Leading Brands in the US Utilities Category: Q4 2024 Insights

In the competitive landscape of the US Utilities category, Q4 2024 has seen notable performances from leading brands such as Google Search, Chrome, and Quora. Utilizing Sensor Tower's robust data capabilities, we explore the audience trends, app engagement, and advertising strategies that have shaped these brands' success in this period.

Google Search

Google Search remains a dominant force in the Utilities category, with its vast digital reach across both web and app platforms.

• Audience Trends: The website, google.com, saw stable visits, with unique visits hovering around 300M each month. The monthly deduplicated audience remained consistently above 310M, with a slight increase towards the end of Q4.

• App Engagement: The Google app maintained over 90M monthly active users, indicating strong mobile engagement.

• Ad Spend & Channels: A noticeable spike in September's monthly ad spend, exceeding $14M, was followed by a dip in November. Significant channels included Facebook and TikTok, with OTT explained here also playing a role.

Chrome

Chrome's digital presence is characterized by its web dominance and steady app performance.

• Audience Trends: The website, chromewebstore.google.com, maintained unique visits around 20M monthly. The monthly deduplicated audience was stable, just below 225M.

• App Engagement: The Google Chrome app consistently engaged over 155M monthly active users, reflecting a strong mobile presence.

• Ad Spend & Channels: Monthly ad spend peaked in October, with desktop video being a significant channel. Overall spend remained modest compared to competitors.

Quora

Quora's dual-platform strategy with poe.com and quora.com continues to attract a dedicated audience.

• Audience Trends: quora.com maintained unique visits above 50M monthly, while poe.com experienced fluctuations, peaking in October.

• App Engagement: The Quora app saw a slight decline in monthly active users, ending the quarter with over 800K.

• Ad Spend & Channels: Quora's monthly ad spend was modest, with significant activity on Facebook and Instagram, particularly in August and October.

Conclusion

The insights provided by Sensor Tower highlight the unique cross-platform strategies employed by leading brands in the Utilities category. By offering unparalleled data through Web Insights, App Performance Insights, and Pathmatics, Sensor Tower empowers businesses to understand and leverage audience behavior across digital channels effectively. This comprehensive view is crucial for decision-makers aiming to optimize their digital strategies and achieve sustained growth.