Leading Brands in Family & Parenting Shopping: Q3 2024 Insights

In the ever-evolving Family & Parenting Shopping category, several brands have emerged as leaders in the US market for Q3 2024. This article delves into the performance and trends of LEGO Life, D&D Beyond, and Owlet Baby Care, Inc., highlighting their audience reach across websites and apps. Data is sourced from Sensor Tower, offering a comprehensive view of cross-platform user behavior.

LEGO Life

LEGO Life stands out with its multifaceted digital presence, encompassing the lego.com website and the LEGO® Life: kid-safe community app.

• Audience Trends: From Q2 to Q3 2024, lego.com saw a peak in visits in August, with numbers reaching over 165M. Monthly unique visits remained stable above 14M. The true monthly deduplicated audience consistently exceeded 10M, indicating a robust web presence.

• App Engagement: The app's monthly active users decreased from 96K in April to around 61K in September, suggesting a shift in user engagement preferences towards the web.

• Ad Spend & Channels: LEGO Life's monthly advertising efforts were minimal, with a notable spike in spend in May and June, primarily through Instagram and Facebook, generating significant impressions.

D&D Beyond

D&D Beyond, with its dndbeyond.com website and the D&D Beyond app, remains a prominent player.

• Audience Trends: The website maintained a steady flow of visits, peaking in June with over 140M visits. The true monthly deduplicated audience saw a gradual increase, reaching approximately 4.4M in September.

• App Engagement: App activity remained consistent, with monthly active users fluctuating around 230K to 250K, reflecting stable engagement.

• Ad Spend & Channels: A significant increase in monthly ad spend was observed in September, with over $2M invested across multiple channels, including Facebook and Instagram, yielding high impressions.

Owlet Baby Care, Inc.

Owlet Baby Care, Inc. integrates the owletcare.com website and the Owlet Dream app to engage its audience.

• Audience Trends: Unique visits spiked in August, reaching over 250K, while the true monthly deduplicated audience consistently exceeded 600K, driven by strong app engagement.

• App Engagement: The Owlet Dream app maintained a stable monthly user base, with active users increasing from 1.05M to 1.12M over the quarter.

• Ad Spend & Channels: Monthly ad spend varied, with notable investments in Facebook advertising, resulting in substantial impressions throughout the period.

Conclusion

Throughout Q3 2024, LEGO Life, D&D Beyond, and Owlet Baby Care, Inc. have demonstrated distinct strategies in the Family & Parenting Shopping category. Sensor Tower's unique ability to cross-reference web, app, and advertising data provides unparalleled insights into these brands' performances. With tools like Web Insights, App Performance Insights, and Pathmatics, businesses can gain critical understanding of cross-platform user behavior, solidifying their position in the market.