App store competition up, marketing costs down (infographic)

June 29th, 2012

Mobile app downloads increased slightly in May, while the cost to acquire loyal users dipped during the month, according to the Fiksu App Store Competitive Index.

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) increased by 7.3 percent to 4.54 million daily downloads, from 4.23 million in April.

The Fiksu Cost per Loyal User Index decreased by 13.7 percent in May to $1.26, from $1.46 in April.

The Fiksu Indexes measure monthly fluctuations in competition for rank in the Apple App Store, and the cost to acquire loyal users(1),helping mobile app marketers benchmark their performance against industry averages.

For more than 12 months, Fiksu has tracked these fluctuations, and this new infographic depicts the ebbs and flows in app store dynamics and mobile app marketing costs.

Fiksu Indexes - Analyzing 12 Months of Mobile App Discovery

“In May, marketers began gearing up for the summer months which, historically, have presented increased opportunity for app promotion,” said Micah Adler, CEO, Fiksu.

“Yet amid concern around Apple’s speculated deprecation of UDID, compounded by a host of confusing alternative UDID-less tracking technologies, we observed inertia. It appears that brands’ caution may have contributed to the dip in acquisition costs.”

Fiksu currently records more than 1 billion app events per day. This includes app actions – such as launches, registrations and in-app purchases, as well as real time bidding requests. This data is used to drive real time optimization of ad campaigns, to help app developers acquire large volumes of loyal users at very efficient costs.

App store competition up, marketing costs down (infographic)

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