Leading Brands in the U.S. Home & Garden Shopping Category: Q4 2024 Insights

Introduction

In the dynamic world of Home & Garden shopping, three brands stand out in the U.S. market: Home Depot, Lowe's Home Centers, Inc., and Amazon Ring. This article explores their performance from Q3 to Q4 2024, focusing on monthly audience trends, app engagement, and advertising strategies. Sensor Tower provides the comprehensive data that enables this cross-platform analysis, highlighting the interplay between web and mobile presence.

Home Depot

Home Depot's digital presence is robust, featuring its website, homedepot.com, and the The Home Depot app.

• Audience Trends: From Q3 to Q4 2024, homedepot.com maintained a stable monthly audience, with visits peaking in November at over 450M. The monthly true audience remained above 50M throughout the quarter, indicating a strong web presence.

• App Engagement: The Home Depot app saw a consistent rise in monthly active users, peaking at around 17M in November, suggesting increasing mobile engagement.

• Ad Spend & Channels: Home Depot's monthly ad spend was significant, with notable investments in OTT and Facebook channels. December saw a decrease, but impressions remained above 2B monthly, indicating effective reach.

Lowe's Home Centers, Inc.

Lowe's digital footprint includes the website, lowes.com, and the Lowe's Home Improvement app.

• Audience Trends: Traffic on lowes.com grew steadily, with visits surpassing 280M in December. The monthly true audience increased slightly to over 37M, showcasing a balanced web and app interaction.

• App Engagement: The Lowe's app saw a peak in monthly active users in November at over 11M, highlighting a seasonal increase in mobile usage.

• Ad Spend & Channels: Lowe’s monthly ad expenditure rose in Q4, with significant allocations to OTT and Facebook. Impressions peaked in November at over 1.4B, driven by strategic channel diversification.

Amazon Ring

Amazon Ring's presence is marked by its website, ring.com, and the Ring - Always Home app.

• Audience Trends: Ring.com experienced a notable increase in traffic, with visits exceeding 60M in October. The monthly true audience grew steadily, reaching over 36M by December.

• App Engagement: The Ring app maintained strong engagement, with monthly active users peaking at around 34M in December, reflecting consistent mobile usage.

• Ad Spend & Channels: Ring's monthly advertising spend showed a marked increase in December, particularly in OTT and Instagram, with impressions nearing 300M, indicating effective targeting strategies.

Conclusion

Home Depot, Lowe's, and Amazon Ring have each demonstrated unique strategies in the Home & Garden shopping category, leveraging both web and app platforms effectively. Sensor Tower’s unparalleled data insights have been instrumental in uncovering these trends, offering a comprehensive view of cross-platform user behavior. For those looking to delve deeper into web and app interactions, Sensor Tower's Web Insights and App Performance Insights provide invaluable resources.