iPhone App Downloads Plummet in March, While Mobile Marketing Costs Hold Steady, Report Fiksu Indexes

Daily downloads drop by two million driven by multiple converging influences
Boston, April 27, 2012

Fiksu, Inc., the industry's first cost-effective mobile app user acquisition platform spanning the global mobile ecosystem, today reported that mobile app downloads plunged by 30 percent in March, returning to pre-iPhone 4S launch levels. The cost to acquire loyal users dipped very slightly during the month.

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) dropped by almost two million daily downloads to 4.45 million daily downloads, down from 6.35 million in February.

The Fiksu Cost per Loyal User Index was the steadiest observed, dropping by less than 1 percent in March to $1.30, from $1.31 in February.

"With the novelty factor of the iPhone 4S launch and the holidays well behind us, and no other events in March to spark discovery, March’s download dip was expected," said Micah Adler, Fiksu CEO. "An unexpected contributing factor could be the decline in the use of robotic install tactics by app marketers responding to Apple’s new policy. The decline in competition and steady costs definitely presented app marketers with a ranking opportunity in March, driven largely through the cost-effective conversion of organic users into loyal users."

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 averages.

For Fiksu's full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.

Data for the Fiksu Indexes was sourced from more than 21 billion mobile app actions – such as app launches, registrations and in-app purchases – and more than 280 million downloads recorded by apps marketed via the Fiksu for Mobile Apps user acquisition platform.

1. For the specific purpose of the Fiksu Indexes, a loyal user is defined as someone who opens an app three or more times.

Media Contact:
Jill Newberry
InkHouse (on behalf of Fiksu)
(781) 966-4100
fiksu@inkhouse.net

Viki Zabala
Fiksu, Inc.
Director of Marketing
(855) 463-4578
press@fiksu.com

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