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…..
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…..