App downloads were flying high this October, rising 23 percent since last month and reaching 7.9 million total downloads. With the late September release of the latest iPhone—the 6S—consumers got straight to work during October, installing apps on their new devices. In the meantime, the cost to acquire a loyal user fell slightly. This leveling of CPLU happened as a result of app loyalty: as many iPhone 6S users added ‘vital apps’ to their new devices—apps they already have a tendency to keep and use—this drew the overall cost to acquire users in October down.
The new iPhones had a dramatic impact on app downloads in September—but not in the direction you might think. We saw a sharp decline in app download volume, down 21 percent to 6.4 million daily downloads, the lowest volume since last September. Seems like consumers anticipating an upgrade to one of the new iPhones at the end of the month cut back on their app downloads. It makes sense: why go looking for new apps when you know you're about to upgrade?
The month of August marked a watershed moment for the Fiksu Indexes, as the Cost Per Loyal User (CPLU) index surpassed $4 for the first time. That’s a 36 percent rise since July and a 117 percent increase since last year.
As the largest independent source of mobile audience data, we’re excited to report that we’ve just eclipsed the 5 billion download mark. In case you’re wondering just how much 5 billion really is, it’s more than the combined population of all seven countries where we have offices around the globe. That includes the US, UK, Finland, Singapore, South Korea, Japan, and Germany.
There have been some rumblings recently that Apple made a change to how apps get featured within the App Store’s "Featured" tab. This came after Apple changed the names of the “New” and “What’s Hot” lists to “Best New Games” and “All Time Greats”, amongst others.
UPDATE: As of about 4:30pm ET, the App Store seems to be working again and Apple's Service page reports that it's running. Back to promoting those apps, everyone -- with an eye on the stability of the app store, just to be safe. Original post below.
The App Store is already buzzing this holiday season, with our latest index showing app downloads hit an all-time high in October. Tracking the average aggregate daily download volume of the top 200 free iOS apps, the App Store Competitive Index reached 7.8 million downloads. This was an incredible 42 percent rise over last month, and a 39 percent increase over 2013. The release of the iPhone 6 and availability of iOS 8 undoubtedly led to this high volume of activity as users updated their new devices with their favorite apps.
This month’s Fiksu Index showed app marketing costs hit an all-time high. Following the launches of the iPhone 6 and 6 Plus and Apple iOS 8 release, the cost for marketers to acquire loyal users (CPLU) reached $2.25. CPLU increased 21 percent from August, and 34 percent since September 2013. Taking a peek at the increasing costs to acquire loyal users over a two-year time period (2012-2014), we see an upward sloping trend line – demonstrating that marketers continue to face an environment of increasing costs and competitive forces.
August was a ‘lazy’ month for vacationers, app users, and for app marketers, demonstrated by lowered app install activity on both iOS and Android and lower marketing spends. The Cost Per Loyal User (CPLU) Index, which measures the cost of acquiring a loyal user for brands who actively market their apps, came in at $1.86, representing a 6 percent decrease from last month’s index.