Leading Brands in Home & Garden Shopping Category: Q4 2023 Analysis

Introduction

In the competitive landscape of the Home & Garden Shopping category, brands such as Home Depot, Lowe's Home Centers, Inc., and Amazon Ring have carved out substantial digital presences in the United States. This article explores their performance from Q3 to Q4 2023, utilizing Sensor Tower's comprehensive data to analyze trends across websites, apps, and advertising channels.

Home Depot

Home Depot's digital footprint is marked by its website, homedepot.com, and the The Home Depot app.

• Audience Trends: From July to December 2023, homedepot.com experienced a decline in visits, from over 500M in July to approximately 370M in December. Despite this, the monthly true audience remained stable above 48M, peaking in November.

• App Engagement: The Home Depot app maintained a strong presence with monthly active users ranging from 13M to 14M throughout the quarter, with November seeing the highest engagement.

• Ad Spend & Channels: Monthly advertising expenditure decreased from over $27M in July to just under $14M in December, with Facebook and OTT channels being predominant.

Lowe's Home Centers, Inc.

Lowe's digital ecosystem includes lowes.com and the Lowe's Home Improvement app.

• Audience Trends: Visits to lowes.com dropped from around 364M in July to 244M in December. The monthly true audience remained consistent, hovering around 36M.

• App Engagement: The Lowe's app showed stability, with monthly active users slightly increasing from 9M in July to over 9M in December.

• Ad Spend & Channels: Monthly ad spend rose significantly in December, reaching over $20M. YouTube and OTT channels were key contributors to impressions.

Amazon Ring

Amazon Ring's digital presence is anchored by ring.com and the Ring - Always Home app.

• Audience Trends: Visits to ring.com increased from around 38M in July to over 46M in December. The monthly true audience also grew, reaching over 32M by year-end.

• App Engagement: The Ring app saw a steady rise in monthly active users, climbing from 27M in July to over 30M in December.

• Ad Spend & Channels: Monthly ad expenditures peaked in November at over $2M, with OTT and Facebook channels delivering the majority of impressions.

Conclusion

The Home & Garden Shopping category experienced dynamic shifts in Q4 2023, with each brand employing distinct strategies to engage their audiences. Sensor Tower's unparalleled insights into cross-platform user behavior provide businesses with the tools to better navigate and strategize in this competitive market. For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.