Digital 100 Consumer Electronics Winner: Grover

Gadgets, gizmos, robots, and home automation remain in demand

The Digital 100 Consumer Electronics sector shows consumers continue to have demand for the newest technology, in phones and other digital devices, home automation, portable power, robotics and 3D printing. The fastest-growing consumer electronics site was grover.com, an electronics rental company, perhaps showing consumers want expensive electronics, but have become somewhat more price-conscious in their spending patterns.

Consumer Electronics is one of 10 key categories that make up the annual Similarweb Digital 100 ranking of the fastest-growing companies on the web. The ranking is based on desktop and mobile web traffic from within the United States (see also the reports for the U.K., Germany, France, and Japan, with one for Australia to follow.

Key takeaways

• grover.com saw 354% growth in web traffic in 2022, as consumers look to offset higher costs in other areas by renting electronics rather than buying.
• Second place winner ecoflow.com (217% growth) provides portable power to homes, potentially benefiting from concern over more volatile weather patterns around the U.S.  Third place was playbackbone.com (102% growth) a maker of gaming controllers.
• Emerging trends seem to be home automation and electronics with names like wellbots.com (fourth place, smart products, 75% growth), zmodo.com (fifth place, security cameras 56% growth), govee.com (sixth place, home lighting, 54% growth), prusa3d.com (seventh place, 3d Printing 43% growth), projectorscreen.com (eighth place, home theater, 41% growth) and thehometheaterdiy.com (tenth place, home theater, 35% growth) showing that consumers continue to want technology in and around their homes.
• Well-known consumer electronics trade-in site Gazelle.com came in ninth place with 36% growth and was the largest website on the list with total visitors of 8.0 million in 2022.

The Fastest-Growing Digital Consumer Electronics Companies

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Overall trends in consumer electronics include devices, home automation and high-tech home

Trends emerging from the Similarweb Digital 100 consumer electronics space include the continued desire for high-tech gadgets, coupled with a do-it-yourself flair and a sensitivity to price. Grover.com, the fastest growing consumer electronics company in the U.S., rents gadgets like cell phones and tablets for as long as you want, and you can trade them in when you tire of them, allowing you to have access to high tech for a lower cost than purchasing. Other names in the space highlight do-it-yourself, and home technology, including home portable power, robotics, lighting, 3D printing, and home theater. You can see the list of winners in the below table, with their corresponding year-over-year growth rates.

In terms of growth rate, Grover.com’s growth was sharply above the pack with 354% annual growth. But in terms of size, Gazelle (ninth place in overall growth rate), with 8.0 million total visitors in 2022, was the largest domain on the list.

Grover leads consumer electronics with home automation trending

The winner in the consumer electronics space was grover.com, which saw 354% web traffic growth in 2022. This site allows you to rent leading consumer electronics like iPhones, PlayStation 5, laptops, and other electronics that you can rent and return when you want to. This is in line with trends towards price sensitivity and frugality, as consumers may want expensive electronics, but want to lower costs at the same time.

Notably, grover.com gets a higher percentage of its traffic from paid search at 19% with display ads at 14% of traffic also making a big contribution. This indicates that Grover is paying a high price for its web traffic. Direct search was the largest contributor to overall traffic at 37%, with organic search at 22%, social media at 4%, referral traffic at 3%, and email at 1%.

In terms of demographics, the site skews male at 67% of traffic, with the largest age categories 25-34 year olds at 29% of traffic followed by 18-24 year olds at 25% of traffic

More from the Digital 100

For more details, visit the Similarweb Insights blog for posts on individual categories. A series of infographics are also available for the media and use on social media.

Eligibility criteria: The rankings are based on industry categories Similarweb tracks on an ongoing basis, ranked based on year-over-year change in their total traffic for 2022 over 2021. To qualify for the U.S. ranking, a domain had to average at least 100,000 monthly views for 2022 and 50,000 for 2021. Domains that had no measurable traffic at the beginning of 2021 were also eliminated.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Contact: For more information, please write to press@similarweb.com.

Citation:  Please refer to Similarweb as a digital intelligence platform. If online, please link back to www.similarweb.com or the most relevant blog post.

Report By: Jim Corridore, Senior Insights Manager

Methodology

Disclaimer: All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.