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App Store Competition Warmed Up in May, While Marketing Costs Droppeds
Published on:
Mobile app downloads increased slightly in May, while the cost to acquire loyal users dipped during the month, according to app analytics firm, Fiksu.
The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) increased by 7.3 percent to 4.54 million daily downloads, from 4.23 million in April.
The Fiksu Cost per Loyal User Index decreased by 13.7 percent in May to $1.26, from $1.46 in April. Note - for the specific purpose of the Fiksu Indexes, a loyal user is defined as someone who opens an app three or more times.
The Fiksu Indexes measure monthly fluctuations in competition for rank in the Apple App Store, and the cost to acquire loyal users, helping mobile app marketers benchmark their performance against industry averages.
"In May, marketers began gearing up for the summer months which, historically, have presented increased opportunity for app promotion," said Micah Adler, CEO, Fiksu. "Yet amid concern around Apple's speculated deprecation of UDID, compounded by a host of confusing alternative UDID-less tracking technologies, we observed inertia. It appears that brands' caution may have contributed to the dip in acquisition costs."
Fiksu currently records more than 1 billion app events per day. This includes app actions - such as 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.
Tags: [mobile apps] [app store] [fiksu]
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