Analysis of 8 000 ASOS app reviews show that the user happiness is fading


ASOS is a British fashion retailer that sells over 850 brands as well as its own range of clothes and accessories. Our analysis shows that while people are very happy with the simplicity of using the ASOS app, it seems that the user content is declining.

What do we base our findings on?

The ASOS app must be really easy to use since the topic “simple” has a higher than average grade of 4,95 / 5. The topic occurs in 28% of all the reviews and is frequently used along with the topic “user” (38% of the cases). However, since 2018 the sentiment regarding this topic has been sinking.
The topic “buy” is mentioned in 28% of the reviews and also has an average grade of 4,95 / 5. The topic is often mentioned with the topic
“simple” and words such as “love” and “great”. But just like with the topic simple, the sentiment towards this topic is sinking, but in this case since 2017.

Analyzing these 8 000 reviews of the ASOS app shows us that it is doing great. With an impressive overall average grade of 4,92 / 5, it is hard to make improvements. However, the main thing users are satisfied with is the simplicity of making a purchase. This satisfaction has been fading in the last couple of years and might very well be worth looking into in order to remain on top.

The research team at Gavagai had run this analysis using our text analysis tool. Data in this article are collected from public data that is published on the App Store.

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