“Reaching a new milestone of 9.2M app downloads — up over a million from last month — is an indicator of what we call the ‘the new reality of apps,’” said Micah Adler, CEO of Fiksu, in a statement. “Consumer demand across iOS and Android is rising, which draws significant attention from major brands who are putting cost pressure on the games and other mobile-first apps.”
App downloads set a new record for the third consecutive month in December, but the cost of acquiring loyal users also rose 20 percent from a year ago, according to data collected by mobile marketing tech firm Fiksu.
The results show that people are increasing their appetite for free iOS apps, but brand marketers are driving up the costs of acquiring those individuals by spending heavily during the holiday season. But while spending on overall apps was up, the cost of advertising mobile games actually dropped.