MMM: Web users spent less time on Instacart.com in August 2023

Key Takeaways:

• According to ST’s proprietary device panel, web users spent an average of 4 mins/day and 9 sessions/day on instacart.com in Aug’23, down 39% and 21%, respectively, compared to Jan’23. Similarly, ST’s mobile device panel data indicated that daily average time spent and sessions on the Instacart mobile app in Aug’23 were down 5% and 1%, respectively, compared to Jan’23

  • Falling average time spent and sessions on Instacart both on the web and on the mobile app could indicate consumers are being squeezed by delivery fees or it could be indicative of seasonal trends as consumers presumably are more engaged at the beginning of the year (Jan’23) when they are more keen on ordering groceries and doing their own cooking in lieu of eating out

• From Mar’20-Dec’20, Calm’s MAUs surged, up an average of 46% YoY, with competitors experiencing similar upticks including Meditopia (185%) and Daily Yoga (34%), driven by outsized, pandemic-driven demand for meditation apps

  • Global downloads also increased ~20% YoY in 2020 for Calm, although Mediatopia exhibited the largest surge, up 200% YoY

• As of 1H23, Calm is still investing heavily in digital ads, accounting for ~90% of US ad spend across the two companies. While Calm’s ad spend decreased 40% YoY in 1H23, the decline was far less than competitor Headspace, which drastically cut spending by 95% YoY

  • Analyzing ad spend by both companies in Europe (France, Germany, Italy, Spain, and the United Kingdom) indicates that Calm outspent Headspace by over 100% in 1H23

For more information, request the full report from reports@sensortower.com.