August has been a pretty slow month for mobile app marketing in recent years, but this year went a different direction. Not only did our July indexes reach impressive heights, but Apple also introduced a new wrinkle to its ranking algorithm all while gearing up for its annual launch of new eye-catching gadgets. So much excitement, that we almost missed the coveted Index post!

Mobile marketers have quickly realized the reach of Facebook’s mobile app install ad units and their ability to cost-efficiently drive volumes of users — and the latest Fiksu Indexes certainly reflect this trend.

Following a steady couple of months, April saw competition – and costs - heating up for mobile app marketers. The Fiksu Cost per Loyal User Index reached $1.50, an increase of 10 percent, or 14 cents over March’s $1.36, while the App Store Competitive Index rose 11 percent, to 5.61 million daily downloads from 5.02 million in March.

After analyzing the data, it was clear to us that three distinct forces contributed to these dynamics in April:

  • Facebook reports that mobile use exceeded PC use for the first time ever in Q4 2012.
  • In just five short months since its release, Apple’s iOS 6 is now powering a whopping 300 million devices around the world.
  • As the app store giants continue to jostle for first place, Apple's App Store hits record revenue numbers while Google Play boasts faster growth.
  • During Q4 2012, Apple sold more smartphones than any other seller in the U.S. market, a first for the company.
  • Apple reported record revenue numbers this week, along with record iPhone and iPad sales.
  • As if the App Store isn’t packed enough, 2013 will bring an estimated 435,000 new apps to iOS users – further aggravating discovery challenges for app marketers.
  • Across iOS, Android, and RIM, Facebook is the No. 1 app in the U.S., with nearly 86 million unique visitors per month.
  • The Apple App Store hits a new record – 40 billion downloads!
  • Recent reports indicate that Apple’s iOS tops 50 percent of U.S. smartphone sales, up nearly 36 percent from last year, achieving the highest percentage of sales in the American market to date.
  • Expect to see many more tablets in the workplace this year as the BYOD (bring your own device) trend adds more personal tabets to the business environment and companies seek to purchase these devices over computers.
  • Christmas 2012 saw record iOS and Android device activations, while industry reports show App Store downloads soared by 87 percent.
  • Both the Apple App Store and Google Play saw healthy revenue gains in 2012, with more monetization and potential for global growth ahead in 2013.
  • 2012 was (finally!) the year of mobile – from the launch of the iPhone 5 to Android device supremacy. But some say we’ll look back on 2013 as the year of the tablet.

School’s out, and just as we saw last year, iPhone app downloads started increasing during the beginning of the summer months, causing App Store competition to heat up. Fiksu’s June Indexes reflect this trend, plus a significant rise in the costs of loyal user acquisition.

Here’s a snapshot of the latest data:

After recently announcing the next version of Android, “Jelly Bean,” Google touted some impressive numbers surrounding the Google Play ecosystem. With 1.5 billion installs a month, 600,000 available apps and games and 20 billion app installs, Google is quickly closing the gap between Google Play and Apple’s App Store.

The Apple App Store is celebrating its fourth birthday this week, and the company has quite a bit to celebrate.

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