Leading Brands in Spain's Home & Garden Shopping Category: Q1 2025 Insights

In the ever-evolving Home & Garden Shopping category, a few key players have emerged as leaders in Spain during Q1 2025. Leveraging comprehensive data from Sensor Tower, we delve into the performance and trends of IKEA, Verisure (Securitas Direct), and Zara Home. This analysis covers web and app data, advertising spend, and audience engagement, offering a detailed look at the digital presence of these brands.

IKEA

IKEA maintains a robust digital footprint with its ikea.com website and the IKEA app.

• Audience Trends: From Q4 2024 to Q1 2025, ikea.com experienced fluctuating traffic, with a peak in January 2025 at over 8M visits. The monthly deduplicated audience remained stable above 5M across the quarter, with web visitors consistently outnumbering app users.

• App Engagement: The IKEA app saw a slight increase in monthly active users in January 2025, reaching over 400K, before stabilizing around 375K.

• Ad Spend & Channels: Monthly advertising spend peaked in January 2025 at approximately $220K, primarily through Facebook and Instagram, which together accounted for most impressions.

Verisure (Securitas Direct)

Verisure's digital strategy includes both its securitasdirect.es website and the My Verisure app.

• Audience Trends: The website saw a significant spike in March 2025, with visits more than doubling compared to the previous months. The monthly deduplicated audience remained around 1.1M, with a dominant app audience.

• App Engagement: My Verisure app showed stable engagement, maintaining around 430K monthly active users, with a slight dip in March.

• Ad Spend & Channels: Monthly advertising spend in March 2025 reached over $130K, with Facebook and Instagram being the primary channels, delivering significant impressions.

Zara Home

Zara Home captures its audience through zarahome.com and the Zara Home app.

• Audience Trends: Website visits decreased steadily from October 2024 to March 2025. The monthly deduplicated audience was consistently above 750K, with web users dominating.

• App Engagement: The app maintained a modest monthly active user base, fluctuating around 50K.

• Ad Spend & Channels: Zara Home's monthly ad spend remained minimal, with a slight increase in impressions on Instagram in March 2025.

Conclusion

Sensor Tower's data provides an unparalleled view of cross-platform user behavior in the Home & Garden Shopping category. By examining web and app interactions alongside advertising data, we gain a comprehensive understanding of how leading brands like IKEA, Verisure, and Zara Home engage their audiences. Sensor Tower's unique offering, featuring Web Insights, App Performance Insights, and Pathmatics, is essential for businesses aiming to enhance their digital strategies. This consolidated data empowers decision-makers with insights necessary to drive growth and maintain competitive advantage in the digital marketplace.