Top Brands in the UK Hobbies/Interests Shopping Category: Q4 2024 Insights

Introduction

In the ever-evolving landscape of hobbies and interests shopping in the UK, several brands have established themselves as leaders in Q4 2024. This article delves into the performance and trends of three prominent brands: Hobbycraft Trading, FREEPIK COMPANY, S. L., and Giphy, Inc. Sensor Tower’s comprehensive data offers unparalleled insights into their web and app presence, audience engagement, and advertising strategies.

Hobbycraft Trading

Hobbycraft is renowned for its extensive range of arts and crafts supplies, available through its website hobbycraft.co.uk and the Hobbycraft: Shop Arts & Crafts app.

• Audience Trends: Monthly true audience numbers remained robust, peaking at over 1.4M in December. The website saw consistent growth, with monthly visits exceeding 6M in November.

• App Engagement: The app maintained a steady monthly active user base, with active users recovering to over 600K in December after a dip in November.

• Ad Spend & Channels: Monthly advertising expenditure decreased from over $850K in October to around $380K in December, with Facebook being the dominant channel.

FREEPIK COMPANY, S. L.

FREEPIK is known for its vast collection of graphic resources, highlighted by its websites flaticon.com and freepik.com, alongside the Freepik: Design & edit with AI app.

• Audience Trends: Freepik.com maintained a stable monthly true audience, with numbers hovering around 470K in October and rising to 490K in December.

• App Engagement: The app had a modest increase in monthly active users, reaching nearly 2K by December.

• Ad Spend & Channels: Advertising saw varied monthly spending, with the most significant activity on X (formerly Twitter), accounting for over 7K impressions in December.

Giphy, Inc.

Giphy is a leading platform for GIFs and animated stickers, marked by its website giphy.com and the GIPHY: GIFs, Stickers & Clips app.

• Audience Trends: The website maintained a steady monthly true audience of around 350K across the quarter, with slight fluctuations in visits.

• App Engagement: The app's monthly active user base was fairly stable, with a slight dip from 115K in October to 105K in December.

• Ad Spend & Channels: Notably, Giphy did not engage in advertising within this category during Q4 2024.

Conclusion

The data from Q4 2024 reveals the dynamic nature of the hobbies and interests shopping category in the UK. Each brand showcased unique strengths across web and app platforms. Sensor Tower's extensive data offerings provide critical insights into these trends, underscoring its role as a leader in cross-platform user behavior analysis. For more detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics products.