The August Index was one for the record books, with the Cost per Loyal User index hitting an all-time high of $1.90 – a six percent, or ten cent, increase from July’s $1.80. Driving this increase were two main factors:

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!

It’s been a memorable day for Fiksu, as we reached another notable milestone! As of April 30, 2013 – two years since our launch – the Fiksu Mobile App Marketing Platform has recorded its one hundred billionth app user action and has driven more than one billion app downloads. This data is critical to our ability to drive real-time mobile ad campaign optimization and deliver the high-performance marketing results that leading brands demand. It’s also the foundation of the Fiksu Indexes and our insights into the complex app marketing landscape.

The 2012 holidays marked a turning point for mobile marketing, with significant growth in mobile devices, app downloads, and shopping conducted via smartphones and tablets. On Christmas Day, 17.4 million iOS and Android devices and tablets were unwrapped and activated – breaking the 2011 record by more than 2.5x.

History has shown us the arrival of a new mobile device generates remarkable opportunities for app marketers to cost-effectively acquire and engage new users, as download volumes surge, costs to acquire loyal users plummet, and user-interest levels peak. So it was no surprise the much-anticipated arrival of the iPhone 5 in September prompted some interesting dynamics in the Fiksu Indexes.

Last week, Apple’s highly anticipated iPhone 5 started hitting the shelves, selling a record-shattering 5 million units in its first weekend of availability. Additionally, more than 100 million existing iOS device owners have already rushed to update to iOS 6, Apple’s newest operating system. But, for several weeks preceding the arrival of the iPhone 5, we observed a change in consumers’ download appetites, reflected prominently in our new August Index numbers.