Mobile marketing technology company Fiksu released its indexes for March 2016, which revealed that the cost to acquire a loyal user on iOS decreased 8 percent from February, to $3.21, up 4 percent year-over-year.
In addition, Fiksu’s App Store Competitive Index—which tracks the average number of daily downloads for the top 200 free iOS applications in the U.S.—fell 7 percent in March to 7.6 million daily downloads. This marks an 11 percent decrease year-over-year.
Fiksu said recent Index trends indicate that the “app frenzy” is slowing down, as users are spending more time in fewer apps, and they aren’t downloading as many apps to their devices. As such, Fiksu will no longer release its Cost Per Install Index, as it believes “CPI is no longer a good gauge of an app’s success.”
In a statement, Micah Adler, CEO of Fiksu, commented:
As the app market has evolved, so has our analysis and measurement of what is influencing it. Today, marketers need to be segmenting their users more precisely and analyzing their results to reflect that user segmentation, as well. App users aren’t a single, monolithic group, and that’s why advertisers can’t measure against a single cost per install. Smart marketers should be willing to spend different amounts for users that have different lifetime values.
Fiksu’s complete analysis for March is available here.