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Posted by: Viki ZabalaJune 3, 2013
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:
- First, the relentless industry investment in mobile by brands large and small that kept competition high throughout the month.
- Second, the industry’s smooth transition from Apple’s UDID to its new Advertising Identifier (IDFA) actually kept traffic stable when it could have caused some disruption.
- And third, the increasing traction of Facebook mobile app install ads, which may have provided developers with a greater pool of efficient inventory and likely buffered the industry against even greater rises in costs.
Interestingly, the end of UDID and the transition to Apple's new IDFA prompted many high-visibility, valuable app publishers, such as Pandora, to enter the marketplace, bumping up available premium inventory for advertisers. These kinds of publishers previously didn’t offer attributable ad inventory due to concerns about earlier identifiers, but the advertising-friendly IDFA has changed their minds. We’ll continue to watch this trend and report back in our May Indexes.
Posted by: Viki ZabalaJune 27, 2012
Rumors are swirling around Apple’s potentially significant changes to its search algorithm in the App Store. And a new report reveals how much of a killing Apple has made from the iPhone over the past five years. In other news, Google is ramping up for its big I/O conference in San Francisco this week, where the company is expected to make some major announcements.
After breaking the news on Saturday that Apple is rumored to be making significant changes to its App Store search algorithm, TechCrunch is now reporting on additional information from a blog post by Ian Sefferman of MobileDevHQ, who crawled App Store search reports and offered the public a summary of his findings. This read, “The headline of the Chomp Update is that there is a big change happening that affects a widespread number of search results. Keywords in the apps title’s now matter less, overall downloads matter more, but there appeared to be no change in how app rating affects search ranking.” Our team will continue to monitor this developing story, which underscores the ongoing discovery challenges mobile app users face.
Speaking of Apple, in honor of the iPhone’s fifth anniversary (June 29), a new Strategy Analytics report reveals just how much the company has made from the device over the past five years. According to the study, Apple has shipped 250 million iPhones worldwide, and the iPhone has generated $150 billion in cumulative revenues, reports TechCrunch. But the firm predicts the next five years could be tougher. Analyst Neil Mawston said, “Some mobile operators are becoming concerned about the high level of subsidies they spend on the iPhone, while Samsung is expanding its popular Galaxy portfolio and providing Apple with more credible competition.
Developers are expecting big things from Google at this week’s I/O conference in San Francisco. Wall Street Journal reports that the company is expected to show off a new tablet running its newest mobile software, called Jelly Bean. Kicking off today, the three-day conference will showcase various new devices and Web services to help the company “win over mobile-app creators and device owners in a continuing battle with Apple,” writes reporter Amir Efrati. More than 5,000 developers will be in attendance for the conference, which sold out in a mere 20 minutes after tickets went on sale.