Leading Brands in the GB Energy & Utilities Sector Q4 2024: A Sensor Tower Analysis

Introduction

In the competitive landscape of the Energy & Utilities sector, British Gas, Hive (Centrica Hive Limited), and Electricite de France (EDF) have emerged as leading brands in Great Britain during Q4 2024. Sensor Tower's comprehensive data, spanning from Q3 to Q4 2024, provides unique insights into the performance and trends of these brands across their websites and applications. This article delves into audience trends, app engagement, and advertising strategies, illustrating how these brands maintain their positions in the market.

British Gas

British Gas is a well-established provider of energy services, known for its commitment to customer satisfaction and innovation. Its digital presence is anchored by its website, britishgas.co.uk, and the British Gas app.

• Audience Trends: The website consistently attracted over 2M unique visitors monthly. Notably, there was a significant spike in web visits in November, reaching over 30M. The true monthly audience fluctuated, peaking at over 3.9M in October.

• App Engagement: The app's monthly active users remained stable, averaging around 260K. Despite a slight decline towards December, the app maintained a robust presence.

• Ad Spend & Channels: British Gas's monthly advertising expenditure peaked in October at over $1.8M, with Facebook and Instagram being primary channels. Impressions also saw a significant increase in October, exceeding 250M.

Hive (Centrica Hive Limited)

Hive, known for its smart home solutions, operates through its website, hivehome.com, and the Hive app.

• Audience Trends: The website saw a steady increase in visits, peaking at over 1.5M in November. The true monthly audience reached over 2.1M in the same month, driven by a significant number of app users.

• App Engagement: The app experienced substantial growth, with monthly active users rising from 300K in July to over 660K in December, indicating a strong shift towards mobile engagement.

• Ad Spend & Channels: Hive's monthly ad spend saw a dramatic increase in October, exceeding $770K, with Instagram as a key channel, delivering significant impressions.

Electricite de France (EDF)

EDF, a major player in the energy sector, supports its digital reach with its website, edfenergy.com, and the EDF UK app.

• Audience Trends: The website maintained a strong presence with unique visits peaking at over 1.1M in October. The true monthly audience consistently hovered around 1.4M in Q4.

• App Engagement: The app's monthly active user base remained stable, averaging around 75K throughout the quarter.

• Ad Spend & Channels: EDF's monthly advertising spend was relatively stable, with a notable peak in October at over $150K. Facebook was the dominant channel, contributing to significant impressions.

Conclusion

The Energy & Utilities sector in Great Britain continues to be competitive, with British Gas, Hive, and EDF leading the way. Sensor Tower's unparalleled data insights reveal how these brands strategically leverage web and app platforms to engage audiences. By cross-referencing web, app, and advertising data, Sensor Tower provides critical insights into cross-platform user behavior, essential for brands aiming to enhance their digital presence.

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