Leading Insurance Brands in the US: Q4 2024 Analysis

Introduction

As the insurance industry continues to evolve, understanding digital presence and user engagement across platforms is crucial. In this article, we explore the performance of three leading insurance brands—Progressive, State Farm, and Kaiser Permanente—from Q3 to Q4 2024. Using data from Sensor Tower, we delve into audience trends, app engagement, and advertising strategies to provide a comprehensive overview.

Progressive Mobile App

Progressive's digital footprint is significant, encompassing its website, progressive.com, and the Progressive Mobile App.

• Audience Trends: The monthly deduplicated audience remained stable, consistently above 15M throughout the quarter. Notably, there was an increase in web visits in December, reaching over 70M.

• App Engagement: The app maintained a steady monthly active user base, with active users peaking at over 5.6M in October.

• Ad Spend & Channels: A significant ad campaign was executed in November on Instagram, with monthly spending reaching approximately $173K, generating over 19M impressions.

State Farm Mobile App

State Farm's presence is well-established, with its website, statefarm.com, and the State Farm Mobile App.

• Audience Trends: The monthly deduplicated audience saw fluctuations, with a noticeable increase in December, reaching nearly 9.6M. Web visits also increased marginally to over 43M.

• App Engagement: The app experienced a significant rise in monthly active users in December, surpassing 2.4M.

• Ad Spend & Channels: State Farm increased its advertising efforts on YouTube, with monthly spending reaching around $40K in December, delivering over 24M impressions.

Kaiser Permanente

Kaiser Permanente's digital strategy includes its websites, kaiserpermanente.org and kaiserpermanentejobs.org, along with the Kaiser Permanente App.

• Audience Trends: The main site maintained a strong presence with consistent monthly unique visits around 5M. The jobs website showed a decline in visits in December, dropping below 1M.

• App Engagement: The app's monthly active user base remained stable, hovering around 700K.

• Ad Spend & Channels: Kaiser Permanente had a robust advertising strategy, with a total monthly spend of over $4.7M in December. Facebook and Instagram were key platforms, with impressions exceeding 150M.

Conclusion

Sensor Tower's comprehensive data analysis reveals distinct strategies and engagement patterns across leading insurance brands. By leveraging Sensor Tower's Web Insights, App Performance Insights, and Pathmatics, businesses can gain unparalleled insights into cross-platform user behavior and optimize their digital strategies effectively. Explore our products and services to discover how we can support your strategic decisions.