Benchmarking app store competitiveness & the cost of mobile app marketing
The Cost per Launch Index, which tracks the cost of each repeat app launch over time, focuses on engagement and life-time value of mobile users. In July, the Android index increased to $0.11; representing a 12 percent increase year-over-year. The iOS Index decreased 1 percent to $0.17;an increase of 16 percent year-over-year.
The Cost per Install (CPI) Index measures the cost per app install directly attributed to advertising. July saw the CPI for iOS increase by 24 percent to $1.22 – a 16 percent increase year-over-year. Android’s CPI decreased slightly in July by 9 percent to $1.27, but still represented a significant gain of 44 percent over last year.
The App Store Competitive Index tracks the aggregate volume of downloads per day achieved by the top 200 ranked free iPhone apps in the U.S. The Index showed a 2 percent rise to 6.2 million daily downloads in July from June’s 6.1 million. In comparison with July 2013, this represents an increase of 7 percent year-over-year.
The Cost per Loyal User Index measures the cost of acquiring a loyal user for brands who proactively market their apps. For the purposes of the Index, loyal users are defined as people who open an app three times or more. In July, the Index lowered slightly from June’s $2.23 peak to $1.97 in July, but represents an upward trajectory at a 9 percent year-over-year increase; the second-highest point in the four-year history of the Fiksu Indexes.
Fiksu's Analysis: July 2014
July Index data, in and of itself, illustrated minimal changes for app marketers, but validated the ongoing trend of rising app marketing costs year-over-year. The Cost Per Loyal User (CPLU) Index came in at $1.97, its second-highest point in the four-year history of the Fiksu Indexes, representing an increase of nine percent over 2013. Overall, the index points to the need for preparation, as marketers will not only have to adjust to powerful new channels like Twitter, but also anticipate the new iPhone and OS being released around the corner.
For the past two years, the Cost Per Loyal User Index has steadily risen, hitting an all-time high last month of $2.23, making June the most expensive month ever for loyal user acquisition with July following on its heels.
This month marked the first full month of the Twitter Mobile App Promotion integration. While early results indicate Twitter is on the path to be a major player for app install ads, it’s too soon to conclusively report data. However, key metrics are in the same ballpark – and in some cases better – than Facebook mobile app ads.
Cost Per Install metrics have also increased. On iOS, CPI rose 16 percent over 2013 and 24 percent from last month, while Android surged 44 percent (although down 9 percent from June). The Cost Per Launch Index, which tracks engagement and life-time value of mobile users, showed a 16 percent year-over-year increase on iOS and a 13 percent increase on Android.
The App Store Competitive Index, which measures aggregate daily download volume among the top 200 ranked apps, increased from June’s 6.1M to 6.2M. Both the cost to acquire users and overall volumes continue on an upward journey while July Index numbers support the continuation of a blockbuster year ahead.
For our full analysis of this month’s fluctuations, visit http://www.fiksu.com/resources/fiksu-indexes#analysis. For the breakdown on what happened last month, check out the June Index.
How can the Fiksu Indexes help you?
Mobile marketing shouldn’t require guesswork. Our award-winning Fiksu Programmatic Mobile Demand Platform injects predictability into your campaigns, removing complexity and guesswork and shifting the focus to where it belongs: performance.
We’ve accumulated more than 3.5 trillion marketing events including impressions analyzed, clicks, downloads, registrations, purchases and other loyal user events tracked across 1.7 billion devices– and use this data to help you better understand the fluctuating dynamics of the complex app marketing landscape through our monthly Fiksu Indexes.
Your app is competing for users with millions of others. The best way to improve your mobile marketing is to more precisely understand the competitive landscape you’re pouring your budget into. The Fiksu Indexes reveal how industry dynamics – such as iOS upgrades, device launches, advertiser demand, ad network/publisher inventory, and seasonal activity – impact your business goals. Armed with this insight, you can adapt and plan with more agility.