User acquisition and marketing company Fiksu has released its indexes for September 2014, which reflect the impact of the launch of both iPhone 6 and iPhone 6 Plus, and Apple’s iOS 8 operating system. The company’s Cost Per Loyal User index for iOS reached an all-time high of $2.25 for September, up 21 percent from August’s $1.86. This number is a 34 percent increase year-over-year and reflects the increasing activity and competition among so many app developers to acquire loyal users.
Fiksu’s usage tracker showed adoption of iPhone 6 was 116 percent higher than that of the iPhone 5 in the first 30 days after launch. When users receive new devices, they rapidly download multiple new apps to test on their smartphones, and app marketers have been shown to be willing to spend the extra money to gain their attention.
Also on iOS, Fiksu’s App Store Competitive index increased four percent month-over-month to 5.5 million daily downloads. This index measures the average number of daily downloads of the top 200 free iPhone apps in the US. While an increase from last month, this figure is actually four percent lower than that of September 2013, which Fiksu attributes, in part, to the large download size of iOS 8, which required users to free up space on their devices, and therefore download less apps, even for a short period of time.
The iOS Cost Per Launch increased as well, to $0.29. This is a 36 percent increase from August and a 48 percent increase over this time last year. Cost Per Install increased six percent month-over-month, to $1.23. These rising figures, again, reflect the competition among marketers trying to capitalize on increased user activity on new iOS devices.Meanwhile, the Cost Per Launch index continues to fall on Android, dropping to $0.08 for September, a decrease of 10 percent from August, and a decrease of nine percent year-over-year. However, Android’s Cost Per Install rose to $1.00 on Android, up 14 percent month-over-month.
“The escalating year-over-year growth of mobile devices, apps and media costs highlights the immense opportunities and challenges facing marketers today,” said Micah Adler, CEO of Fiksu, in a statement. “The launch of a new iPhone and iOS in September only sets the stage for app marketers as they head into the busy holiday season. We expect to see even more activity as a result of the new iPads and Android devices from Samsung and Google’s Nexus family in the coming months.”
Fiksu’s full September Indexes are available on the company’s website.