"Unlike the spending frenzy we saw in 2011, many opted for a value-versus-volume approach in 2012, collectively applying a more conservative, sophisticated strategy to their Q4 campaigns and largely avoiding big gambles on a long App Store freeze."
While some parts of the mobile ecosystem are exploding, the US market is becoming surprisingly mature.
That's the conclusion from monetisation and data outfit Fiksu.
Providing figures for December 2012, it found that the average aggregate volume of the daily downloads of the top 200 US free iPhone apps - its App Store Competitive Index - rose to 5.32 million.
Fiksu says the volume of mobile app downloads surged in December as millions of new tablets and smartphones entered the daily lives of individuals around the world.
It’s time again for another insightful report from our friends at Fiksu. On Tuesday, the folks behind the well-respected Fiksu Mobile App Marketing Platform reported that mobile app marketing costs continued their “upward trajectory” as 2012 wound to a close.
Fiksu also noted an uptick in the average aggregate daily download volume for the top 200 free U.S. iPhone apps for December. That index jumped from 4.57 million in November to 5.32 million in December.
We’ve seen the evidence that December is a big month for mobile-game developers. All those new iOS and Android devices translate to millions of new downloads, but the crowded market also pushes up the cost of marketing apps to new customers.
Mobile-app marketing firm Fiksu revealed to GamesBeat that its index, which tracks the cost to acquire a new loyal user, rose 21 percent in December. That’s up 29 cents to $1.67 from $1.38 in November.
iPhone app downloads increased by 16 percent to 5.32 million daily downloads in December, 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 a drop in downloads last month. The increase in December downloads was driven by new devices given around the holidays, but it wasn’t as huge a lift as last December.
The 2012 holiday season proved a more cost-effective period for mobile marketers than the same time a year earlier, according to Fiksu’s Cost per Loyal User Index.
The cost-per-acquisition of a loyal user hit a record high in 2011 at $1.81 on Fiksu’s network, while Christmas this year reached just $1.67, up 21 per cent from November’s $1.38.
Downloads were also down from 6.04m on average per day for the top 200 free iPhone apps in the US during December 2011, to 5.32m daily downloads during the same month in 2012. According to the Fiksu App Store Competitive Index, this was an increase of 16 per cent on the previous month.
Free mobile game marketers can contract with firms such as Tapjoy, Fiksu, or Flurry to acquire users at a cost-per-user download, or pursue downloads with their own marketing and PR.
Many overlook mobile games because, well, they are games. But successful mobile game developers shouldn’t be overlooked because they have succeeded in taming the difficult mobile app medium and converting it into revenue. The free mobile games that rely on in-app purchases of virtual goods for revenue are the most interesting examples of the skills that result in app development success. Last year, in-app mobile game purchases of virtual goods produced $13 billion in worldwide revenues, compared to $6 billion in mobile advertising revenues.
Wightman said that every app strategy should contain burst, the concept of driving large volumes of app downloads within a 24- to-48-hour period.
Apps reach matters. With well over a million mobile apps available, the increased reach of those apps can be critical, since many of them can be ad conduits. Jo Wightman, director of client development at Fiksu, a company that helps brands hit their mobile app marketing goals, recommended that marketers set aside 10 percent of their apps-related budgets for testing in search of the ideal rank. “Every app has a sweet spot,” she said. For example, Fiksu found through working on a cost-per-click and cost-per-inquiry method that certain aspects of Pandora’s effectiveness were higher in consumers 55 years and older.
"Unlike last year, when incentivized networks were still part of the mobile app marketing mix, marketers faced the reality of needing to pay more to get more during the competitive 2012 pre-holiday season," said Fiksu.
Developers whose marketing costs were reduced thanks to the frenzy of interest amid the iPhone 5 launch should be warned: The honeymoon is over, according to a new report from mobile marketing platform provider Fiksu.
When Apple (NASDAQ:AAPL) launched its latest handset in September there was a subsequent surge in the volume of organic searches for new apps that were iPhone 5 compatible, said Fiksu. The company uses an algorithm to measure how much it costs, on average, to acquire a "loyal" user who will open an app three times or more.
Mobile user acquisition platform Fiksu calculates the bot clampdown may have slashed daily App Store download volumes by as much as 25 percent.
Apple (NASDAQ:AAPL) is implementing new rules that lock down iOS application screenshots submitted by its developer partners, a measure designed to thwart App Store bait-and-switch schemes.
"Beginning Jan. 9, app screenshots will be locked in iTunes Connect once your app has been approved," reads a brief announcement posted to the Apple Developer portal Wednesday. "New screenshots may be uploaded when you submit a binary for an update to an existing app or a new app."
But when we look at the relative success of different tactics for dealing with the freeze, it’s clear that there’s no one answer to which approach is best for every app.
Well that didn’t last very long! A careful review of ranking data compiled by Fiksu indicates that the much-anticipated App Store freeze, during which app rankings in the US App Store don’t move, lasted around 20 hours this year, from about midnight to 8 pm EST on Christmas Day. Here’s an analysis of what happened and what tactics app marketers used to deal with the freeze.