“Reaching a new milestone of 9.2M app downloads — up over a million from last month — is an indicator of what we call the ‘the new reality of apps,’” said Micah Adler, CEO of Fiksu, in a statement. “Consumer demand across iOS and Android is rising, which draws significant attention from major brands who are putting cost pressure on the games and other mobile-first apps.”
App downloads set a new record for the third consecutive month in December, but the cost of acquiring loyal users also rose 20 percent from a year ago, according to data collected by mobile marketing tech firm Fiksu.
The results show that people are increasing their appetite for free iOS apps, but brand marketers are driving up the costs of acquiring those individuals by spending heavily during the holiday season. But while spending on overall apps was up, the cost of advertising mobile games actually dropped.
According to Fiksu CEO Micah Adler, this pace of growth is “an indicator of what we call the ‘new reality of apps.’”
A new report from mobile marketing company Fiksu has revealed that the App Store has broken its download volume records for the third month in a row.
On top of this, the data also showed that the cost of acquiring loyal users has risen by 20 percent compared to year ago.
Fiksu attributes this split to the increased year-end competition among brands, as well as an apparent “backing down” by game publishers, who chose to limit their spending during the holiday war.
User acquisition and marketing company Fiksu has released its indexes for December 2014, which marked a huge increase in app downloads to end the year. Its App Store Competitive index, which tracks the average number of daily downloads for the top 200 free iOS apps, rocketed to 9.2 million, up 14 percent from November 2014, and up 44 percent year-over-year. This is the third month in a row for new download records, as users raced to fill their new devices with apps after receiving them during the holiday season.
Fiksu also notes that across the top 200 free apps on the App Store the daily download volume averaged out to 9.2 million for the last month of 2014.
December is always a big month for Apple and, by extension, the developers on the App Store, but December 2014 was a special kind of crazy. According to a new report by analytics and marketing firm Fiksu, downloads on Apple's digital marketplace skyrocketed 44% over the year prior, marking the third consecutive month of record-breaking sales.
“We expect these factors will not only elevate costs fro marketers, but also drive an evolution of marketing strategies. In 2015, just buying mobile ads won’t be enough to drive usage – app marketers will need robust strategies based on consumer data and precision targeting to find the right users for their apps," said Micah Adler, CEO of Fiksu.
App downloads in December once again broke records, with downloads of the top 200 free apps in the iOS App Store growing to 9.2m, a rise of 44 per cent on the previous year’s figures.
The record breaking December represented a 14 per cent rise on the previous month, which was also a record breaker with 8.1m downloads, as was October’s 7.8m. The figures come from Fiksu‘s App Store Competitive Index, which tracks the average aggregate daily download value.
Glenn Kiladis, SVP of New Media Solutions at Fiksu, provided further explanation. "Our CPI Indexes include the full spectrum of advertising sources, from expensive traffic like Facebook to lower-cost incentivized traffic, to better reflect the overall industry picture," he said.
The underlining assumption in the world of user acquisition is that buying an install for your game or app is becoming increasing expensive.
Indeed, it's now so expensive to run such campaigns that some marketing people say you need a minimum of $250,000 to properly launch a F2P game.
Now, mobile app marketing platform Fiksu has confirmed that Apple is indeed testing the iOS on a variety of mobile devices including the brand new iPhone 6 and iPhone 6 Plus.
The company says that it has spotted 145 distinct Identifier for Advertisers (IDFAs) so far this year belonging to iOS 9 devices, TechCrunch reports. It’s likely that each IDFA is tied to a distinct iOS device, as users generally don’t reset them — resetting the identifier for privacy reasons can be done, but it’s not a common activity that testers might be actually interested in.
According to the data, 63% of the spotted iOS 9 devices are iPhone 6 and/or iPhone 6 Plus models, 12% are iPad Air 2s, 12% are iPhone 5s units and 13% are “everything else.”
Fiksu’s data offers a little bit more insight into what these reported testers are doing on their devices, noting that 71% of app events recorded came from Social Networking applications, while 16% were games, 5% were Lifestyle apps, 3% were Fitness apps and the remaining 5% were “other” applications that didn’t fall into any of the preceding categories.
This afternoon, mobile app marketing platform Fiksu unveiled new data indicating that iOS 9, the next version of Apple’s mobile operating system, is now being publicly tested. According to the company’s research, Fiksu says it has now seen 145 distinct IDFAs (Identifier for Advertisers) in 2015 which hail from iOS 9 devices.
The IDFA, a marker used by mobile advertisers, is a way to uniquely identify a device until the point that the user chooses to reset the identifier – something then serves as the mobile equivalent to clearing a web browser’s cookies. Because it’s possible to reset the IDFA, Fiksu can’t be sure that it spotted 145 distinct devices. However, it’s likely, because resetting the IDFA is not really a common activity.
“It’s interesting to look back on all the previous moves and expansions we’ve had, and see how each one of them have been representative of a specific transition within the company,” said Micah Adler, CEO and founder of Fiksu, on the company's website.
In 2014, Fiksu announced a number of milestones: surpassing a $100 million annual revenue run rate, hiring its first CFO and adding 100 new employees, bringing its global headcount to 300. By the end of 2015, Fiksu aims to hire nearly 200 more—120 of the new employees in Massachusetts.
In response to this surge in growth, the company has just finished a big expansion of its office. On Jan. 5, the firm doubled its headquarters by expanding to the 10th floor of its office at 31 St. James Ave. Now, Fiksu takes up 43,000 square-foot space in the Back Bay building. The company itself plans to invest $1.1 million for the project.
"Expanding our talented team and office space after a banner year of customer growth and accomplishments is cause for a celebration," said Micah Adler, CEO and founder of Fiksu, in a statement.
Fiksu, a Boston-based mobile app marketing software firm, plans to nearly double its global workforce this year to 500.
The company has six offices in the U.S. and five international offices, and has recently expanded within its Boston headquarters, according to a release.