So long, farewell, good riddance. These are our parting words to the Cost Per Install (CPI) Index as, this month, we announce we have officially retired it. Why? Well, although it still has a role, CPI should no longer be the central metric to measure app marketing success. We don’t think advertisers should focus on it — so we’re not going to focus on it either. Marketers and advertisers are now dealing with a heavily saturated app market and realizing the lifetime value of a user is more important than just high app install volumes. They understand that using more…..
Category: Fiksu Indexes
Last month, our indexes showed a massive opportunity: January 2016 was the first time in a year and a half that the cost to secure a loyal user decreased, falling 34 percent from December to $2.78. But in February, there was a reversal, as the price to acquire a loyal user went back up 26 percent to $3.50. The reality is that in an increasingly crowded mobile market, sustained app engagement is progressively more difficult. So January’s data represented a notable break for advertisers, particularly following the historically expensive holiday months. In the meantime, app download volumes decreased slightly during…..
This month’s app marketing costs, measured by our Cost Per Loyal User Index, broke the September’s record high of $4.14 – hitting $4.23 in December. That’s a 19 percent jump in costs from November, and a 101 percent increase in costs since last year at this time. App download volume also increased– as was expected during the holiday season – as users activated new devices and downloaded new apps. December downloads reached 8.5 million; a 16 percent rise since November. It was interesting to see the increase in costs outpace the increase in app downloads. This indicates that holiday app…..
App downloads and marketing costs fell slightly in November as the app marketing landscape settled slightly. Unprecedented volume and cost growth throughout the year created the environment for this month’s small month-over-month decline. Specifically, the App Store Competitive Index dropped to 7.3 million daily downloads, down eight percent from October. Meanwhile, the Cost Per Loyal User (CPLU) Index dropped 11 percent month-over-month, to $3.55. Loyalty costs maintained strong growth over 2014, however, with CPLU growing 125 percent since November 2014. We suspect this month may have seen less activity from marketers in anticipation of Christmas pushes. Alternatively, marketers could be…..
App downloads were flying high this October, rising 23 percent since last month and reaching 7.9 million total downloads. With the late September release of the latest iPhone—the 6S—consumers got straight to work during October, installing apps on their new devices. In the meantime, the cost to acquire a loyal user fell slightly. This leveling of CPLU happened as a result of app loyalty: as many iPhone 6S users added ‘vital apps’ to their new devices—apps they already have a tendency to keep and use—this drew the overall cost to acquire users in October down. Higher media costs this October…..
The new iPhones had a dramatic impact on app downloads in September—but not in the direction you might think. We saw a sharp decline in app download volume, down 21 percent to 6.4 million daily downloads, the lowest volume since last September. Seems like consumers anticipating an upgrade to one of the new iPhones at the end of the month cut back on their app downloads. It makes sense: why go looking for new apps when you know you’re about to upgrade? Similarly, the release of iOS 9 and resulting flurry of app upgrades issued by developers may have contributed…..
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…..
In July, we saw the cost per install rise, and the cost to acquire a loyal user fall. When both these patterns happen in the same month, it is indicative of smarter targeting by marketers. In essence, they’ve been spending more to get their messages in front of the right audiences at the right time – and earning long-term loyalty in return. More specifically, the CPLU dropped 7 percent from last month to $2.98, representing a 51 percent increase year-over-year. CPI on iOS increased to $1.43, a rise of 24 percent since June and an increase of 16 percent since…..
Our Indexes revealed a significant rise in cost per loyal user and app download volumes in June. Increasing 24 percent over last month, app volume reached 8.3 million daily downloads. Meanwhile, June’s cost per loyal user soared to $3.21, which represents an increase of 30 percent since last month. Clearly, while the ever-increasing app downloads are providing greater inventory for in-app advertising, marketers are still challenged to precisely target loyal app users. Two factors are most likely responsible for the increase in costs this month. First, Nielsen has foundthat the average number of apps used per person has not increased…..
This month we finally can report a slight drop in the numbers – in both mobile marketing costs and app downloads – which may come as a welcome relief for marketers. App install volume of the top 200 free iOS apps decreased 17 percent to 6.7 million, according to the Fiksu App Store Competitive Index. Along with falling downloads were declining costs, as May’s cost per loyal user of $2.47 was down 10 percent since last month. These two trends tell us that as brands explore new tactics, particularly on the audience buying side, a shift towards smarter targeting has…..