Leading Brands in Spain's Home & Garden Shopping Category: Q2 2024 Insights

Introduction

In the ever-evolving landscape of home and garden shopping in Spain, three brands have emerged as leaders in Q2 2024: IKEA, Verisure (Securitas Direct), and Zara Home. Through comprehensive data provided by Sensor Tower, we can explore their performance across websites, apps, and advertising channels. Sensor Tower’s unique cross-platform insights offer an unparalleled view into user behavior, combining metrics from Web Insights, Pathmatics, and App Performance Insights.

IKEA

IKEA's digital presence remains robust, with its website ikea.com and the IKEA app.

• Audience Trends: From Q1 to Q2 2024, ikea.com saw fluctuating visits, peaking in March at over 73M before declining to about 51M in June. The monthly true audience remained above 4M throughout the quarter, with a notable decrease in app-only visitors from over 1M in January to approximately 850K in June. Web-only visitors consistently outnumbered app users.

• App Engagement: Monthly active users of the IKEA app hovered around 1.4M in the early months, dropping to approximately 1.2M by June, indicating a shift in user engagement.

• Ad Spend & Channels: IKEA's advertising efforts were significant, with monthly ad spend peaking at over $339K in April. Facebook dominated the channels, delivering the majority of impressions, while TikTok showed varied engagement.

Verisure (Securitas Direct)

Verisure's presence is marked by its website securitasdirect.es and the My Verisure app.

• Audience Trends: The website saw stable visits, with a notable increase in March to over 3.7M. Monthly true audience figures were steady, surpassing 1M in June. The app-only visitors formed the majority of the audience, highlighting a strong mobile preference.

• App Engagement: The My Verisure app experienced growth in monthly active users, starting at around 835K in January and rising to approximately 970K in June.

• Ad Spend & Channels: Verisure's monthly ad spend was consistent, with a peak in May at about $74K, primarily through Facebook, which accounted for the highest impressions.

Zara Home

Zara Home's digital strategy includes its website zarahome.com and the Zara Home app.

• Audience Trends: Visits to zarahome.com fluctuated, with a high in March of over 12M visits. The monthly true audience remained around 750K by June. Web-only users consistently outnumbered app users.

• App Engagement: Monthly active users of the Zara Home app showed a decline from 276K in January to about 254K in June, reflecting a shift in user engagement patterns.

• Ad Spend & Channels: Zara Home's advertising was minimal, with sporadic monthly spending across channels, peaking at just over $1K in April, predominantly through Facebook.

Conclusion

The data from Q2 2024 highlights the dynamic nature of home and garden shopping in Spain, with IKEA, Verisure, and Zara Home leading the charge. Sensor Tower’s detailed insights provide a comprehensive view of each brand's digital footprint, emphasizing the importance of cross-platform analysis in understanding consumer behavior. As the market continues to evolve, these insights will be crucial for brands aiming to maintain their competitive edge. By leveraging Sensor Tower’s consolidated data, decision-makers can make informed strategic choices to drive growth and innovation.