Cost per install in September was $1.53 on iOS and $1.88 on Android, a 24% and 87% YoY increase, respectively, according to the most recent data from Fiksu.
Attracting mobile users is pricy. Attracting the right mobile users is even pricier.
By Claire Oliverson, Director of Product Marketing at Fiksu
Here we go again – the countdown to the holidays is on. As most marketers probably know, this season is a prime time for mobile applications marketing. Millions of new devices are given as gifts, making it a massive opportunity for brands to capture new loyal app users.
The winter months represent the highest level of app store activity, as all those new devices are loaded up with apps. They also tend to be the months when acquiring loyal users cost the most.
The split in usage share between 7.9-inch iPads and 9.7-inch iPads has remained relatively stable at 27%/73% since the iPhone 6 Plus went on sale, according to data from Fiksu.
Last week, I wrote that after a couple of down years, Apple's (NASDAQ:AAPL) iPad was likely to make a comeback starting in 2016. One of the reasons I cited was that current iPad users who bought their devices during 2012 and 2013 -- when iPads seemed to be flying off the shelves -- would start to become interested in upgrading their devices.
Apple's decision not to introduce a new 9.7-inch iPad this fall means that full-size iPad users have an incentive to hold out a little while longer -- unless they want to pay up for the giant iPad Pro. But for users of the first-generation iPad Mini, the upgrade cycle could begin this quarter.
App marketing technology provider Fiksu reported recently that the costs associated with retaining one “loyal user” – that is, someone who opens an app three times or more – hit a whopping $4.04 in August, representing a 36% increase month over month and 117% percent rise year over year.
In many ways, app developers, like popular consumer brands in a supermarket, are locked in a fight for two scarce resources: consumer attention and shelf space.
In the supermarket, consumer purchases are influenced by familiarity and availability, and few shoppers will endeavor to buy what they can’t find or simply don’t know exists in the first place. It’s why brands invest heavily in marketing, pricing strategies, and store positioning to raise awareness, encourage engagement, and drive sales.
But Apple derives its stats from devices that visit the App Store — third-party analytics firms Mixpanel and Fiksu, which conversely base numbers on app telemetry data, estimate an iOS 9 adoption rate of 72 percent and 65 percent, respectively.
It’s no surprise that iPhone, iPod touch, and iPad users want the latest and greatest software on their respective devices. What is surprising, though, is how quickly they’re scrambling to get it. According to Apple’s App Store Distribution page, 66 percent of iOS device owners had made the jump to iOS 9.1 as of November 2.
That’s just a few inches up from October 21, when Apple reported an iOS 9 adoption rate of 61 percent, and a slight uptick from the 57 percent adoption seen on October 5.
Fiksu’s Mobile Audience Platform was used to acquire loyal paying users for Topps’ baseball app Bunt. Potentially receptive audience segments, particularly fans of various baseball teams, were targeted with ads encouraging in-app activity and purchases, driving up downloads by 146 per cent overall, and the number of users making in-app purchases by 33 per cent.
With the shortlist announced, the countdown to our 2015 Effective Mobile Marketing Awards has begun. There’s less than a month until the ceremony on 26 November in London, and between now and then, we’ll be taking a closer look at each of the nominees in our 32 categories.
Today, we’ll be focusing on the finalists for Most Effective Programmatic Campaign.
Indeed, more than four and a half years after it hit the market, the iPad 2 is still the most popular iPad in terms of usage, according to Fiksu, representing about 20% of iPad usage.
Apple (NASDAQ:AAPL) just wrapped up its best year ever. Revenue leaped 28% higher, reaching a staggering $233.7 billion, and driving 43% year-over-year growth in earnings per share. This rapid growth came from a single source: the iPhone.
While iPhone revenue surged more than 50% in the 2015 fiscal year, iPad revenue dropped 23% on a 19% decline in unit sales. This performance has pundits even more demoralized about the iPad's long-term prospects than they were after the prior year's 4% decline in iPad shipments and 5% iPad revenue decline.
Fiksu said that its App Store Competitive Index, which tracks the average aggregate daily downloads of the top 200 free iOS apps, had the lowest volume on iOS since September of last year.
User acquisition costs for mobile games and apps rose again in September, according to mobile marketing firm Fiksu. That means that life will continue to be hard for small app makers who don’t have highly viral apps and games.
Fiksu said that the cost per loyal user index (which measures the cost to acquire users who open an app three or more times) rose to $4.14 in September, up 2 percent from August and up 84 percent from a year ago.
The most recent app marketing indexes from Fiksu found that advertising costs associated with promoting an app install have skyrocketed, partly due to the overcrowded nature of the app market.
The Google Play app store is getting a brand new layout in what is likely part of a long-term effort by Google to increase app discoverability. While the revamped store layout has not yet been officially released or announced, a preview was published by Google employee Kirill Grouchnikov. The update has started trickling out to some consumers, according to Digital Trends.
“‘Mobile’ is no longer about a screen size, or even actually moving around,” he proposed. “It’s about tying a person’s digital activities together,” said Craig Palli, CSO of Fiksu.
It’s not TV. It’s a new app platform.
Following yesterday’s announcement from Apple that it is making its TV a full-fledged app platform, we checked in with companies who make their living through apps and their ads to see how — or if — it mattered.