Leading Brands in Spain’s Home & Garden Shopping Category: Q4 2024 Analysis

Introduction

In the dynamic landscape of Spain's Home & Garden Shopping category, several brands have emerged as leaders in Q4 2024. This article delves into the performance of IKEA, Verisure (Securitas Direct), and Vorwerk International & Co., highlighting their digital presence across websites and apps. Utilizing Sensor Tower's comprehensive data, we provide insights into audience trends, engagement, and advertising efforts from Q3 to Q4 2024.

IKEA

IKEA’s digital presence is robust, featuring its website, ikea.com, and the IKEA app.

• Audience Trends: From Q3 to Q4 2024, ikea.com showed fluctuating visit numbers, peaking in August with over 82M visits. Monthly true audience figures remained above 4.5M throughout Q4, with web-only visitors consistently outnumbering app users.

• App Engagement: The IKEA app saw a decline in monthly active users from over 1.6M in September to approximately 1.3M by December, indicating a shift in user engagement.

• Ad Spend & Channels: IKEA’s monthly advertising spend decreased after a peak in August, with Facebook and Instagram as primary channels. Impressions remained high, with Facebook leading.

Verisure (Securitas Direct)

Verisure’s digital footprint is anchored by its website, securitasdirect.es, and the My Verisure app.

• Audience Trends: The website saw a notable increase in visits, reaching over 6.8M in December. Monthly true audience figures remained stable around 1.1M, with the app dominating user engagement.

• App Engagement: The My Verisure app maintained strong engagement, with monthly active users peaking at approximately 990K in October.

• Ad Spend & Channels: Monthly ad spend increased towards the end of the year, with Instagram and Facebook being key platforms, reflecting a strategic focus on visual content.

Vorwerk International & Co.

Vorwerk’s online presence includes vorwerk.com and the Die Thermomix Cookidoo App.

• Audience Trends: The website experienced a steady increase in unique visits, peaking in December with over 160K. Monthly true audience numbers grew to over 550K by the year’s end.

• App Engagement: The Die Thermomix Cookidoo App saw a rise in monthly active users, reaching over 418K by December, reflecting growing interest in mobile solutions.

• Ad Spend & Channels: Vorwerk’s monthly ad spend was modest, with a focus on Facebook, which accounted for the majority of impressions.

Conclusion

The data from Sensor Tower highlights distinct trends for each brand, showcasing the unique strategies employed in the Home & Garden Shopping category. IKEA, Verisure, and Vorwerk demonstrate varied approaches to digital presence, audience engagement, and advertising. Sensor Tower’s unparalleled cross-platform data provides critical insights into these trends, offering a comprehensive view of the market dynamics. Our tools empower decision-makers to strategically navigate and capitalize on these insights for sustainable growth.