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Mobile App Downloads Climb While Costs Drop, Find New Fiksu Indexes
Mobile App Marketers Take Advantage of Cost-Efficient Facebook Mobile App Install Ads in May
BOSTON, June 27, 2013
Fiksu, Inc. (www.fiksu.com), developer of the award-winning Fiksu Mobile App Marketing Platform today published its Fiksu Indexes for May which indicate an increase in volume of mobile app downloads, month-over-month, and year-over-year. Conversely, the Indexes also show that the cost to acquire loyal users dropped. Both developments coincided with a surge in inventory made available via Facebook's mobile app install ads.
The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) continued its upward trajectory for a second month, rising five percent to 5.9 million daily downloads in May from April's 5.61 million. May's traffic numbers represent the second highest month in 2013 (January saw the highest volume to-date at 6.1 million). This also represents a 31 percent year-over-year increase from May 2012. We believe this indicates the continuing steady growth in mobile, as well as some maturation in the quality of apps and their ability to engage users.
In May, the Fiksu Cost per Loyal User Index decreased by 11 percent, or 17 cents, to $1.33, from April's $1.50.
"Mobile app marketers have quickly realized the disruptive power of Facebook mobile app install ads, which have poured a new stream of effective and cost-efficient inventory into the market," said Micah Adler, Fiksu CEO. "Savvy marketers have already taken advantage of Facebook's extensive capabilities for focusing on specific audiences, and as more brands follow suit, we can expect volume to continue to climb - along with costs, as competition heats up in the coming months."
The increase in traffic noted in the May Fiksu Indexes may also be attributed in-part to the end of UDID tracking capabilities by the Apple App store on May 1, and the accompanying impact of Apple's new IDFA, which has prompted many marketers who were waiting for the dust to settle on the new, standardized solution to resume regular marketing activities.
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 119 billion app actions including launches, registrations, and in-app purchases, as well as massive amounts of data from real-time bidding requests and mobile advertising networks. 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. Additionally, the company has driven more than 1 billion app downloads for its customers.
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.