Analyzing Q4 2024 Trends in France's Home & Garden Shopping Category: IKEA, Vorwerk, and Philips Hue

In the competitive Home & Garden Shopping category, several brands have carved out significant digital presences. This article delves into the performance and trends of leading brands in France during Q4 2024, focusing on IKEA, Vorwerk International & Co., and Philips Hue Smart Lighting. This analysis is powered by Sensor Tower's comprehensive data, offering unparalleled insights into web, app, and advertising metrics.

IKEA

IKEA continues to dominate the digital landscape with its website, ikea.com, and the IKEA app.

• Audience Trends: From Q3 to Q4 2024, ikea.com experienced fluctuations, peaking in November with over 90M visits. The monthly deduplicated audience remained stable, consistently above 6M, reflecting a balanced web and app presence.

• App Engagement: The IKEA app maintained a steady monthly active user base, exceeding 460K by December, indicating a robust mobile user base.

• Ad Spend & Channels: Monthly advertising expenditure decreased from approximately $480K in October to about $380K in December. Facebook and Instagram were the dominant channels, contributing to a significant portion of monthly impressions.

Vorwerk International & Co.

Vorwerk International & Co. engages its audience through vorwerk.com and the Die Thermomix Cookidoo App.

• Audience Trends: The website demonstrated a notable spike in November, with visits exceeding 1.8M. Unique visits also increased significantly, reflecting heightened interest.

• App Engagement: The app consistently attracted over 370K monthly active users by December, showcasing a growing preference for mobile engagement.

• Ad Spend & Channels: Advertising efforts were minimal, with monthly spend peaking at just under $500 in December. Instagram was the primary channel for impressions.

Philips Hue Smart Lighting

Philips Hue Smart Lighting extends its digital footprint through philips-hue.com and the Philips Hue app.

• Audience Trends: The website's unique visits surged in October, surpassing 88K, while the monthly deduplicated audience rose steadily, reaching over 460K by December.

• App Engagement: The app's monthly active users increased steadily, exceeding 187K by the end of the year, highlighting a strong mobile presence.

• Ad Spend & Channels: Monthly ad spend varied, peaking in November at approximately $57K. Facebook and Instagram dominated the ad channels, driving substantial impressions.

Conclusion

In Q4 2024, IKEA, Vorwerk, and Philips Hue demonstrated robust digital strategies in the Home & Garden Shopping category. Sensor Tower's comprehensive data reveals the intricate dynamics of web and app engagement, as well as advertising trends. With unique insights into cross-platform behavior, Sensor Tower remains an invaluable resource for understanding market movements and consumer preferences.

For more detailed insights, explore Sensor Tower's offerings, including Web Insights, App Performance Insights, and Pathmatics.