Posted by: Viki ZabalaMarch 28, 2013
Though heightened user activity and app discovery continued well beyond the 2012 holidays and into the new year, our latest Indexes reveal that the pace tapered off as we entered February, giving way to a calmer, steadier month.
In February, our Fiksu Cost per Loyal User Index showed a continued downward slope, decreasing to $1.29, down 17 percent, or 27 cents, from January’s $1.56. February presented a relative bargain period for mobile marketers who held back on holiday advertising, preferring instead to spread out their spending across several months to maximize impact.
Meanwhile, the Fiksu App Store Competitive Index illustrated a decrease of 13 percent, or 810,000 downloads each day, to 5.20 million daily downloads, from January’s 6.01 million.
On the heels of a record-shattering holiday season, where marketers saw surging app marketing costs, February presented a more consistent, normalized, and valuable landscape for mobile app marketers. In the absence of major events or device launches during the month, our February Indexes provided early indications of what we can expect the “new normal” to be for marketers this year. That’s until the next big splash event, of course, which will most likely drive up acquisition and competition costs.
Posted by: Viki ZabalaDecember 19, 2012
- Industry estimates from eMarketer indicate that total mobile ad spend in the U.S. will end 2012 better than expected – at 180 percent total growth from 2011.
- A recent comScore report revealed that smartphone penetration has reached 55 percent amongst Europe’s five largest markets collectively, with device manufacturers competing in a close race.
- New statistics showed increased optimism about the future of mobile in commerce and advertising, which have both demonstrated rapid growth.
Advertisers can “be of good cheer” this holiday season: growth estimates of ad spend have increased from $2.61 billion to $4.06 billion, equivalent to 180 percent growth year over year. Statistics from eMarketer included display, search, and message-based advertising across devices, wrote Steve Smith of MediaPost. A large chunk of the boom was attributed to the strong performance of native ad formats from Facebook and Twitter, but Google continued leading mobile advertising. For 2013, eMarketer predicts that the industry would see a 77 percent growth and total mobile ad spend will hit $7.9 billion.
Smartphone penetration in the five leading European markets has hit 55 percent collectively, according to a recent comScore report. The study found that 47 percent of users in these leading markets on Google’s Android operating system, and that Spain had the highest smartphone penetration rate, at 63 percent of mobile phone users. In the U.K., Apple is the leading device manufacturer, but is losing in wider Europe, as Samsung has stolen the No. 1 spot. These numbers are bound to shift in the coming weeks, as the holiday shopping season was not represented in these figures, reports Ingrid Lunden of TechCrunch.
In the U.S. market, comScore reported a 13 percent increase in retail ecommerce spending, after analyzing data from the past six weeks of the holiday season. Mobile commerce and advertising both grew more rapidly than expected because of the seamless experience that mobile provides to consumers across advertising mediums and purchase channels, according to eMarketer. “The peak spending period may now be in our rear-view-mirror – but the online holiday shopping season is not over yet,” said comScore chairman Gian Fulgoni in a MobileMarketingWatch piece.