April “showered” marketers whose apps sit outside of the top 200 with a great opportunity to get increased visibility from their marketing spend as the big brands dialed back on spending before gearing up for their summer campaigns.

Our November Fiksu Indexes marked the start of the 2013 holiday season rush, with app marketing costs and daily downloads beginning their upward climb. And, when combined with our device usage tracker, they hinted at what’s in store for a record-shattering December!

The month of October brought saw new users of iPhone 5s and 5c phones flooding into the market and eagerly downloading new apps, keeping volumes up. However, the increase in advertising activity as some marketers rushed to get in front of this new audience, coupled with consumers’ tendency to be particularly loyal to the first wave of apps they download on a new device, helped keep costs stable throughout the month.

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!

“Come on in, the water’s fine…”

As Facebook continues to rock the news world, our June Index data is also feeling the love from the social networking giant.

Brands are beginning to catch on to the power of Facebook’s mobile app installs ads to drive large volumes of quality users at incredibly low CPIs. The impact of this growing demand was most vividly evident in the 13 percent increase we witnessed in our Cost per Loyal User Index this month, up $.17 to $1.55.

What does this mean moving forward?

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.