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SENSOR TOWER · ABRAHAM YOUSEF · SEPTEMBER 2024
MMM: Sensor Tower to launch Reddit advertising data offering; Mobile web and desktop traffic for Apple suggests sluggish sales for iPhone 16
Sensor Tower data shows declining interest in Apple's new products, with lower website traffic during the iPhone 16 pre-order launch compared to the previous year in the US, China and Japan. After Reddit's IPO earlier this year, all eyes are on the social media company, particularly around the monetization capabilities of its ad platform. ST data can be utilized to highlight top advertiser and vertical spend and impression trends on Reddit, which could be helpful in analyzing the company's performance.
Key Takeaways:
ST’s proprietary website data suggests that the iPhone 16 and Apple’s other new products announced at its recent annual event may not be stirring up as much interest as previous new product releases, which could weigh on future top-line performance. Weekly unique visitors on Apple.com in the US on mobile web and desktop during the week of the pre-order launch (9/9/2024) were down 8% and 14%, respectively, compared to the same week in the prior year (9/11/2023) when iPhone 15 pre-orders went live
This trend of declining consumer interest or demand for Apple’s new products wasn’t isolated solely to the US as weekly unique visitors on Apple.com in China and Japan, Apple’s third and fourth largest markets by sales, respectively, on mobile web and desktop during the iPhone 16 pre-order launch were down double-digits YoY
Reddit’s growth is currently outpacing top social networks, as global MAUs are up 16% YoY in 3Q24 QTD, compared to more marginal gains amongst the rest of the social cohort where MAUs averaged a 4% YoY increase, though Reddit’s mobile app user base is much smaller than its peers
Reddit also boasts the large number of visitors from desktop and mobile web devices, according to ST’s proprietary website panel data, as US desktop and mobile web visitors account for 58% and 29% of Reddit users in 3Q24 QTD, respectively
As of 2024 YTD, the top categories by US ad spend on Reddit include Financial Services (14%), Shopping (9%), and Health & Wellness (8%). Reddit is one of the only channels where Health & Wellness resides in the top three categories by ad spend
For more information, request the full report from reports@sensortower.com.
