User acquisition and marketing company Fiksu has released its indexes for the month of August 2014, which seemed to reflect a “wait and see” dynamic for app installs across both iOS and Android devices. In addition, Fiksu found the anticipation for the launch of the iPhone 6, iPhone 6 Plus and iOS 8 lowered app marketing costs, alongside the expected summer holiday slowdowns. This resulted in a Cost Per Loyal User of $1.86 on iOS, down six percent month-over-month, and two percent year-over-year.
The lessened marketing activity was more noticeable on Android. The Cost Per Launch index dropped to $0.09 on Android, a decrease of 23 percent from last month and 21 percent year-over-year. In addition, the Android Cost Per Install index fell to $0.88, a decrease of 31 percent month-over-month. Fiksu expects these costs to rise again in advance of the holiday season, and advises app marketers to focus on Android now, when the rates are lower.
While Android showed declines on a few indexes, iOS Cost Per Launch climbed 23 percent month over-month and 49 percent year-over-year, to $0.23. Still on iOS, Cost Per Install dropped five percent from July to $1.16. However, that’s still 40 percent higher than this time in 2013. Overall, these stats reflect that marketers were spending less, which decreases overall Cost Per Install rates. However, users were also spending less time within apps, which increased the Cost Per Launch.Elsewhere, Fiksu’s App Store Competitive Index, which tracks the average number of daily downloads for the top 200 free iPhone apps in the US, fell 15 percent month-over-month and 10 percent year-over-year. As with last year, Fiksu expects this number to rise during the holiday season, when devices are given as presents, and in the near future, as marketers work to target users with new iPhones to download their apps.
“As we’ve seen in past years, anticipation for new Apple devices always curtails mobile marketing spend and app installs as users and app marketers eagerly await the new smartphones,” said Micah Adler, CEO of Fiksu, in a statement. “While all eyes are focused on the user experience and functionality of the new iPhones and iOS, marketers shouldn’t lose sight of the valuable opportunity to market to loyal Android users at this precise time of year.”
Fiksu’s full August indexes are available on the company’s website.