Demand for the iPhone 5 prompted a decrease in app downloads and mobile app marketing costs in August.
The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) dropped by 7.3 percent to 4.05 million daily downloads in August, down from 4.37 million in July.
The Fiksu Cost per Loyal User Index decreased by 20 cents in August to $1.34, representing an almost 13 percent drop from $1.54 in July.
The Fiksu Indexes measure monthly fluctuations in competition for rank in the Apple App Store, and the cost to acquire loyal users1, helping mobile app marketers benchmark their performance against industry averages.
“August was like the calm before the storm for app marketers,” said Micah Adler, CEO, Fiksu.
“Similar to the period preceding the iPhone 4S launch in 2011, we saw users once again holding off on downloading apps in the weeks before the much-anticipated iPhone 5 launch. App marketers also took the gas off their advertising spending during August, awaiting the availability of iOS 6 in September and the chance to promote updated apps. The combined effect made for a slow month overall ahead of what we expect to be a busy Q4.”
For Fiksu’s full analysis, see: http://www.fiksu.com/resources/fiksu-indexes#analysis.
- App downloads soared following iPhone 5 release
- Launch of iPhone 4S caused large spike in mobile app downloads
- App downloads for iPhones fell in April, competition increases
- Mobile app downloads returned to normal levels in February
- App marketing costs dipped in January, but less than usual
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