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Posts Tagged ‘app downloads’

What are the three factors increasing app marketing costs?

Friday, May 31st, 2013

mobilephonesBoth mobile app downloads and marketing costs rose last month. In April, the Fiksu Cost per Loyal User Index increased by 10 percent, or 14 cents, to $1.50, from March’s $1.36.

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) rose 11 percent, to 5.61 million daily downloads in April from March’s 5.02 million.

Three key forces at play

“April’s Fiksu Indexes reflect three key forces at play which, when combined, created increases in volume and costs,” stated Micah Adler , CEO, Fiksu.

“First, the relentless industry investment in mobile by brands large and small that kept competition high. Second, the industry’s smooth transition from Apple’s UDID to its new Advertising Identifier (IDFA) actually kept traffic stable when it could have caused some disruption. And third, the rapid traction of Facebook mobile app install ads, which may have provided developers with a greater pool of efficient inventory and consequently may have buffered the industry against even greater rises in costs.”

The increase in mobile marketing costs noted in the April Fiksu Indexes could be attributed to the end of UDID and the impact of Apple’s new IDFA which has prompted many high-visibility, valuable app publishers, such as Pandora, to enter the marketplace, bumping up available premium inventory for advertisers. Previously, these kinds of publishers had been reluctant to participate using earlier identifiers, but they are now reassured by the advertising-friendly IDFA.

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 trends.

For Fiksu’s full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis

Number of app downloads, cost of getting users, fell

Wednesday, March 27th, 2013

digital devicesMobile app downloads fell in February as the app economy returned to a steadier, more normal after-holiday level. User acquisition costs also fell.

The Fiksu Cost per Loyal User Index continued its downward trajectory in February, decreasing 17 percent, or 27 cents, to $1.29, from January’s $1.56.

February presented a bargain period for mobile marketers who held back on holiday advertising, preferring instead to spread out their spending over several months to maximize impact.

The “new normal”

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) dropped 13 percent, or 810,000 downloads each day, to 5.20 million daily downloads in February, from January’s 6.01 million.

“On the heels of a record-shattering holiday season, February presented a more consistent ‘normalized’ and valuable landscape for mobile app marketers,” said Micah Adler , CEO, Fiksu.

“In the absence of major events or device launches during the month, the February Indexes provide early indication of what we can expect the ‘new normal’ to be for marketers this year.”

App marketing costs dipped in January, but less than usual

Wednesday, February 27th, 2013

mobile devicesMobile app downloads increased in January and mobile marketing costs dipped – but not as much as marketers usually see at the beginning of a new year, says Fiksu, which sells a mobile app marketing platform.

This data reflects the continued impact of all the new tablets and smartphones activated over the holidays, illustrating a steadier, more cost-effective landscape for mobile advertising.

Drop not as dramatic as last year’s

Historically, the New Year is an attractive and cost-efficient time for app marketers to acquire new, loyal users and January 2013was no exception, with the Fiksu Cost per Loyal User Index decreasing seven percent, or 11 cents, to $1.56, from December’s$1.67.

But savvy marketers who held back on December’s mobile advertising spending in order to get a January bargain may have been disappointed that the drop was not as dramatic as in January 2012.

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) continued to climb, reaching 6.01 million daily downloads in January, up 13 percent from December’s 5.32 million.

With record device activations on Christmas Day 2012, user activity and app discovery soared in the days and weeks following the holiday – and this carried over into the New Year.

Maximize impact

“The January Fiksu Indexes are early indicators of the ‘mainstreaming of mobile advertising’ with marketers placing a focus on value over volume as they strategically plan for the year ahead – spreading their budgets out to maximize impact,” said Micah Adler, CEO, Fiksu.

“We expect brands to allocate more dedicated spending to mobile advertising campaigns in 2013 and to only get savvier about aligning seasonal spending to the ebbs and flows of user acquisition costs.”

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 trends.

For Fiksu’s full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.

 

App downloads soared following iPhone 5 release

Friday, November 30th, 2012

iPhone 5sNew iPhone releases are a boon to app makers. App downloads surged dramatically, increasing by 33 percent in October following the new iPhone 5′s Sept. 21 arrival. In tandem, the cost to acquire a loyal app user continued its downward trajectory, decreasing by 6 percent in October, says Fiksu, which sells a mobile app marketing platform.

For October, the Fiksu Cost per Loyal User Index was $1.06, down seven cents or 6 percent, from September’s $1.13. Significant increases in organic searches and app discovery – driven by the arrival of the iPhone 5 and users’ natural enthusiasm for downloading apps on to new devices – pushed costs down and created a huge opportunity for mobile app marketers to very cost-efficiently acquire loyal users in October.

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) soared to 5.4 million daily downloads in October, a 33 percent increase from September.

The Index painted a similar picture following the availability of the iPhone 4S in October 2011, when traffic also surged by a proportional 29 percent, and continues the surge Fiksu saw developing at the end of September.

“October was a month of opportunity for mobile app marketers,” said Micah Adler, CEO, Fiksu. “Organic searches soared as users around the world actively explored the App Store searching out new apps for their new iPhones. This heightened period of organic discovery – coupled with peak download volumes – drove down the cost of loyal user acquisition. Some savvy marketers chose to ride this wave without substantially increasing their advertising spending.”

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 trends.

For Fiksu’s full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.

App downloads decreased as consumers waited for iPhone 5

Friday, September 28th, 2012

iPhone 5sDemand 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 store competition up, marketing costs down (infographic)

Friday, June 29th, 2012

App storeMobile 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.

Mobile marketing costs drop as app downloads soar

Wednesday, February 29th, 2012

Fiksu INc., a firm selling a mobile app acquisition platform, says it saw a dramatic drop in mobile app marketing costs in January – the lowest sinceJuly 2011 – following the Christmas advertising rush. iOS app downloads in January reached an all-time high as the proliferation of new devices unwrapped during the holidays drove increased app discovery and usage in the New Year.

The Fiksu Cost per Loyal User Index fell by 59 percent in January to $1.14, from a record high of $1.81 in December.

mobile devicesThe Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) peaked at 6.79 million daily downloads, up 12 percent from December’s 6.04 million, its previous high.

The Fiksu Indexes reveal that, while many advertisers joined the rush to spend over the holiday season to drive up app store rankings and acquire an elevated volume of users, January provided one of the best opportunities for mobile app marketers to-date, as volume reached an all-time high and costs approached an all-time low.

“We’ve observed many app brands invest heavily in the fourth quarter, seeking extreme growth during the holiday season, then reduce spending in January as they evaluate their marketing programs for the New Year and focus on version upgrades for their apps,” said Micah Adler, Fiksu CEO.

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

For Fiksu’s full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.

Data for the Fiksu Indexes was sourced from more than 13.9 billion mobile app actions – such as app launches, registrations and in-app purchases – and more than 217.4 million downloads recorded by apps marketed via the Fiksu for Mobile Apps user acquisition platform.

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