Above: Mobile apps are taking off.
Image Credit: Shutterstock
The number of downloads on the iOS App Store
hit a record of 7.1 million daily downloads in March, up 41 percent from a year
ago, according to mobile app marketer Fiksu.
The Fiksu data also shows that the cost of launching new apps on iOS
dropped 10 percent from February to 17 cents, while Android dropped 5 percent
to 10 cents.
Although traffic was high, marketers were able to keep spending in check
through programmatic buying, the automated purchasing of mobile ads in a
targeted way. The decrease in cost per app launch – the cost of each
repeat app launch over time, which focuses on engagement and life-time value of
mobile users — is due not to the increase in devices in the market, but to the
dramatic increase in app usage.
The Fiksu App Store Competitive Index measures the average aggregate
daily download volume of the top 200 free U.S. iPhone apps. eMarketer believes
that growth rates for both Android and iOS will be almost identical in 2014, so
Android downloads are likely following the same path.
Above: Fiksu cost per loyal user
Image Credit:
Fiksu
When app usage grows, there are more app launches and more time spent in
the apps. At the same time, it is still challenging to attract loyal app users,
those who open an app three times or more. The cost per install on iOS rose 20
percent in March from a year ago, while the cost per loyal user rose 7 percent.
That means marketers are getting smarter about leveraging the right ad formats,
ad creatives, and targeting tools so they reach the right users.
If it weren’t for those tactics, the cost per loyal user would have
risen 20 percent.
“The March indexes tell us that while the market is only getting bigger
each month, it has also grown volumes in terms of maturity,” says Micah Adler,
CEO of Fiksu.
“With the addition of programmatic and optimization technologies,
marketers have the tools to market their apps better and can do so without
breaking the bank. As we’ve seen with major players like Facebook, Twitter, and
Yahoo! getting in the game, the industry has certainly come a long way in the
last year, and what was once a challenge for app marketers is now an industry
standard.”
To date, Fiksu has accumulated more than 252 billion app actions
including launches, registrations and in-app purchases.
Above: Fiksu app downloads for top 200 apps.
Image Credit: Fiksu
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