Leading Brands in ES: Computers & Consumer Electronics Category Q1 2024

Introduction

In the dynamic realm of Computers & Consumer Electronics, specific brands have distinguished themselves in audience engagement across both websites and apps. This article delves into the performance and trends of three prominent brands: Back Market, Hewlett-Packard (HP), and PC COMPONENTES, from Q4 2023 to Q1 2024. Sensor Tower’s comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide a unique lens into these brands’ digital footprints.

Back Market

Back Market's digital presence is robust, supported by its website and Back Market - Buy & Sell tech app.

• Audience Trends: From Q4 2023 to Q1 2024, backmarket.com saw fluctuations in visits, peaking at 15M in November and stabilizing around 14M by March. The true monthly deduplicated audience remained above 1.8M throughout the quarter.

• App Engagement: The app experienced a steady increase in monthly active users, peaking at 260K in February before slightly decreasing in March.

• Ad Spend & Channels: Back Market’s monthly ad spend grew consistently, reaching over $700K in March. Instagram was the dominant channel, delivering substantial impressions, while Facebook also contributed significantly.

Hewlett-Packard (HP)

HP’s digital ecosystem includes hp.com and the HP Smart app.

• Audience Trends: The website visits showed a rise in March, reaching nearly 4.7M. The true monthly deduplicated audience remained stable, averaging around 1.2M.

• App Engagement: The HP Smart app maintained a consistent monthly active user base, peaking at 280K in January.

• Ad Spend & Channels: HP’s monthly ad spend was highest in October at $147K, with Facebook being the primary channel for impressions. A slight focus shift to Instagram was observed in subsequent months.

PC COMPONENTES

PC COMPONENTES thrives with its website and PcComponentes Ofertas Tech app.

• Audience Trends: The website’s visits peaked at 17M in November, with a decline to around 6.7M by March. The true monthly deduplicated audience remained above 500K throughout the period.

• App Engagement: The app’s monthly active users were stable, hovering around 30K in March.

• Ad Spend & Channels: PC COMPONENTES had a significant monthly ad spend in November at $310K, with Facebook and Instagram being the primary channels for ad impressions.

Conclusion

The data from Sensor Tower highlights the dynamic engagement strategies employed by Back Market, HP, and PC COMPONENTES across web and app platforms. These insights underscore the importance of cross-referencing web, app, and advertising data to understand consumer behavior in the Computers & Consumer Electronics category. Sensor Tower remains unmatched in providing this breadth of data, essential for brands looking to navigate the digital landscape effectively.