The month of August marked a watershed moment for the Fiksu Indexes, as the Cost Per Loyal User (CPLU) index surpassed $4 for the first time. That’s a 36 percent rise since July and a 117 percent increase since last year.
August’s results reflect increased activity across the world of mobile marketing, indicating that advertisers are allocating more money toward mobile and trading higher costs for greater audience precision. The takeaway? Advertisers need to continue spending smart in order to target the right mobile audiences in this increasingly competitive app marketing ecosystem.
On the app download front, the Fiksu App Store Competitive Index, which tracks the average aggregate daily downloads of the top 200 free iOS apps, rose to 8.1 million – an 8 percent increase since July and 53 percent year-over-year. Meanwhile, the Cost Per Install Index (CPI) dropped slightly, to $1.32 on iOS and $1.91 on Android. This mismatch – increasing CPLU and decreasing in CPI – makes it clear that competition has ramped up for fall campaigns but advertisers are struggling to capture attention, perhaps because users are simply using more apps – making loyalty more difficult to establish.
Moving forward, the wave of excitement over Apple’s new OS and devices will certainly contribute to the supremacy of apps and provide increasing opportunities for advertisers to deliver more advertisements to users.
To read more about the data, along with our full analysis, check out the results here:http://www.fiksu.com/resources/fiksu-indexes#analysis.