Leading Brands in Home & Garden Shopping: Q4 2024 Analysis

Introduction

As the Home & Garden Shopping category continues to thrive, certain brands distinguish themselves through their substantial digital presence and audience reach. In Q4 2024, IKEA, Verisure (Securitas Direct), and Vorwerk International & Co. emerged as leaders in Spain, each showcasing distinct performance trends across their websites and apps. Sensor Tower's comprehensive data, encompassing web, app, and advertising metrics, provides unparalleled insights into these brands' strategies and successes.

IKEA

IKEA's digital footprint is notably extensive, with its website ikea.com and the IKEA app reaching a broad audience.

• Audience Trends: From Q3 to Q4 2024, the monthly deduplicated audience remained stable above 4.7M. Unique website visits peaked in August at over 4.1M but showed a decrease towards December. Notably, website visits consistently outpaced app visits, highlighting the web's dominance in IKEA's digital strategy.

• App Engagement: The IKEA app maintained a steady monthly active user base, fluctuating around 380K. This stability reflects consistent interest in mobile experiences, although the web presence remains more significant.

• Ad Spend & Channels: IKEA's advertising efforts were significant, with monthly ad spend peaking in August. Facebook was the dominant channel, delivering the majority of impressions, followed by Instagram and TikTok, which saw lower but consistent engagement.

Verisure (Securitas Direct)

Verisure's digital strategy is centered around its website securitasdirect.es and the My Verisure app.

• Audience Trends: The true monthly audience for Verisure remained stable, with a slight increase in Q4, hovering around 1.1M. The app-only audience consistently surpassed web-only visitors, emphasizing a strong mobile preference among users.

• App Engagement: Active users of the My Verisure app were relatively stable, maintaining around 440K monthly, indicating a loyal user base.

• Ad Spend & Channels: Verisure's monthly ad spend showed a gradual increase, with Instagram delivering the highest impressions in Q4. Their strategic allocation across Facebook and TikTok also contributed to their substantial reach.

Vorwerk International & Co.

Vorwerk's digital presence is driven by its website vorwerk.com and the Die Thermomix Cookidoo App.

• Audience Trends: The true monthly audience of Vorwerk experienced growth towards December, reaching over 550K. The website visits varied, with a notable peak in November.

• App Engagement: The Die Thermomix Cookidoo App saw a consistent increase in monthly active users, ending December with approximately 350K, reflecting growing interest in mobile culinary experiences.

• Ad Spend & Channels: Vorwerk's advertising spend was relatively modest, with a significant portion allocated to Facebook. Impressions peaked in November, aligning with increased website visits.

Conclusion

The Q4 2024 data highlights the distinctive strategies of IKEA, Verisure, and Vorwerk in the Home & Garden Shopping category. Each brand leverages a unique combination of web and app presence, supported by targeted advertising efforts. Sensor Tower's data provides invaluable insights into these dynamics, emphasizing the importance of a comprehensive approach to understanding cross-platform user behavior. For more detailed insights, Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings are indispensable resources for decision-makers.