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App Downloads Climb in January, While Mobile Marketing Costs Dip, Report Fiksu Indexes
But January Was Not as Much of a Bargain As Mobile Marketers Usually Expect
BARCELONA, Mobile World Congress, Fiksu Booth #8.1B1 February 27, 2013
Fiksu, Inc. (www.fiksu.com), developer of the award-winning Fiksu Mobile App Marketing Platform that combines advanced media optimization technology with the world’s largest app media inventory, today released its January Indexes which recorded increased mobile app download volumes but decreased user acquisition costs. This data reflects the continued impact of all the new tablets and smartphones activated over the holidays, illustrating a steadier, more cost-effective landscape for mobile advertising.
Historically, the New Year is an attractive and cost-efficient time for app marketers to acquire new, loyal users and January 2013 was no exception, with the Fiksu Cost per Loyal User Index decreasing seven percent, or 11 cents, to $1.56, from December’s $1.67. But savvy marketers who held back on December’s mobile advertising spending in order to get a January bargain may have been disappointed that the drop was not as dramatic as in January 2012.
The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) continued to climb, reaching 6.01 million daily downloads in January, up 13 percent from December’s 5.32 million. With record device activations on Christmas Day 2012, user activity and app discovery soared in the days and weeks following the holiday – and this carried over into the New Year.
“The January Fiksu Indexes are early indicators of the ‘mainstreaming of mobile advertising’ with marketers placing a focus on value over volume as they strategically plan for the year ahead – spreading their budgets out to maximize impact,” said Micah Adler, CEO, Fiksu. “We expect brands to allocate more dedicated spending to mobile advertising campaigns in 2013 and to only get savvier about aligning seasonal spending to the ebbs and flows of user acquisition costs.”
The Fiksu Indexes measure monthly fluctuations in competition for rank in the Apple App Store and the cost to acquire loyal users1, helping mobile app marketers benchmark their performance against industry trends.
For Fiksu’s full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.
Fiksu has accumulated more than 81 billion app actions including launches, registrations and in-app purchases, as well as real-time bidding requests. This data is used to drive real-time optimization of ad campaigns, to help app developers acquire large volumes of loyal users at very efficient costs.
Fiksu, Inc. helps leading brands optimize their iOS and Android mobile app marketing campaigns and secure large volumes of loyal users. The company’s flagship platform, Fiksu® Mobile App Marketing Platform, spans the entire mobile ecosystem providing the most cost-effective, predictable and intelligent mobile advertising solution, slashing user acquisition costs and ensuring sustained user engagement. Additionally, Fiksu offers FreeMyApps®, an app discovery platform where users are rewarded. Based in Boston, Mass., Fiksu is venture-backed by Qualcomm Ventures and Charles River Ventures. More at www.fiksu.com, @Fiksu and on the Fiksu blog.
1. For the specific purpose of the Fiksu Indexes, a loyal user is defined as someone who opens an app three or more times.
InkHouse (on behalf of Fiksu)
Vice President of Marketing