Mobile App Downloads and Marketing Costs Rise in April, Find New Fiksu Indexes
April Indexes Reflect Three Key Forces at Play
Fiksu, Inc. (www.fiksu.com), developer of the award-winning Fiksu Mobile App Marketing Platform today published its Fiksu Indexes which marked increases in both the volume of mobile app downloads and the cost to acquire loyal users during the month of April.
In April, the Fiksu Cost per Loyal User Index increased by 10 percent, or 14 cents, to $1.50, from March’s $1.36.
The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) rose 11 percent, to 5.61 million daily downloads in April from March’s 5.02 million.
“April’s Fiksu Indexes reflect three key forces at play which, when combined, created increases in volume and costs,” stated Micah Adler, CEO, Fiksu. “First, the relentless industry investment in mobile by brands large and small that kept competition high. Second, the industry’s smooth transition from Apple’s UDID to its new Advertising Identifier (IDFA) actually kept traffic stable when it could have caused some disruption. And third, the rapid traction of Facebook mobile app install ads, which may have provided developers with a greater pool of efficient inventory and consequently may have buffered the industry against even greater rises in costs.”
The increase in mobile marketing costs noted in the April Fiksu Indexes could be attributed to the end of UDID and the impact of Apple's new IDFA which has prompted many high-visibility, valuable app publishers, such as Pandora, to enter the marketplace, bumping up available premium inventory for advertisers. Previously, these kinds of publishers had been reluctant to participate using earlier identifiers, but they are now reassured by the advertising-friendly IDFA.
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 107 billion app actions including launches, registrations, and in-app purchases, as well as massive amounts of data from real-time bidding requests and mobile advertising networks. 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. Additionally, the company has driven more than 1 billion app downloads for its customers.
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