Competitor Analysis

Definition

Competitor Analysis in ASO is the systematic study of competing apps' metadata, Keyword Research strategies, creatives, ratings, update frequency, and feature development to inform your app's positioning and optimization strategy.

Competitor analysis serves multiple purposes:

1. Identify whitespace: Find keywords and positioning that competitors are missing
2. Benchmark performance: Understand what rating, review quality, and update frequency are competitive norms
3. Anticipate moves: Track competitor updates and features to stay ahead of market trends
4. Inform strategy: Use competitor data to prioritize keyword targets, positioning, and features
5. Identify new competitors: Monitor which apps are emerging in your category

How It Works

Identifying Competitors

Primary competitors (direct substitutes):

• Apps targeting the same user need with similar mechanics
• Example for fitness app: MyFitnessPal, Fitbit, Strava, Apple Health

Secondary competitors (adjacent markets):

• Apps targeting related needs or user segments
• Example: nutrition app, smartwatch companion app, workout equipment app

Tertiary competitors (broader category):

• All apps in the category
• Example: all health & fitness apps

Key Metrics to Track

1. Metadata & Positioning

2. Performance Metrics

3. Review Analysis

4. Keyword Ranking

Which keywords is competitor ranking for?

• High-rank keywords (top 5): Core positioning, high-volume keywords
• Medium-rank keywords (6-20): Secondary positioning
• Long-tail keywords (21+): Niche positioning or ranking breadth

Tools for Competitor Tracking

Web-based app intelligence platforms:

• Sensor Tower: Keyword rankings, downloads, revenue estimates
• AppAnnie (data.ai): Similar to Sensor Tower; detailed analytics
• App Radar: ASO-focused keyword tracking and competitor comparison
• Mobile Action: Keyword research, ranking tracking
• Apptopia: Download estimates, demographics

Manual tracking:

• Bookmark key competitor apps
• Check weekly for new updates, rating changes, review sentiment shifts
• Note metadata changes (description, keywords, screenshots)

Google Sheets template: Build simple tracker with competitor names, current rating, rank, last update date, screenshot URLs

Competitive Strategy Development

1. Whitespace Analysis

Identify gaps in competitor positioning:

Example: Fitness category has 10K apps. Top competitors focus on:

• Gym workout tracking (MyFitnessPal, Fitbit)
• Running tracking (Strava, Garmin)
• General fitness community (Peloton)

Whitespace identified: No dominant app for "calisthenics at home" (workout with no equipment)

Your positioning: "Home workout app for calisthenics (no equipment needed)"

• Target keywords: "home workout," "calisthenics," "bodyweight exercises"
• Differentiation: Zero equipment required; guided routines; progress tracking

2. Keyword Differentiation

Identify keywords competitors ignore or under-rank:

Focus on keywords where you can rank #1-3 against weak competitor ranking. These are quick wins.

3. Feature Differentiation

Study competitor features and identify gaps:

Competitor feature inventory:

• MyFitnessPal: calorie tracking, food database, nutrition
• Fitbit: step tracking, heart rate, sleep
• Strava: social, leaderboards, route mapping
• Gap: no app emphasizes mobile-first workout videos + real-time form feedback

Your differentiation: "AI-powered real-time form feedback using device camera"

4. Review Sentiment Analysis

Extract insights from competitor reviews:

Top MyFitnessPal complaints (5-star reviews often mention "but missing..."):

• "Great app, but no offline mode"
• "Good tracking, but outdated UI"
• "Love it, but ads are intrusive"

Your opportunity: Build offline-first, ad-free experience, modern UI.

Monitoring Competitor Movements

Ongoing Tracking

1. Quarterly deep dives: Every 3 months, analyze competitor metadata, rating, ranking, and recent updates

1. Weekly quick checks: Scan top 10 competitors for updates, rating changes, review sentiment shifts

1. Alert on major moves: Set alerts for competitor updates, price changes, feature announcements

1. Track seasonal shifts: Monitor how competitors adjust positioning and keywords by season

Red Flag Signals

Best Practices

1. Track 5-10 closest competitors: Too many competitors = analysis paralysis. Focus on primary threats

1. Update tracking quarterly: Monthly is overkill; quarterly captures meaningful changes

1. Look for gaps, not copies: Analyze to find whitespace, not to copy competitor features directly

1. Balance competitor intelligence with innovation: Use competitor data to inform strategy, but innovate beyond competitive moves

1. Monitor sentiment, not just metrics: Review sentiment (what users love/hate) is more actionable than raw rating

1. Analyze multi-platform: Track iOS, Android, and Amazon Appstore. Positioning and strategy may differ by platform

1. Combine with your data: Compare competitor metrics against your own. Are your ratings competitive? Reviews detailed? Updates frequent?

Related Terms

• Keyword Research
• App Store Optimization (ASO)
• Conversion Rate
• Star Rating
• Retention Rate

Sources & Further Reading

• Sensor Tower: Competitor analysis tool and reports
• App Radar: Competitive intelligence and keyword tracking
• Mobile Action: Competitor benchmarking
• Data.ai: Market intelligence reports by category