February App Downloads and Marketing Costs Drop | Fiksu Index
Fiksu has released their ‘Cost per Loyal User Index‘ concluding that February had a decline in in marketing costs at $1.29 (down 17%) from January’s $1.56. This clearly represented a bargain period for mobile marketers who may have held back on holiday advertising, and instead chose to spread their spending across the several month to follow to maximize impact.
Additionally, Fiksu’s App Store Competitive Index showed a decrease of 13%, or 810,000 downloads each day, to 5.2 million daily downloads, from January’s 6.01 million. It’s important to note that much of the downloads that came in January were a result of spill-over from Power Week, with the Holiday season in the last month of December. This 1 week period saw over 1.2 billion app downloads.
With no major events or device launches occurring last month the Indexes provide early indications of what we can expect the “new normal” to be for marketers this year. That is until, the next big splash (event, product release, major OS update) which will most likely drive up acquisition and competition costs.