Here's a startling fact: over 70% of mobile app downloads happen through category browsing rather than direct searches. That means most people discover apps by scrolling through specific categories in the App Store or Google Play Store. Yet most app developers spend all their time perfecting their app screenshots and descriptions whilst completely ignoring which category they're competing in.
Getting your app category wrong is like entering a marathon when you've trained for a sprint—you're simply not competing in the right race. I've watched brilliant apps with solid user bases struggle to gain traction because they were buried in oversaturated categories, whilst simpler apps flourished in perfectly chosen niches.
The difference between choosing the right category and the wrong one can mean the difference between 10,000 downloads and 100,000 downloads in your first month
App Store Category Optimisation isn't just about picking where your app sits; it's about strategic positioning that can make or break your app's success. Throughout this guide, we'll explore how to research category performance, avoid common selection mistakes, and position your mobile app for maximum visibility. Whether you're launching your first app or optimising an existing one, this ASO guide will give you the strategy you need to compete effectively in the app stores.
Understanding App Store Categories
When you submit your app to the App Store or Google Play Store, you're not just throwing it into one massive digital bucket—you're placing it into a carefully organised filing system. Think of app store categories as the different sections in a library; they help users find exactly what they're looking for without having to search through millions of apps.
Both major app stores use a hierarchical system with primary categories (like Games, Business, or Health & Fitness) and subcategories that drill down into more specific niches. The Apple App Store currently has 23 main categories, while Google Play has 48 categories and subcategories combined. Each category has its own unique characteristics, user expectations, and competition levels.
How Categories Work
Your app's category placement affects more than just where it appears in browsing—it influences your app's discoverability, the algorithms that promote it, and even how users perceive its quality and purpose. When someone searches for "fitness apps," they're typically browsing the Health & Fitness category, not searching through Entertainment or Productivity.
The main category types include:
- Primary category (mandatory—this is your app's main home)
- Secondary category (optional—gives you additional visibility)
- Content rating categories (age-appropriate groupings)
- Featured categories (special promotional sections)
Categories aren't set in stone either. You can change them with app updates, though this should be done strategically since it affects your ranking history and user expectations.
How App Store Categories Impact Your App's Success
Your app category choice can make or break your mobile app's performance in the store. I've seen brilliant apps struggle because they picked the wrong category, whilst mediocre ones thrived simply by being in the right place at the right time.
Categories directly affect your app's visibility through search results and browsing behaviour. When users search for "fitness tracker" they're more likely to find your app if it's properly categorised under Health & Fitness rather than buried in Lifestyle. The algorithm gives preference to apps that match both the search term and the expected category.
Discoverability and Competition Levels
Different categories have wildly different competition levels. Games and Social Networking are absolutely packed with apps fighting for attention, whilst niche categories like Medical or Navigation might have fewer competitors but more targeted users. This affects your ranking potential significantly.
Category placement also influences your app's credibility. Users expect certain types of apps in specific categories—putting a business productivity tool in Entertainment would confuse potential users and hurt conversion rates.
Check your competitors' category choices and rankings before making your final decision. Sometimes a slightly broader or narrower category can give you a competitive advantage.
Revenue and Monetisation Patterns
Each category has different user spending patterns and monetisation expectations. Here's what typically works best:
- Games: In-app purchases and ads perform well
- Productivity: Subscription models are widely accepted
- Entertainment: Freemium models with premium upgrades
- Business: One-time purchases or enterprise pricing
Understanding these patterns helps you align your monetisation strategy with user expectations in your chosen category.
Choosing the Right Primary Category
Right, let's get down to the nitty-gritty of picking your primary category. This isn't just about finding where your app fits—it's about finding where your app can win. I've seen brilliant apps disappear into the void because they chose the wrong category, and I've seen average apps succeed because they were smart about their placement.
Your primary category should match what users expect when they search for apps like yours. If you've built a fitness tracker, don't try to be clever and put it in 'Productivity' just because the competition is lighter. Users looking for fitness apps won't find you there, and productivity users won't want what you're offering.
Key Factors to Consider
When making this decision, you need to balance several factors:
- User expectations and search behaviour
- Competition levels within each category
- Your app's core functionality and purpose
- Download volume potential in different categories
- Your marketing budget and resources
The golden rule? Pick the category where your target users are most likely to browse and search. Competition is scary, but being invisible is worse. Sometimes it's better to be a small fish in the right pond than a big fish in the wrong one.
Secondary Categories and When to Use Them
Most developers overlook secondary categories completely—and that's a mistake that can cost you downloads. Think of your secondary category as a backup plan that gives your mobile app extra visibility in the app stores. It's not just an afterthought; it's a strategic decision that can open up new audiences you might not have considered.
The key to using secondary categories effectively is understanding when they actually help rather than confuse your positioning. If your app genuinely serves two distinct purposes, a secondary category makes perfect sense. A photo editing app that also functions as a social platform could benefit from being listed in both Photography and Social Networking categories.
When Secondary Categories Work Best
I've seen apps increase their organic discovery by 30% simply by adding the right secondary category. The sweet spot is when your app has clear dual functionality—not when you're trying to cast a wider net hoping for more downloads. A fitness app with strong social features, a productivity tool with gaming elements, or a business app with educational components all qualify for strategic secondary placement.
The best secondary categories feel natural to users discovering your app, not forced or confusing
Your ASO strategy should treat secondary categories as targeted expansion opportunities. They work best when there's genuine overlap between user needs and your app's core features, giving you authentic visibility in multiple relevant searches.
Category Performance Analysis and Research
Right, let's talk about something that separates the pros from the amateurs—actually researching your category before you commit to it. I can't tell you how many times I've seen developers pick a category based on gut feeling alone, only to discover later that they've walked into a bloodbath of competition or chosen a category that's deader than last week's fish and chips.
The good news is that there are tools to help you make smarter decisions. App store analytics platforms like App Annie, Sensor Tower, and Mobile Action can show you download volumes, revenue data, and competition levels for each category. These aren't free, but they're worth every penny if you're serious about your app's success.
Key Metrics to Track
- Average downloads per app in your target category
- Revenue potential and monetisation rates
- Number of new apps entering the category monthly
- Top-performing apps and their ranking patterns
- Seasonal trends and download spikes
- User retention rates by category
Don't just look at the numbers though—download the top 20 apps in your potential categories and actually use them. What features do they have? How do they monetise? What are users complaining about in reviews? This hands-on research often reveals opportunities that the data alone won't show you.
Optimising Your App Listing for Your Chosen Category
Once you've picked your category, the real work begins—making your app listing sing within that specific space. Each category has its own personality and user expectations, which means your listing needs to speak directly to those people browsing that particular section of the app store.
Your app title and description should use language that resonates with your category's audience. A productivity app needs crisp, professional copy that highlights efficiency benefits, whilst a gaming app can be more playful and exciting. The keywords you target should also reflect what users in that category are actually searching for—not just generic terms.
Study the top 10 apps in your category and note the common words and phrases they use in their titles and descriptions. This gives you insight into what language works for your audience.
Screenshots That Match Category Expectations
Your screenshots need to match what users expect from your category. Business apps should showcase clean interfaces and professional workflows, while entertainment apps can be more colourful and dynamic. Look at successful apps in your category—you'll notice they follow similar visual patterns that users have come to expect.
Don't forget that different categories have different conversion rates and user behaviours. Games often need more screenshots to tell their story, whilst utility apps might convert better with just a few focused images that clearly show the app's main function.
Common Category Selection Mistakes to Avoid
After helping hundreds of clients through the app store submission process, I've noticed the same category mistakes cropping up time and time again. The biggest one? Choosing a category based on what you think sounds impressive rather than what accurately describes your app's primary function.
I once had a client who insisted their simple task management app belonged in the "Productivity" category because it sounded more professional than "Utilities". The problem was their app was competing against powerhouse apps like Microsoft Office and Notion—apps with massive marketing budgets and established user bases. They would have performed much better in a less competitive category where they could actually get discovered.
Don't Chase the Popular Categories
Games and Social Networking might seem like obvious choices because they're popular, but popularity means competition. Unless your app genuinely fits and you have the resources to compete with the big players, you're setting yourself up for invisibility.
Avoid Category Hopping
Some developers think they can game the system by switching categories frequently to find better rankings. This approach backfires because it confuses the app store algorithms and makes it harder for users to understand what your app actually does. Pick the right category from the start and stick with it—your long-term success depends on consistency, not clever tricks.
Conclusion
After working with hundreds of mobile app launches over the years, I can tell you that getting your app store category right is one of those things that seems simple but can make or break your app's success. It's not just about picking something that sounds close enough—your category choice affects everything from who discovers your app to how it gets ranked in search results.
The beauty of app store category optimisation is that it's completely free to implement, yet most developers either rush through it or overthink it entirely. You don't need expensive tools or complicated ASO strategies to get this right; you just need to understand your users and do your homework on the competition.
What I've seen work time and time again is keeping it straightforward. Choose the primary category where your core users actually look for apps like yours—not where you think it might be easier to rank. Use secondary categories wisely to capture additional discovery opportunities, but don't spread yourself too thin. And always, always test your assumptions with real data rather than gut feelings.
The app stores are constantly evolving, but these fundamental principles of category selection remain solid. Focus on user intent, study your competition, and remember that the best category is the one where your ideal users are already searching.
