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app store downloads
Posted by: Viki ZabalaDecember 2, 2011
For the last few months, we've closely followed consumer anticipation for the iPhone 4S – tracking its direct impact on both mobile app downloads and app marketing costs.
With the arrival of the new iPhone, October was the pivotal month, putting an end to months of industry speculation and mounting expectation, and validating many of our own predictions based on insights gleaned from our Fiksu for Mobile Apps platform.
- The App Store Competitive Index tracks the aggregate volume of downloads per day achieved by the Top 200 ranked free iPhone apps in the U.S. The average volume of downloads per day increased by 29 percent from 3.8 million in September to a record high of 4.91 million in October, following the availability of the new iPhone 4S model.
- The Cost per Loyal User Index measures the cost of acquiring a loyal user for brands who proactively market their apps. For the purpose of the Index, loyal users are defined as people who open an app three times or more. The cost per loyal app user dropped 12 percent – 17 cents – to $1.47 in October from September’s all-time high of $1.64 due to the large increase in app downloads both paid and organically driven.
The first two weeks of October were similar to the month of September, as users held out excitedly for the new iPhone. But during the weekend of October 14 -16, the first three days of the new model’s availability, more than four million new iPhones were sold and app downloads soared to a record high. In fact, our Index experienced as much as a 70 percent increase in daily download volume during this time period, and recorded a significant increase in organic downloads.
For mobile marketers seeking extreme growth in a very short time period, that first weekend presented huge opportunity to secure large volumes of new users – but at a cost as competition was fierce. But by the end of the month, things had calmed down and marketing costs dropped 12 percent from September, yet volume remained plentiful.
Thanks to Kim-Mai Cutler of InsideMobileApps, Matt Brian of The Next Web, Jason Ankeny of FierceMobileContent, Keith Andrew of PockerGamer, Mobile Marketing Watch and TechJournal South for their reports on our latest Index data.
As we enter the holiday season, it will be interesting to see what’s in store for our November Indexes. Check back next month when we "unwrap" our latest findings.
Posted by: Viki ZabalaOctober 28, 2011
iPhone anticipation strikes again!
Last month, our insights showed that a hiatus in iPhone sales (ahead of the much-rumored launch of the new iPhone) were directly tied to the drop in app downloads from Apple’s App Store.
Our latest Index findings reveal that the waiting game for iPhone 4S caused the volume of app downloads to continue to decline in September. Conversely, mobile app marketing costs reached an all-time high, creeping up 70 cents over the last six months. There’s no denying that attracting engaged users continues to be an expensive and competitive challenge for mobile app marketers.
- The App Store Competitive Index tracks the aggregate volume of downloads per day achieved by the Top 200 ranked free iPhone apps in the U.S. In September, the volume of downloads dropped by six percent to 3.8 million from 4.06 million in August.
- The Cost per Loyal User Index measures the cost of acquiring a loyal user for brands who proactively market their apps. Loyal users are defined as people who open an app three times or more. In September, the cost reached $1.64, a jump of six percent – 10 cents – from August’s $1.54.
Our Indexes have spurred a number of interesting industry conversations, including:
In examining the Indexes, AdWeek’s Anthony Ha writes, “On one hand, this seems like yet another way that developers are at the mercy of Apple. On the other, Apple isn't immune to these difficulties itself—the company blamed iPhone rumors (and the decision of consumers to wait for the new device) for sales numbers that fell short of analyst estimates.”
GigaOM’s Darrell Etherington says, “I suggest that declining app downloads may be more attributable to two other possible culprits: a slowdown of fresh, innovative content and/or marquee titles; and a user base growing more resistant to what has been a brand new form of product.” However, he goes on to say, “I still think it’s likely that new devices lead customers to new software purchases, even if my two counterpoints are true, so like Fiksu, I expect App Store downloads to see a rebound in the coming months.”
Thanks also to Sarah Perez of TechCrunch, Kim-Mai Cutler of InsideMobileApps, Phil Hornshaw of Appolicious, Matt Sakuraoka-Gilman of PocketGamerBiz and Jason Ankeny of FierceMobileContent for reporting our latest Index data to their readers.
Now that the new iPhone 4S is here – and more than four million people have already bought it – we’re as anxious as you to see what the October Indexes will reveal. We’ve taken an early peek at the data and all signs point to a spike in app downloads. Be sure to check back in late November when we’ll reveal the full download on October downloads!