It’s hard to believe, but we’re seeing it again. For the third consecutive month, the Fiksu App Store Competitive Index, which tracks the average aggregate daily download volume of the top 200 free iOS apps, soared again jumping to 9.2 million downloads in December. This marks a 14 percent increase since last month and an astounding 44 percent rise since last year at this time. October and November results (7.8 million and 8.1 million, respectively) had each been new records.

Between courses of turkey and pumpkin pie, iPhone users downloaded apps in droves this Thanksgiving holiday, according to our latest index report. This past month saw an astounding 8.1 million downloads of the top 200 free iOS apps, according to the App Store Competitive Index. Compared to last November, app download volumes have grown by a whopping 42 percent.

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.

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.

Following the momentous iPhone 5 launch, which prompted a period of cost-efficient marketing and heightened organic searches, we observed a dramatic U-turn in November as holiday season spending accelerated and mobile app marketing costs jumped.