In the Media
Micah Adler, CEO of Fiksu, commented: As the app market has evolved, so has our analysis and measurement of what is influencing it. Today, marketers need to be segmenting their users more precisely and analyzing their results to reflect that user segmentation, as well.
Mobile marketing technology company Fiksu released its indexes for March 2016, which revealed that the cost to acquire a loyal user on iOS decreased 8 percent from February, to $3.21, up 4 percent year-over-year.
In addition, Fiksu’s App Store Competitive Index—which tracks the average number of daily downloads for the top 200 free iOS applications in the U.S.—fell 7 percent in March to 7.6 million daily downloads. This marks an 11 percent decrease year-over-year.
“App users aren't a single, monolithic group, and that's why advertisers can't measure against a single cost per install,” stated Micah Adler, CEO of Fiksu.
The cost to acquire a loyal user fell 8% -- down to $3.21 from February, according to a new index published by Fiksu, a mobile marketing tech company.
App download volume has also decreased 11% year-over-year (YoY) among the top 200 free iOS apps, down to 7.6 million daily downloads.
Fiksu’s ongoing analysis shows the SE’s uptake (0.4% of active devices using Fiksu client apps) running about one-third of the iPhone 5c (1.1%) and 6 Plus (1.2%) and one-half of the iPhone 6s Plus (0.9%).
I have been tracking Apple’s iPhone SE lead-times since March 30, the day before they became available. While lead-times are not an exact science to determine demand and won’t resolve the difference of opinion on how it is doing, I believe it is worthwhile to see how they change until they get down to one day. The longer lead-times for the iPhone SE and some surveys showing stronger than expected demand for iPhones in general could lead to better than expected guidance. (Note that I own Apple shares).
"Native worked best, not necessarily with Facebook but within RTV," said Spencer Scott, chief revenue officer at Fiksu. "But video crushed it, being able to explain to the consumer how the app worked, what they would be doing led to the best performance from a KPI perspective.
Lawn and garden care marketer The Scotts Co. achieved 60 percent beyond its goal for application installs through a programmatic mobile advertising campaign that relied on data for better control, according to an executive from Fiksu at the MMA Mobile Automation and Programmatic Leadership Forum.
The executive explained that the app install push was supported through thousands of smaller campaigns targeted to various groups, and surprised Scotts Lawn when consumers outside of its goal demographic showed much more positive results. Scotts Lawn immediately readjusted its strategy to target these new demographics, and ended up with 95 percent more high-value users.
Fiksu’s ongoing analysis shows the SE’s uptake running half to one-third of the iPhone 5c.
Any new iPhone has a headwind from there being a larger install base of iPhones when “success” is based on percentage of usage. When comparing the SE to the iPhone 5c and 5s the iPhone install base is probably two times larger if you assume the 896 million cumulative unit sales has the same percentage of active devices vs. the 421 million that had been sold by September 2013.
With more competition on the market, loyal user acquisition prices have skyrocket to $3.50 per app user, according to Fiksu. Fiksu also notes a majority of smartphone users will only spend their time in a small number of apps, so it’s important to know who you’re targeting for advertising.
A mobile app is nothing without users to sustain it. There are millions of apps flooding iOS and Google Play, and little installation space for consumers to download every single one on their smartphone. Not to mention those users will already have big-name apps like Facebook, YouTube, Candy Crush, and more reserved for their phones, diminishing your mobile app presence even further. This is what first-time and longtime publishers must face, when taking up the challenge of acquiring mobile users for their app.
Fiksu Rank: #5
Largest mobile technology companies in Massachusetts ranked by Mass. employees.
ou have companies like Fiksu and Datazoo, a lot of people in the area building up that skill set.
What are the ingredients necessary to turn a region into a hub for great game development? That’s a good question, and it’s an economic gold mine for any region that figures it out since games have become a $90 billion industry, according to tech advisor Digi-Capital.
That question isn’t so different from why Silicon Valley became a great hub for technology. AnnaLee Saxenian, a professor at the University of California at Berkeley, studied that question way back in 1994 in her book Regional Advantage: Culture and Competition in Silicon Valley and Route 128.
Apple has broadened its iPad lineup in the past few years, yet the classic 9.7-inch screen size remains by far the most popular among iPad users. Nearly 70% of total iPad usage still comes from 9.7-inch models, according to Fiksu.
On Monday, Apple finally announced its newest 9.7-inch iPad, which will also be called the iPad Pro and will have features similar to its larger sibling. Apple marketing chief Phil Schiller described it as the "ultimate upgrade for existing iPad users" at the launch event. Indeed, the new 9.7-inch iPad Pro may represent Apple's best chance to reinvigorate iPad sales.
As a result, some iPhone users delayed upgrading their phones. In fact, nearly 40% of all iPhone usage still comes from older 3.5-inch and 4-inch iPhones, according to Fiksu. One key purpose of the iPhone SE is to catalyze an upgrade cycle among people who prefer the smaller iPhones.
As expected, Apple (NASDAQ:AAPL) unveiled its new 4-inch iPhone SE on Monday. As far as the hardware goes, there weren't any big surprises. The iPhone SE incorporates a lot of the improvements in processing power and camera performance from the iPhone 6s into the same form factor as the iPhone 5s. (3D Touch is missing, though.
However, one somewhat surprising aspect of the iPhone SE rollout was its price. Even though the iPhone SE essentially represents a two-year technological leap over the iPhone 5s, Apple set the U.S. starting price $50 lower, at $399. Let's take a look at what this decision means.