Data from Fiksu, Inc., the data-fueled mobile marketing technology company, reveals a relative stabilization in app activity in February, after four consecutive record-breaking months of volume and similarly high costs. The Fiksu App Store Competitive Index, which tracks the average aggregate daily download volume of the top 200 free iOS apps, registered 9.7 million daily downloads, down 6 percent from January. This pattern is similar to last February (traditionally a shorter month without major industry events and some slowdown of holiday spending) but notably, volume is up 43 percent year-over-year.
Likewise, Fiksu found that the cost to acquire loyal users dipped slightly in February, but retained a considerable increase over 2014. The Fiksu Cost Per Loyal User Index (CPLU) was down 3 percent from January to $2.80 in February, but still up 76 percent year-over-year.
The February Cost Per Install Index (CPI), which measures the cost per app installs directly attributed to advertising, was also flat month-over-month at $1.28 on iOS, but up 17 percent year-over-year. The Cost Per Install Index for Android was also near level, down just 1 percent for the month to $1.51 but up 16 percent year-over-year
Despite the trend of increased costs over last year, app publishers and brands are continuing to invest in mobile advertising and are generating significant return from their campaigns. In fact, eMarketer recently reported that 2015 is the year when mobile ad spending will surpass desktop digital spending in the U.S., with almost $29B being spent and $3B of that on mobile app install advertising alone. Costs and download volumes continue to maintain strong positions, near record level highs, and demonstrate that advertisers are continuing to see value in their mobile marketing efforts.
“Marketers are becoming familiar with the ebbs and flows of seasonal behavior and the February Indexes reflect the revisiting of priorities and planning for Q2 spending,” said Micah Adler, CEO of Fiksu. “Moving forward, we can expect more use of strategic spending practices via programmatic advertising and improved targeting as marketers seek to both scale and stand out from their competition”
The Fiksu Indexes measure monthly fluctuations in competition for rank in the Apple App Store and the cost to acquire loyal users, helping mobile app marketers benchmark their performance against industry trends; remove complexity and guesswork and plan with more agility.
For Fiksu’s full February analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.
Fiksu provides data-fueled mobile marketing technology that connects brands, agencies, and app advertisers to targeted mobile audiences. Fiksu delivers up to 3x overall campaign performance improvement through the power of Fiksu mIQ™, the industry’s only complete mobile marketing infrastructure that combines actionable data, programmatic reach, and ad performance optimization. This integrated system offers all the capabilities a mobile marketer needs: mobile ad tracking and attribution, audience segmentation, media buying, retargeting, optimization, and analytics. Fiksu promotes thousands of mobile apps and websites for clients such as Amazon, Disney, Groupon, Coca-Cola, Activision, The New York Times, Dunkin’ Donuts, and Starcom. Additionally, Fiksu offers FreeMyApps®, the world’s largest app discovery platform. More at fiksu.com and @Fiksu.