Are you still using statistics from research papers? They are great. But c'mon, let's bring LIVE data to the party!
Secondly, a shift in mindset is needed. You're not really in competition. From the customer's point of view, they're "alternatives". (kudos Brian Balfour)
The idea of knowing alternatives can help you provide a better perspective.
The 2 principles I use to gather insights from "alternatives", such as website traffic, social media feed, content strategy, newsletter frequency, ad creatives, winning keywords, and more.
1/ Compare one company with another.
Example: Identify the gap between Airbnb and Expedia, research their customer's preferred channels
2/ Choose a product vertical and go deeper
Example: Understand the landscape of productivity SaaS, its marketing strategies, and content frequency
Visualized my thought process (image above) and the use of my 7 favorite tools, links and use cases: