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App Downloads Soar as iPhone Users Boost Activity During Thanksgiving

Fiksu App Store Competitive Index November 2014

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.

For app marketers it is clear that the new iPhone 6 and 6 Plus devices continue to fuel downloads and app updates. This heighted app download activity also gives explanation to why our Cost per Loyal User Index (CPLU) declined 27 percent to $1.58 in November; a 12 percent decrease year-over-year. Users are organically finding apps to download and engage with. Also at work behind this month’s numbers are reports that show app engagement increasing significantly throughout 2014. This includes time in-app, which increased by 21 percent, and frequency of opening apps, which increased to 11.5 times per month, up from 9.4 times a year ago.

Android app marketers looking to reach a diverse set of users should rejoice this season. Both the Android Cost per Launch (CPL) Index and Cost per Install (CPI) decreased from last month. November saw CPL decrease 16 percent month-over-month and 41 percent year-over-year, while CPI was down two percent since October and 17 percent since last year. As these prices continue to fall, it is an opportune time for marketers to make plans to engage with these users in 2015.

While Android costs saw significant decreases this month, iOS numbers remained relatively stable – but this trend isn’t expected to continue, as December and January are traditionally competitive months. On iOS, the CPL Index decreased to $0.21, down 20 percent since October and up two percent year-over-year, while CPI decreased 25 percent to $1.10 in November, up one percent year-over-year. Marketers should begin planning to get their apps in front of users over the coming months, since according to recent analyst reports, the Apple iPhone device shipments in Q4 2014 are projected to reach the 71.5 million mark.

For our full analysis of this month’s results, visit

Thanks to all who covered the November index, including TechCrunch, VentureBeatInside Mobile Apps, iClarified and Cult of Mac.