Our newly launched January Indexes revealed the aftermath of the 2013 holiday season, during which app marketers fought for the attention of the masses of eager new device owners.
The new Cost per App Launch Index was just $0.16 on both Android and iOS. Converging for the first time since February 2013, this rare occurrence is likely a post-holiday “correction” following the big brand budgets spent around the holidays, especially on Android.
Fiksu’s new Cost per Install (CPI) Index for Android dropped 29 percent to $1.27 in January from its December spike of $1.80. By comparison, the CPI Index for iOS increased 13 percent in to $1.01 in January from December’s $0.88, following several months of stability. This is reflective of a more mature app market in iOS over Android and also reveals the impact of incentivized traffic sources, which are somewhat less popular in the Android market.
We’re continuing to track our existing Indexes and they help to add color to the dynamic app lanscape: in January, the Fiksu Cost per Loyal User Index increased three percent to $1.80 – a 15 percent increase year-over-year. The App Store Competitive Index held steady at 6.4 million downloads per day – a six percent increase year-over-year.
Data is power and our new Indexes are designed to help you optimize your media spend and strategies.