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…..
Tag: Cost Per Loyal User
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…..
April “showered” marketers whose apps sit outside of the top 200 with a great opportunity to get increased visibility from their marketing spend as the big brands dialed back on spending before gearing up for their summer campaigns. The Indexes saw an increase in app marketing costs as dollars continued to pour in throughout April, especially from small and mid-sized publishers. Meanwhile, the App Store Competitive Index, which measures download volume among the top 200 ranked apps, dropped 25 percent, to 5.34M from March’s 7.1M peak. It should be noted that this is not reflective of the broader app landscape,…..
Our November Fiksu Indexes marked the start of the 2013 holiday season rush, with app marketing costs and daily downloads beginning their upward climb. And, when combined with our device usage tracker, they hinted at what’s in store for a record-shattering December! The Cost per Loyal User Index jumped 10 percent, or 16 cents, to $1.79 from October’s $1.63 – a 25 percent increase in costs year-over-year. This month’s increase follows suit with the increase seen in November 2012 following the iPhone 5 launch, although the swing isn’t nearly as drastic since costs in October 2013 didn’t drop to October 2012’s historic…..