New iPhone 4S Owners Cause Surge in Mobile App Downloads, Report Fiksu November Indexes

Compared to November 2010, App Download Volumes are 83 Percent Higher
Boston, December 28, 2011

Fiksu, Inc., the industry's first mobile app user acquisition platform spanning the entire mobile ecosystem, reported that the swell of new iPhone 4S users, combined with iOS 5 app updates, generated escalated app discovery activity and peak download volumes for the top 200 apps.

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 initiated during October when the iPhone 4S launched. The Index peaked at 5.65 million downloads per day in November; a 15 percent increase over October’s previous record high of 4.91 million daily downloads. By comparison, app download volumes in November 2010 were 83 percent lower, illustrating the enormous demand for and growth of mobile apps in just twelve months.

The Fiksu Cost per Loyal User Index remained steady in November, down just four cents to $1.43 from October’s $1.47.

“Unlike October’s intermittent spikes in downloads and costs, November saw a steady increase in demand for app downloads without any notable fluctuations in mobile app marketing costs – even over Thanksgiving weekend,” said Micah Adler, Fiksu’s CEO. “Signs indicate that app marketers have become savvier about planning and executing their ad spends during seasonal periods to avoid paying premium prices for acquiring users. In fact, November presented them with a somewhat unique opportunity to add more users at costs that were actually below October's.”

The Fiksu Indexes measure monthly fluctuations in competition for rank in the app stores, and the cost to acquire loyal users1, helping mobile app marketers benchmark their performance against industry averages.

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

Data for the Fiksu Indexes was sourced from more than 7.6 billion mobile app actions – such as app launches, registrations and in-app purchases – and more than 156 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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