How to benchmark your app with mobile app competitor analysis
By Bonnie Yu
Recently we released an updated Starter plan, so you get all the key app statistics you need to understand the app economy and benchmark yourself against your competitors at an affordable price. Today we share examples and show how to benchmark apps using our Starter Plan reports to do mobile app competitor analysis.
Why benchmark your app metrics with mobile app competitor analysis?
There are many reasons to benchmark your app. Benchmarking your app can help you:
- Define success for your app. E.g. How many downloads and active users are a realistic goal for your mobile app? How many downloads does it take to be a top app in my category? Is there more room for your app to grow?
- Help you find feature ideas to drive engagement. E.g. How much time do users spend on competitor apps? If they are spending more time, what kind of features might be driving this behavior?
- Understand what type of monetization models are most effective. E.g. Which apps are doing well in driving in app revenue? How much revenue per monthly active user are these competitor apps making?
With only a few clicks, SurveyMonkey Intelligence’s Downloads, Revenue, Monthly/Weekly Active User, and Monthly/Weekly Engagement reports can tell you just that.
Analyze competitor app downloads to guide your marketing strategies and goals
Let’s take a peek into the world of strategy games to see how this works in practice. Clash of Clans and Mobile Strike are two popular games these past few years; both have been featured in app stores.
In May, Mobile Strike received ~35k downloads a day, ~10k more downloads a day than Clash of Clans. MachineZone, Mobile Strike’s developer, spends millions on marketing and even has Arnold Schwarzenegger promoting the game during the Super Bowl! It seems that Mobile Strike’s marketing efforts is translating to downloads. Is it worth replicating Mobile Strike’s marketing strategy?
Benchmark active usage metrics to determine growth potential
Naturally one might conclude Mobile Strike is the bigger app; it has more downloads. But this is the not case. Clash of Clans has 6x more weekly active users than Mobile Strike. Mobile Strike only has ~1.2M a day. This clearly indicates that downloads doesn’t necessarily translate to active users; buying a Super Bowl ad isn’t necessary to have a successful app.
As an up and coming mobile game publisher, you can also use this data to set download and active user goals. Clash of Clans has ~7.2M WAU a day with ~25k downloads. As an example, one simple approach is to aim for X% of downloads and weekly active users (WAU) as Clash of Clans. You can set a goal of 20% downloads/WAU as Clash of Clans, ~3.5k downloads and ~1.08M active users. This is a great way to start measuring the success of your apps.
Identify app competitors with stickiness to reveal best practices for app engagement
How can Clash of Clans have so many more active users than Mobile Strike?
If we review the Average Days Used Per Month and Weekly Engagement (DAU/WAU) report, it’s clear Clash of Clans does a better job keeping its users coming back. A typical Clash of Clan user will use the app ~10 days in a month whereas Mobile Strike’s users only come back ~5 days a month. Clash of Clans also has ~56% weekly engagement ratio whereas Mobile Strike has only about ~36%.
This suggests Clash of Clans is a stickier app. So even if Clash of Clans has fewer downloads over time it continues to maintain a big user base and dominates Mobile Strike in terms of active users. Clash of Clans is a great app for mobile game publishers to learn about features to improve engagement.
Find monetization opportunities with competitive revenue analysis
But what about revenue? How much revenue are these mobile apps making?
Our Revenue report, shows that Mobile Strike’s revenue is slightly higher than Clash of Clans. On average Mobile Strike makes ~$1.3M a day whereas Clash of Clans makes about ~$1.18M. The key takeaway here is that Mobile Strike has designed a game that gets their users to spend a lot more money than Clash of Clans, and it would be worthwhile to review Mobile Strike’s in-app purchasing strategy.
Turn these competitive insights into a mobile app plan
After reviewing a combination of reports for this mobile app competitor analysis, we learned:
- Clash of Clans and Mobile Strike, two mobile strategy games, get on average ~25k to ~35k downloads a day.
- Clash of Clans is a great place to learn about features to increase user engagement.
- Mobile Strike has a very effective monetization strategy
Downloads is a common metric offered by mobile app intelligence providers, but only looking at downloads would give us a limited perspective of the two apps and of the strategy game space. In this article, we leveraged Download, Revenue, Weekly Active user, Average Days Used Per Month, and Weekly Engagement data. When benchmarking an app, it’s important to leverage a mix of reports to fully understand the app.
This is why our Starter Plan includes a slew of reports. Aside from the above reports, our starter plan provides Demographic reports (Gender, Age, Income, Education), Monthly Engagement, Weekly, Average Time Per Day, and many more to augment your analysis.
This post originally appeared on July 7, 2016 on the blog of SurveyMonkey Intelligence, a competitive intelligence product for mobile apps.