Leading Business & Industrials Brands in Spain: Q1 2024 Overview

In the dynamic landscape of Spain's Business & Industrials sector, several brands have distinguished themselves in Q1 2024. Repsol, MOEVE, and UPS have demonstrated significant online presences across their websites and apps. This article delves into their performance trends using data provided by Sensor Tower, highlighting how they leverage digital platforms to engage audiences effectively.

Repsol

Repsol is a global energy company known for its innovative approach to sustainable energy solutions. Its robust digital presence is evident through its website, repsol.com, and its app, Waylet. Pagos con el móvil.

• Audience Trends: The website recorded a decline in visits from 11M in January to just over 4M in March. Despite this, the true monthly audience remained stable, hovering around 4.6M to 4.8M throughout the quarter, indicating strong app engagement.

• App Engagement: The Waylet app saw a consistent increase in monthly active users, starting at 3.7M in January and reaching approximately 4M by March, reflecting a growing preference for mobile platforms.

• Ad Spend & Channels: Repsol's monthly ad spend saw a decline from about $164K in January to $120K in March, with Facebook and Instagram being the primary channels. Despite reduced spending, monthly impressions remained substantial, peaking at over 92M in February.

MOEVE

MOEVE, formerly known as CEPSA, is a key player in the energy sector, renowned for its commitment to innovation and sustainability. It has shown a strong digital footprint through its website, cepsa.com, and the Moeve app.

• Audience Trends: Website visits steadily increased from around 8M in January to over 8.5M in March. The true monthly audience also grew, with March figures nearing 770K, driven by web-only visitors.

• App Engagement: The Moeve app experienced fluctuations, starting with over 410K monthly active users in January, dipping in February, and rising to about 434K in March.

• Ad Spend & Channels: MOEVE increased its monthly ad spend significantly, from $65K in January to over $104K in March. Instagram was the dominant channel, delivering the highest monthly impressions each month.

UPS

UPS is a global leader in logistics, known for its reliable and efficient service. Its digital presence is anchored by its website, ups.com, and the UPS app.

• Audience Trends: Website visits decreased from nearly 4.8M in January to approximately 3.5M by March. The true monthly audience followed a similar trend, with March figures close to 278K.

• App Engagement: The UPS app witnessed a decline in monthly active users, from around 8.7K in January to 5.4K in March, indicating a preference for web use over mobile.

• Ad Spend & Channels: UPS's monthly ad spend was minimal, with a slight increase from $0 in January to nearly $1K in March. Facebook and Instagram were the primary channels, albeit with limited monthly impressions.

Conclusion

The Business & Industrials category in Spain has showcased distinct trends in Q1 2024. Repsol, MOEVE, and UPS have effectively utilized digital platforms to engage with their audiences, each exhibiting unique strengths across web and app channels. Sensor Tower's comprehensive data insights, through Web Insights, Pathmatics, and App Performance Insights, provide invaluable perspectives on these brands' digital strategies, highlighting the evolving landscape of cross-platform user engagement. By leveraging these insights, decision-makers can navigate the digital ecosystem with precision and foresight.