By Telecom Lead Team:
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, reveals Fiksu Index.
The 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.
However, mobile Marketing Costs plunged dramatically in
January the lowest since July 2011 – following the Christmas advertising
rush. 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.
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, 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.
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.
Recently, ABI
Research revealed that iPad users downloaded three billion applications since
the launch of the iPad in 2010. Downloads from iPad is 19 percent of all
cumulative downloads by Apple users.
editor@telecomlead.com
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