“I’m very excited about Twitter Cards,” Craig Palli, a VP at Fiksu, the mobile app marketing platform, said.
“Twitter combines expansive global reach and real time intent within its social graph … as people search, explore and generate content within the Twitter ecosystem, it’s an ideal time to identify precisely which consumers could have a high propensity to convert into loyal users, and present them with a contextually-relevant mobile app.”
A major challenge currently being faced by app marketers working with iOS is effective attribution of downloads, according to Micah Adler, CEO of app engagement company Fiksu (pictured).
Attribution is the measurement of how user actions (such as installs, in-app purchases and repeat launches) are impacted by marketing activity. It is an important way for app marketers to gauge the effectiveness of their spend, but is being made more difficult by changes Apple is making.
“The whole problem of attribution can be very challenging,” Adler told Mobile World Live, adding that app marketers not working with partners that cover a broad range of attribution techniques will face “difficult challenges”.
iPhone app downloads decreased by 13 percent to 5.2 million daily downloads in February, according to new metrics from Fiksu.
The Fiksu App Store Competitive Index, which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps, followed an increase in downloads during January. The decrease in February downloads came after huge spikes in downloads during the holiday season.
“On the heels of a record-shattering holiday season, February presented a more consistent ‘normalized’ and valuable landscape for mobile app marketers,” Fiksu chief executive Micah Adler said in a statement.
Last year’s holiday season saw smartphone and tablet owners downloading apps and games at rocket’s pace. This pushed the marketing cost for developers to acquire new users up in January. In February, those numbers finally started to significantly recede.
Fiksu, the developer of the app marketing platform of the same name, revealed that the cost for a developer to acquire a loyal customer dropped to $1.29 in February. That’s down from $1.57 in January and $1.67 in December.
Fiksu’s report suggest that app download volumes on the App Store in January were even higher than the month prior, while February’s numbers fell slightly below December 2012 levels.
Mobile app marketing platform Fiksu tracked a significant decline in iPhone app downloads in February as last year’s holiday season surge calmed down.
The firm’s App Store Competitive Index measures the aggregate daily volume of the top 200 free US iPhone downloads. During the month of February, the index saw 5.2 million daily downloads, compared to 6.01 million in January.
An interview of Craig Palli from Fiksu provided some fascinating figures about how the value of iPad, iPhone and Android smartphone application users is changing as the device owner profiles shift and usage patterns evolve.
Fiksu is one of the best-known mobile advertising specialists, with a client roster including brands like VH1 and Hearst Magazines. One of the most interesting trends popping up in the conversation with Mr. Palli was that two years ago, an iPhone user was worth more than twice as much as an Android smartphone user in revenue generation. A year ago, that lead shrunk to iPhone users being 50% more valuable – and right now, if the app is designed specifically for Android and some segmentation is considered, the revenue generation potential is the same.
"February presented a more consistent 'normalized' and valuable landscape for mobile app marketers," said Fiksu CEO Micah Adler.
The Fiksu App Store Competitive Index, which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps, reports that App Store downloads averaged 5.2 million per day in February, down from 6.01 million in January and 5.32 million in December, a period coinciding with record device activations on Christmas Day 2012. Fiksu's Cost per Loyal User Index, which measures the cost of acquiring a loyal user for brands who proactively market their apps, dropped 17 percent to $1.29, down from $1.56 the previous month.
“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.”
Mobile 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.
On Wednesday, new data released by Fiksu showed declining mobile app download volumes and user acquisition costs as the 2012 holiday season drew to a close.
As MMW reported in January, mobile app downloads soared over the Christmas holiday, as tens of thousands of new smartphones and tablets were unboxed.
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.
Craig Palli, VP of business development at Fiksu, concurred, while adding, "[Our] data clearly shows a greater than 33 percent increase in overall mobile app engagements during [a major] device introduction period."
Mobile marketers were already pumped about the Samsung Galaxy S4, even before the phone was unveiled at Radio City Music Hall on Thursday night in New York. Images of the new phone were leaked by a Chinese blog earlier this week, and now the tech world is expecting a bigger screen, a native digital wallet app like iPhone's Passbook, a better camera and an eye-tracking interface that will supplement finger scrolling for screen-navigation purposes. (Yes, in the desktop sense, your eyes could be the new cursor.)