App Downloads and Marketing Costs Drop in February, Report Fiksu Indexes
Value-Focused Marketers Won Big as Mobile App Marketing Landscape Normalizes Post-Holidays
Data released today by Fiksu, Inc. (www.fiksu.com), developer of the award-winning Fiksu Mobile App Marketing Platform that combines advanced media optimization technology with the world’s largest app media inventory, showed declining mobile app download volumes and user acquisition costs as the holiday season officially came to a close, creating a steadier landscape for mobile marketers.
The Fiksu Cost per Loyal User Index continued its downward trajectory in February, decreasing 17 percent, or 27 cents, to $1.29, from January’s $1.56. February presented a bargain period for mobile marketers who held back on holiday advertising, preferring instead to spread out their spending over several months to maximize impact.
The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) dropped 13 percent, or 810,000 downloads each day, to 5.20 million daily downloads in February, from January’s 6.01 million.
“On the heels of a record-shattering holiday season, February presented a more consistent ‘normalized’ and valuable landscape for mobile app marketers,” said Micah Adler, CEO, Fiksu. “In the absence of major events or device launches during the month, the February Indexes provide early indication of what we can expect the ‘new normal’ to be for marketers this year.”
The Fiksu Indexes measure monthly fluctuations in competition for rank in the Apple App Store and the cost to acquire loyal users1, helping mobile app marketers benchmark their performance against industry trends.
For Fiksu’s full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.
Fiksu has accumulated more than 91 billion app actions including launches, registrations and in-app purchases, as well as real-time bidding requests. This data is used to drive real-time optimization of ad campaigns, to help app developers acquire large volumes of loyal users at very efficient costs.
Fiksu, Inc. helps leading brands optimize their iOS and Android mobile app marketing campaigns and secure large volumes of loyal users. The company’s flagship platform, Fiksu® Mobile App Marketing Platform, spans the entire mobile ecosystem providing the most cost-effective, predictable and intelligent mobile advertising solution, slashing user acquisition costs and ensuring sustained user engagement. Additionally, Fiksu offers FreeMyApps®, an app discovery platform where users are rewarded. Based in Boston, Mass., Fiksu is venture-backed by Qualcomm Ventures and Charles River Ventures. More at www.fiksu.com, @Fiksu and on the Fiksu blog.
1. For the specific purpose of the Fiksu Indexes, a loyal user is defined as someone who opens an app three or more times.
InkHouse (on behalf of Fiksu)
Vice President of Marketing