Leading Brands in Family & Parenting Shopping: Q4 2024 Insights

Introduction

In the dynamic Family & Parenting Shopping category, select brands have distinguished themselves in Q4 2024 with impressive monthly deduplicated audiences across their websites and apps. This article highlights the performance of LEGO Life, D&D Beyond, and Owlet Baby Care, Inc., showcasing trends from Q3 to Q4 2024. Sensor Tower provides unparalleled insights into these trends through its comprehensive data offerings.

LEGO Life

LEGO Life's presence is anchored by its website, lego.com, and the LEGO® Life: kid-safe community app.

• Audience Trends: The website experienced substantial traffic in Q4, with visits peaking in November at over 255M. The monthly deduplicated audience consistently remained above 20M throughout the quarter, indicating strong web engagement.

• App Engagement: The app saw a decline in monthly active users, dropping from over 74K in July to approximately 42K in December, suggesting a shift in user preference towards web usage.

• Ad Spend & Channels: LEGO Life's advertising activity was minimal, with only a brief Instagram campaign in July, spending around $168 with 22K impressions.

D&D Beyond

D&D Beyond is accessible through its website, dndbeyond.com, and the D&D Beyond app.

• Audience Trends: The website maintained a stable user base with monthly unique visits around 3M. The monthly deduplicated audience remained above 3.6M, with a notable increase in web and app visitors in December.

• App Engagement: Monthly app active users remained steady, averaging around 230K, with a slight dip in December.

• Ad Spend & Channels: D&D Beyond had a robust advertising presence, with monthly spending exceeding $1.9M in Q4. Facebook and Instagram were significant channels, with impressive impressions surpassing 100M.

Owlet Baby Care, Inc.

Owlet Baby Care's digital footprint includes owletcare.com and the Owlet Dream app.

• Audience Trends: The website saw fluctuating visits, peaking in November with over 700K visits. The monthly deduplicated audience remained stable, hovering around 800K.

• App Engagement: The Owlet Dream app maintained a strong monthly active user base, consistently above 1.1M, reflecting a robust mobile preference.

• Ad Spend & Channels: Owlet’s advertising spend varied, peaking at nearly $147K in November. Facebook was the dominant channel, delivering the majority of impressions.

Conclusion

These brands demonstrate varied strategies and user engagements across web and app platforms. Sensor Tower's insights provide a critical understanding of cross-platform behavior, essential for navigating the Family & Parenting Shopping category. With resources like Web Insights, Pathmatics, and App Performance Insights, businesses can gain unparalleled visibility into market trends. This data empowers decision-makers to strategize effectively, leveraging Sensor Tower's comprehensive analytics to stay ahead in a competitive landscape.