In July, we saw the cost per install rise, and the cost to acquire a loyal user fall. When both these patterns happen in the same month, it is indicative of smarter targeting by marketers. In essence, they’ve been spending more to get their messages in front of the right audiences at the right time – and earning long-term loyalty in return....Read more

This month we finally can report a slight drop in the numbers – in both mobile marketing costs and app downloads – which may come as a welcome relief for marketers. App install volume of the top 200 free iOS apps decreased 17 percent to 6.7 million, according to the Fiksu App Store Competitive Index. Along with falling downloads were declining costs, as May’s cost per loyal user of $2.47 was down 10 percent since last month. These two trends tell us that as brands explore new tactics, particularly on the audience buying side, a shift towards smarter targeting has impacted both volume and costs as marketers buy more of what’s working and less of what’s not....Read more

While warmer weather is on the rise, so are app downloads and marketing costs in May – setting the stage for a competitive summer. App inflation has become the new normal for brands and app marketers, as the cost for acquiring loyal users climbs again....Read more

April “showered” marketers whose apps sit outside of the top 200 with a great opportunity to get increased visibility from their marketing spend as the big brands dialed back on spending before gearing up for their summer campaigns....Read more

March was the month of market maturity for our Indexes, as app developers continue to improve the quality of offerings, advertisers adopt more powerful programmatic and optimization techniques, and device usage continues to skyrocket....Read more

The App Store was buzzing during the holidays and Fiksu’s December Index data not only reflected the frenzy of excited users with new devices, but also showed the maturation of mobile app marketers.

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The month of October brought saw new users of iPhone 5s and 5c phones flooding into the market and eagerly downloading new apps, keeping volumes up. However, the increase in advertising activity as some marketers rushed to get in front of this new audience, coupled with consumers’ tendency to be particularly loyal to the first wave of apps they download on a new device, helped keep costs stable throughout the month.

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The August Index was one for the record books, with the Cost per Loyal User index hitting an all-time high of $1.90 – a six percent, or ten cent, increase from July’s $1.80. Driving this increase were two main factors:

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Following a steady couple of months, April saw competition – and costs - heating up for mobile app marketers. The Fiksu Cost per Loyal User Index reached $1.50, an increase of 10 percent, or 14 cents over March’s $1.36, while the App Store Competitive Index rose 11 percent, to 5.61 million daily downloads from 5.02 million in March.

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