Last year’s release of iOS saw Apple reach a 21% share in less than two weeks (as charted by Fiksu), it has taken forty-three weeks to reach the same level of adoption.
Google has released its monthly survey of active Android handsets passing through its Google Play store, which illustrates the current market share of each version of the mobile operating system. The various versions of Android Lollipop (Android 5.x) now have a combined market share of 21%, up less than 3% on last month’s numbers.
Android 4.4 (KitKat) is still the biggest player in the Android ecosystem with a 39.2% share, followed by the previous version of Android (4.x Jelly Bean) on 31.8%.
The iPhone 6 represents nearly a third of iPhone model market share, according to the Fiksu data, while the pricier iPhone 6 Plus is the third-most-popular phone with a 12.7% share. The cheaper 5s is also still incredibly popular with 22.5% share.
Apple is expected to announce two new iPhones on Wednesday, an annual update to its most successful product lines.
This will mark the ninth year that Apple has introduced a new set of iPhones. The company has sold 10 different variations of the iPhone, from the 2007 original (which launched without the App Store) to last year’s supersized iPhone 6 Plus. In total, Apple has sold more than 700 million iPhones since 2007.
"Mobile should be at the center of how all brands engage with their consumers," said Micah Adler, president, CEO and founder of Fiksu.
The Fiksu Mobile Audience Platform gives brands the ability to use both Fiksu Personas and third party data as a targeting strategy; it also uses data that is independent of any one channel so that brands get a sense of customer behavior.
“June’s results reflect the ongoing evolution of the mobile marketplace, as marketers continue their struggle to gain screen time with users. Increased competition for limited attention is causing a rise in overall costs,” said Micah Adler, CEO of Fiksu.
New data from Fiksu has shown that marketers are continuing to spend more to connect with mobile app users and mobile app downloads are increasing.
In June of this year, the cost per loyal user (CPLU) rose 30 percent to $3.21 compared to May of this year. The figure makes up a 44 percent increase year-on-year.
“Increased competition for limited attention is causing a rise in overall costs. It is incredibly important for today’s advertisers to recognise and precisely target their audiences, and market to a more focused pool of engaged users," said Micah Adler, CEO of Fiksu.
Marketers are spending more to connect with users on mobile devices, even as app usage increases, with the cost per loyal user (CPLU) up 44 per cent year-on-year in June to $3.21 (£2.06).
The figures come from the Fiksu Indexes, which show CPLU is up 30 per cent month-on-month, even as app downloads increase 24 per cent in the same period, with the top 200 free iOS apps seeing 8.3m total downloads.
Research published this week by mobile marketing firm Fiksu, demonstrates that marketers are having to pay increasingly large amounts of money to have smartphone users download their wares to their device, and continue to remain engaged with them, with Facebook apparently the industry's main benefactor of this trend given its direct response (DR) ad units' success.
With Facebook reporting that mobile app advertising helped drive a record quarter for the social network last week, separate research reveals marketers willing to fork out an average of $3.21 to engage with “loyal” smartphone users, a cost that shot up 44 per cent in the last year.
“The ever-increasing volumes of apps are providing greater inventory for in-app advertising, however the challenge of precisely targeting loyal users remains, and brands are consequently spending more dollars to find loyal users,” Fiksu tells us.
While mobile app usage is growing, it should come as no surprise to marketers that so are the costs. According to the Fiksu Indexes published this week, “June’s cost per loyal user (CPLU) of $3.21 represents an increase of 30 percent since last month, and 44 percent year-over-year.
App downloads, deduced from the Fiksu App Store Competitive Index, increased a healthy 24 percent over May 2015. The index tracks the average aggregate daily downloads of the top 200 free iOS apps, reaching 8.3 million total downloads.
By Craig Palli, CSO, Fiksu
Citing concerns over viewability, Kellogg in June cut its spend on video ads running on major publishers such as Facebook and YouTube. It marked yet another instance of brands rejecting traditional online advertising methods over not knowing who – if anyone – is seeing their ads.
This move comes despite Google announcing a 91 percent viewability rate on YouTube video ads, a marked improvement in the 46 percent viewability rate on commercials run elsewhere. This claim does come with its share of detractors, though, as Google does not allow brands to use third-party viewability services to track and verify campaigns.
Meanwhile, Fiksu's latest index shows the Cost Per Loyal User (CPLU) for June increased about 30% over May's numbers to reach $3.21. The Cost Per Install (CPI), however, has fallen about 21% (May vs. June) to $1.15 on iOS and about 9% on Android to land at $2.12.
In today's mobile roundup, a trio of releases pointing to the continued growth of the mobile space, but that growth isn't all great - fraud is also growing quickly in the space.
While app use is soaring, people aren’t spreading their usage across apps, Fiksu states, with Nielsen finding that the average number of titles used per person has stalled in the last two years.
According to mobile marketing company Fiksu, June’s cost per loyal user (CPLU) of $3.21 represents a 30% lift on April, and 44% year on year. June’s spend goes hand-in-hand with a 24% surge in app downloads over the month compared with May.