of products to offer insights into web, app, and advertising performance, providing strategic value for decision-makers.

Hobbycraft Trading

Audience Trends

• Website: hobbycraft.co.uk maintained a stable presence with monthly visits fluctuating around 4M, peaking in September with 4.1M visits.

• App Engagement: The Hobbycraft: Shop Arts & Crafts app saw a steady increase in monthly active users, reaching over 760K by September.

• Cross-Platform: True monthly audience numbers rose sharply in September to approximately 970K, indicating strong web and app synergy.

Ad Spend & Channels

• Monthly Ad Spend: There was a noticeable decline in monthly ad spending from April's $620K to August's $285K, before rebounding slightly in September.

• Channels: Facebook dominated the ad channels, consistently attracting the highest monthly impressions.

Giphy, Inc.

Audience Trends

• Website: giphy.com experienced a dip in visits during August but recovered to 1.6M monthly visits in September, with unique visits peaking at 4 visits per visitor.

• App Engagement: The GIPHY: GIFs, Stickers & Clips app had a stable monthly user base, slightly declining to about 65K active users by September.

• Cross-Platform: The true monthly audience showed a downward trend, ending at approximately 450K in September, with a predominant web-only audience.

Ad Spend & Channels

• Monthly Ad Spend: Minimal advertising activities were recorded, with only a few hundred dollars spent primarily on Facebook.

Fender Musical Instruments Corporation

Audience Trends

• Website: fender.com saw a significant spike in July with monthly visits surpassing 1.6M, followed by a notable decrease in August and September.

• App Engagement: The Fender Tune: Guitar Tuner App maintained a consistent monthly active user base, hovering around 75K by September.

• Cross-Platform: True monthly audience remained stable, with a slight increase in September to about 307K, driven mainly by web engagement.

Ad Spend & Channels

• Monthly Ad Spend: There was a fluctuating trend in monthly ad spending, with a high of $153K in July, supported by significant impressions on TikTok and Facebook.

• Channels: TikTok emerged as a key platform in July with over 10M monthly impressions.

Conclusion

The Hobbies/Interests Shopping sector in Q3 2024 showcased diverse trends across major brands. Hobbycraft Trading capitalized on a balanced web and app strategy, while Giphy, Inc. and Fender Musical Instruments Corporation exhibited distinct web-centric engagement. Sensor Tower's data, through Web Insights, App Performance Insights, and Pathmatics, provides unmatched insights into these cross-platform behaviors, essential for understanding market dynamics. This empowers investors and C-suite executives with the strategic foresight needed in a competitive landscape.