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Posted by: Jeremy SaccoJanuary 3, 2014
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 Cost per Loyal User Index jumped 10 percent, or 16 cents, to $1.79 from October’s $1.63 – a 25 percent increase in costs year-over-year. This month's increase follows suit with the increase seen in November 2012 following the iPhone 5 launch, although the swing isn't nearly as drastic since costs in October 2013 didn't drop to October 2012's historic lows. The App Store Competitive Index also saw a slight increase of two percent to 5.7 million daily downloads from October’s 5.6 million – a 30 percent increase year-over-year.
This month’s Index data shows the vast opportunity that December will bring for app marketers and developers. Based on early Fiksu Labs data, we expect app store competition to soar through years’ end, reaching between 6.6 and 7.4 million daily downloads in December, as many consumers unwrap new devices and immediately begin loading them up with apps. Advertisers will be spending heavily to drive up app store rankings in preparation for the rush of user activity following the holidays, and will have to be willing to pay a premium to reach this surge of valuable users – we predict app marketing costs will reach the $1.80 mark.
Check back soon for our December numbers. And Happy New Year from the Fiksu team!
Posted by: Jeremy SaccoSeptember 20, 2013
A glance at our iOS 7 adoption tracker shows an incredible growth curve in the first 48 hours. At this same point in 2012, 48 hours after iOS 6 was released, 25% of devices had been updated - which dwarfed the 15% adoption rate that iOS 5 had seen in the same timeframe. This week, iOS 7 blew both those numbers away, and it's on its way to reach 40% of all iOS devices in 48 hours.
In this static image from the tracker, you can see the slowdown in growth during the night in North America as the two plateaus in the rise of the iOS 7 line, which picks up again in the morning. You can also see that basically all of the iOS 7 adopters are coming from iOS 6 -- those few people still on iOS 5 are in no hurry to upgrade now.
What does this mean for app marketers? First, make sure your updates for iOS 7 are on the fast track - at this pace it will be the dominant iOS version by the end of the weekend. Second, it hints at a great opportunity to re-engage with existing users and capture new ones as well. While users can back up their phones and restore all their existing apps after upgrading, many users will take the opportunity to reorganize their home screens (thanks to the new foldering capabilities) and potentially do some spring cleaning. A well-timed push campaign, new content, or targeted marketing can remind users why they started engaging with your app in the first place.
iPhone 5s, 5c impact not being felt yet
We've also added tracking for the iPhone 5s and 5c to our tracker. While there are a few entries starting to appear, the adoption rate in the first few hours doesn't skyrocket the way the OS update does, for a couple of reasons:
- With an OS update, tens or hundreds of millions of people around the world can all start downloading simultaneously. (Theoretically, at least - Apple's servers seem to have had some trouble on Wednesday.) While the lines outside Apple stores are considerable, they simply can't process the same volume: hundreds of stores selling thousands of phones pales next to the tesn of millions of phone sold each quarter for years.
- All those updating users can do so from anywhere there's wifi -- which means a whole lot of that early adoption is done at workplaces. While chewing up some company bandwidth isn't a big deal for many people, leaving work to go stand in line for hours to get a new phone is not nearly as easy.
It's likely that the usage on the 5s and the 5c will really start to take off this weekend - but we'll see! That's what the charts are for.
Posted by: Jeremy SaccoSeptember 10, 2013
As we've discussed, the upcoming introduction of two new iPhones is likely to create a significant opportunity for app marketers as users load up their new phones with apps. On the heels of today's formal introduction of the iPhone 5S, 5C, and announcement of iOS 7's release date of 9/18, here are a few thoughts for app marketers.
- This first-ever separation of the iPhone market into two current models provides a targeting opportunity for savvy app marketers. The lower-cost 5C, at the new $99 price point with a contract, will provide the opportunity to reach a larger set of value-conscious customers than previous phones, while the 5S will appeal to the premium consumers that have long been Apple's sweet spot.
- For apps with a real local focus, the new Popular Near Me tab may be a new way for the App Store to deliver extremely valuable users: those who are nearby and looking for apps to get something done right now. We've already seen that the Near Me tab is predominantly populated with local apps – not the country-wide apps that are popular everywhere. (If Apple didn't somehow weight the listings towards apps that had specific local interest, every Near Me tab would look basically the same, with Candy Crush, Instagram, Vine, etc.)
- While it may not be available to marketers out of the gate, we're intrigued by the app marketing potential in iTunes Radio based on the success we've had with Pandora.
- Finally it's not a direct marketing opportunity, but we're excited about auto-updating apps on behalf of our clients. Just knowing that most users are on the most current version of the app gives app developers more freedom to focus on new content and enhancements.
iOS 7 rolls out a week from tomorrow, September 18. Stay tuned: we're looking at adoption rates for iOS 5 and 6 so we can compare the results this year.
Posted by: Viki ZabalaJanuary 28, 2013
- 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.
- Experts believe 2013 could be a year of explosive tablet growth, as global tablet shipments are expected to reach 145 million. What does this growth mean for mobile marketers?
This week, Apple reported its first quarter earnings, revealing the company sold a record 47.8 million iPhones, 22.9 million iPads, 4.1 million Macs and 12.7 million iPods. In total, some 75 million iOS devices were sold during the quarter. “We’re thrilled with record revenue of over $54 billion and sales of over 75 million iOS devices in a single quarter,” said Tim Cook, Apple’s CEO. “We’re very confident in our product pipeline as we continue to focus on innovation and making the best products in the world.” AllThingsD has more here.
A recent year-end adeven report forecasts that the Apple App Store will boost its inventory this year. More than 435,000 new apps are expected to launch in the already jam-packed App Store, creating more user acquisition headaches for app developers and marketers. “Growth in terms of App Store size will continue to increase steadily as it has during the past few years, but it also points to a steady climb in the number of apps that fall into its ‘zombie’ category, which accounted for 60 percent of apps in June, but climbed to 64 percent in its most recent tally,” reports Darrell Etherington in TechCrunch. Zombie apps are those that aren't ranked and so have very little chance of being discovered by users.
While the competition is fierce, Facebook sits atop the crowd as the most popular app brand in the U.S., according to comScore. In 2012, the Facebook app enjoyed 85.5 million monthly unique users across iOS, Android and RIM platforms. Of note, Facebook not only has the largest number of users, but also the highest level of engagement. And while Facebook sits at number one, Google apps (including maps, search, and YouTube) occupy slots 2 through 6. Seth Fiegerman of Mashable has more.
New research from ABI Research suggests that 2013 could see dramatic growth in tablet sales. A projected 145 million tablet shipments are set to hit the shelves across the globe this year, meeting the demands of tablet-crazed consumers, reports Mobile Entertainment’s Daniel Gumble. This boost also produces a huge opportunity for marketers. “The concept of mobile advertising started with smartphones but tablets are changing everything, rapidly establishing themselves as universal media players (TV programs, movies, radio, news, magazines) in a way never achieved through ‘personal’ computers,” said Magna EVP and Director of Global Forecasting Vincent Letang to MediaPost.
Posted by: Viki ZabalaJanuary 18, 2013
- A new report shows mobile advertising prices rose dramatically in the fourth quarter of 2012, underscoring the role of mobile as a key marketing strategy during the recent holiday season.
- After much industry speculation, Facebook debuted its beta Graph Search, a social search engine powered by Microsoft Bing.
- Check out seven ways mobile apps are driving revenue for major brands this year.
A new report from MoPub reveals a surge in mobile ad prices for the past quarter, up 50 percent since last year. “Advertisers really looked to mobile during the holidays, which validates the channel and the overall marketing trend,” said Elain Szu, MoPub director of product marketing, to Samantha Murphy of Mashable. The largest spike in effective cost per thousand impressions (eCPMs) was tracked on iOS, with 66 percent higher prices than the beginning of Q4. Apple’s larger screens also proved more valuable, as iPad overtook iPhone as the most popular device among advertising sources.
On Tuesday, Facebook shared its big announcement about its newest addition called Graph Search, according to The Verge. Intended to round out Facebook’s other pillars of information, such as News Feed and Timeline, the beta social search engine is integrated with Microsoft Bing as part of an ongoing competition with Google. Facebook founder Mark Zuckerberg highlighted four use cases in the search launch – people, photos, places and interests – demonstrating the search feature through items, such as “My college friends from San Francisco” and “Friends who like Star Wars and Harry Potter.” According to Zuckerberg, “This is a new way for people to see information.” The Graph Search is far from complete, but mobile implementation is on the horizon, Tomio Geron of Forbes reports.
Today’s consumers rely on mobile devices loaded with apps that make everyday life more fun, memorable, and productive, and smartphones have opened a whole new world of opportunities for brand marketers. Mashable’s Ryan Matzner explores seven ways mobile apps are driving revenue for businesses.
Posted by: Viki ZabalaJanuary 4, 2013
- 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.
- Will Apple unveil a new iPhone in 2013? This is just one of many predictions industry experts are making for the new year.
TheNextWeb reports that Christmas Day 2012 saw a record 17.4 million iOS and Android device activations – or 2.5x more than Christmas Day 2011 – according to Flurry. And new stats from Distimo indicate that daily downloads in the Apple App Store increased by 87 percent on Christmas Day, while revenues increased by 70 percent. This data “supports the common idea that developers should make a point to take advantage of the holiday season by updating and tweaking their apps in the weeks leading up to the 25th of December,” writes TheNextWeb’s Emil Protalinski. The 2012 holidays also marked a turning point in the history of mobile marketing, with more campaigns and shopping conducted on smartphones and tablets than in years past. If you’re interested in learning which holiday mobile marketing strategies worked well this year (and which ones didn’t), we invite you to join our free Mobile Marketer webinar on Jan. 24 – register here.
TechCrunch reports on the latest findings from ABI Research which show that mobile apps hit 43.6 billion downloads worldwide between September 2011 and September 2012, with Apple’s App Store leading the pack. In fact, all the app stores felt the boom of the mobile economy during 2012. Daily revenue in the Apple App Store grew 21 percent in 2012, while Google Play’s app revenue increased 43 percent, reported Steve Smith of MediaPost. Android’s operating system also realized remarkable gains in the latter half of 2012 with its improved user experience and scale of penetration. Device-wise, international growth also surged – the iPhone in Japan, China, and Russia; and Android devices in Korea, Japan, and France.
While pundits have been proclaiming "the year of mobile" for a few years, now, 2012 actually lived up to those expectations in several ways. But what will be shaking the industry in 2013? Greg Sterling of Marketing Land predicts that a year from now, we’ll look back on 2013 as “the year of the tablet.” According to a recent Nielsen survey, the gadget children and adults desired most this holiday season was the iPad, and many unwrapped Apple’s tablet Christmas morning. In fact, of the 17.4 million devices activated Dec. 25, 51 percent were tablets.
And what will make headlines in 2013? Will it be a new iPhone from Apple? A new flavor version from Android? Will Motorola make its first official flagship device for Google? Dan Rowinski of ReadWrite makes some bold predictions on what’s to come for mobile in 2013, especially after a year of tremendous industry growth.
Posted by: Viki ZabalaDecember 17, 2012
- Mobile app downloads are set to reach 45 billion by the end of 2012, with much more ahead for 2013.
- With just 8 days left before Christmas, competition is heating up and app developers are wishing for the gift of app downloads.
- Apple’s iPhone and iPad devices are still the crowd favorite for app developers, but they’re looking to build across both iOS and Android devices.
While mobile app downloads are on pace to ring in at the 45 billion mark for 2012, there’s more in store for 2013. In a recent predictions report from Gartner, mobile apps are set to “become a replacement for how you [consumers] interface with companies,” says Gartner analyst Brian Blau in eWEEK. Looking ahead to 2016, app downloads are expected to rise to 305 billion and reach $74 billion in revenue, becoming the No. 1 way to engage with brands.
App developers love Christmas morning almost as much as children, because thousands upon thousands of wrapped tablets and smartphones sit beneath the tree, waiting to be filled with exciting new apps. Tim Peterson of Adweek speaks with a number of app developers preparing for this holiday rush. “My understanding is that December is the largest month in the [Apple] App Store for traffic,” said Daniel Raffel, founder and CEO of how-to app Snapguide. For app developers looking for ways to effectively market their apps this holiday season and score many downloads on Christmas and in the days and weeks that follow, check out our latest infographic for some helpful tips.
The iPhone and iPad still sit at the top of the charts of app developers’ favorite platforms, capturing 89 and 86 percent of interest, respectively. This is according to a new Q4 2012 study of nearly 2,800 developers by Appcelerator and IDC. While these stats remain comparable to a similar Q3 study, the major takeaway is that there’s growing interest (up 18 percent) in developing apps across other operating systems. TechCrunch has more about the latest findings.
Posted by: Viki ZabalaAugust 15, 2012
With the iPhone 5’s reported release less than one month away, iPhone prices and sales have dropped, while reports about the device’s new features have continued swirling. According to new industry research, Apple’s iPad has continued its market dominance. And, as we say goodbye to the 2012 Summer Olympics, it’s clear that mobile earned “gold” as the channel delivering the greatest online audience engagement during the Games.
Retailers are marketing down current iPhone models to make way for the speculated new iPhone 5. According to AllThingsD, retailers, including Best Buy and Target, are selling iPhones for much less than they have in the past. Best Buy is retailing the eight-gigabyte iPhone 4 for $49, and Target is offering the Verizon and AT&T versions of the iPhone 4S for $179. Apple stores are even matching those prices, reported The Wall Street Journal.
Meanwhile as anticipation builds ahead of the iPhone launch, smartphone sales have stalled. According to analyst firm Gartner, global sales dipped 2.3 percent in Q2 to 419 million units worldwide, down from 428 million the same period last year. iPhone sales dropped nearly 13 percent from Q1, but increased 46 percent from 2011. “High-profile smartphone launches from key manufacturers such as the anticipated Apple iPhone 5, along with Chinese manufacturers pushing 3G and preparing for major device launches in the second half of 2012, will drive the smartphone market upward,” said Anshul Gupta, Gartner principal research analyst, to FierceMobileContent.
In other Apple news, the iPad continued its reign as king of tablets. According to research firm HIS iSuppli, Apple secured nearly 70 percent of the tablet market in Q2 with 17 million shipments worldwide. Samsung took second place with 9.2 percent for 2.3 million shipments, Amazon finished third with 4.2 percent and Asus logged fourth with 2.8 percent. The figures didn’t include Google’s Nexus 7. “Apple’s major media tablet rivals, Google and Microsoft, hope to challenge Apple in the second half of the year, but will be facing formidable headwinds with no sign that the market leader is backing off of its aggressive strategy in the market,” said Rhoda Alexander, director for tablet and monitor research for HIS, in a CNET piece.
With the Summer Olympics now closed, new statistics bestowed mobile the gold medal for online audience engagement. According to Alex Balfour, head of new media for the London 2012 Olympics, 60 percent of visits to the official London2012.com site and apps came from mobile devices. The ratio was so high because the London Organizing Committee of the Olympic Games had several apps and websites on the market, reported paidContent.
Posted by: Viki ZabalaAugust 1, 2012
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:
· The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) increased to 4.63 million daily downloads in June, up 1.98 percent from May’s 4.54 million.
· The Fiksu Cost per Loyal User Index increased by 14.3 percent to $1.44, from $1.26 in May.
In June, there was a distinct shift in mobile app marketing spending behaviors. Unlike earlier months when marketers spent cautiously and assessed attribution options (as a result of Apple’s rumored transition away from the widely used UDID), June confidence and spending picked up again. In fact, we observed more brands resuming their use of UDID - as one of several attribution methods available - while following best practices regarding disclosure to ensure compliance with Apple’s privacy policies.
June’s Index data also reflected a quarter-end burst in mobile advertising campaign spending as brands sought to deplete remaining Q2 budgets.
Thanks to all who covered this month’s Index data, including Mike Minotti of VentureBeat, Alex Spencer of Mobile Marketing UK, Jason Ankeny of FierceMobileContent, and Michael Essany of Mobile Marketing Watch.
Posted by: Viki ZabalaJuly 27, 2012
This week, Apple announced its third quarter earnings. Though the company missed Wall Street’s lofty expectations this time around, Apple still moved an enormous amount of iDevices over the last three months, TechCrunch reports.
The tech giant reported revenue of $35 billion and earnings of $8.8 billion (or $9.32 per share). That was up from the $28.57 billion in revenue and profits of $7.31 billion (or $7.79 per share) Apple reported last year during the same quarter.
Apple once again saw strong sales for the iPhone – its best-selling device in Q3. The company sold 26 million iPhones during the quarter, up 28 percent from the same quarter last year. Additionally, the iPad saw a killer quarter, with a sales increase from 11.8 million in Q2 to a whopping 17 million in Q3.
"We're thrilled with record sales of 17 million iPads in the June quarter," said Apple’s Tim Cook said in a statement on announcement day. "We've also just updated the entire MacBook line, will release Mountain Lion [Wednesday], and will be launching iOS 6 this Fall. We are also really looking forward to the amazing new products we've got in the pipeline."
According to Huffington Post, Apple’s average selling prices for its various devices declined to levels last seen in 2010. This was largely due to the fact that consumers opted for less expensive device versions in Q3, instead of upgrading to the latest models.
Additionally in Q3, the company “increasingly relied on sales from large emerging markets such as China, where the Apple name holds even more cachet than it does here,” observes CNET’s Josh Lowensohn.