Leading Brands in Canada's Business & Industrials Category: Q1 2024 Overview

In the competitive landscape of Canada’s Business & Industrials category, three brands have emerged as leaders in Q1 2024: UPS, Hydro Quebec, and Purolator Inc. By examining data from Sensor Tower, we gain insights into their digital performance across websites and apps, as well as their advertising strategies.

UPS (United Parcel Service of America, Inc)

UPS maintains a significant digital presence through its websites, theupsstore.com and ups.com, along with the UPS app.

• Audience Trends: The ups.com site saw a consistent monthly audience with 8M visits in January, slightly dipping to 6.8M in February, and rebounding to 7.5M in March. Theupsstore.com followed a similar pattern, maintaining visits around 750K in March.

• App Engagement: The UPS app had stable monthly active users, hovering over 51K throughout the quarter, indicating a steady mobile user base.

• Ad Spend & Channels: UPS significantly increased its monthly advertising expenditure in March, with a spend of over $82K, primarily targeting Instagram, resulting in 23M impressions.

Hydro Quebec

Hydro Quebec’s digital reach is anchored by its website, hydroquebec.com, and the Hydro-Québec app.

• Audience Trends: The website experienced fluctuating monthly visits, peaking at 5.2M in February. The true monthly audience remained above 750K for the entire quarter, showing a consistent web presence.

• App Engagement: Monthly app users decreased from 328K in January to 269K in March, suggesting a shift in user engagement patterns.

• Ad Spend & Channels: Hydro Quebec’s monthly ad spending peaked in February with $16K in spend, predominantly on LinkedIn, achieving over 7.5M impressions.

Purolator Inc.

Purolator Inc. leverages its website, purolator.com, and the Purolator app to engage its audience.

• Audience Trends: The website maintained a steady monthly user base, with visits around 4.1M in March. True monthly audience figures were consistent, averaging 500K across the quarter.

• App Engagement: The Purolator app had a small but stable monthly active user base, with users decreasing slightly to 1.5K by March.

• Ad Spend & Channels: Purolator’s monthly ad spend decreased over the quarter, starting at $26K in January and dropping to $3.9K in March, focusing primarily on Facebook and Instagram.

Conclusion

These brands exemplify robust digital strategies that leverage both web and app platforms to maintain their leading positions in Canada’s Business & Industrials category. Sensor Tower’s comprehensive data, available through Web Insights, App Performance Insights, and Pathmatics, provides unparalleled insights into these cross-platform user behaviors, crucial for understanding market dynamics. This data empowers decision-makers to make informed strategic choices, ensuring sustained growth and competitive advantage.