Fiksu Reports an Increase in App Downloads and a Lower Cost Per User in May
Keeping up with our trend of taking a look at Fiksu’s monthly indexes, we have some more information from their report for May. In previous months, we’ve been seeing a trend in two of Fiksu’s Indexes: their Competitive Index and Cost per Loyal User Index. The App Store Competitive Index has been steadily dropping since January, but we’re seeing a slight increase there for May. In addition, the Cost per Loyal User Index has dropped a little farther than it rose in the previous month.
The App Store Competitive Index, which measures the daily download volumes of the top 200 free iPhone apps, dropped sharply after record highs in January and February (6.79M and 6.35M). The index has remained relatively steady in the months after with 4.45M in March, 4.23M in April, and now 4.54M in May.
The Cost per Loyal User Index, which tracks the cost to obtain “loyal users” (users who open an app three or more times), has been low compared to its recent high in December of last year ($1.81). In the following months, it has remained between $1.14 and $1.46. In May, the index was at $1.26.
CEO of Fiksu, Micah Adler, weighs in on May’s statistics,
“In May, marketers began gearing up for the summer months which, historically, have presented increased opportunity for app promotion.Yet amid concern around Apple’s speculated deprecation of UDID, compounded by a host of confusing alternative UDID-less tracking technologies, we observed inertia. It appears that brands’ caution may have contributed to the dip in acquisition costs.”