Fiksu: Decreased marketing costs, increased downloads seen in December


User acquisition and marketing company Fiksu has released its December App Store Competitive Index and Cost per Loyal User Index, measuring app downloads and user acquisition costs for December 2013. The reports show app downloads spiked in December, thanks to so many new devices being given as holiday presents, while user acquisition costs decreased month-over-month.

Fiksu’s App Store Competitive Index, which measures the average daily downloads for the top 200 free iPhone apps in the US, saw a 12 percent jump to 6.4 million daily downloads from November’s figure of 5.7 million downloads. This is a 20 percent increase year-over-year, triggered by new iPhone owners looking to add apps to their new devices (like the iPhone 5S and 5C).

Meanwhile, the Cost per Loyal User Index showed a decrease from November’s figure of $1.79 to $1.75 in December. While this is a five percent increase in costs year-over-year, Fiksu attributes the month-over-month decrease to the fact that many users download the apps they care about most first, when acquiring a new device, and are then loyal users to those apps. Fiksu defines loyal users as those who open the same app at least three times.


In addition, Fiksu says app marketers are becoming smarter, spreading their campaign budgets throughout the entire holiday season, from Cyber Monday through the New Year, rather than focusing just on Christmas proper.

“We’re reaching a maturation point in the app market as marketers get ever-smarter about how they use their marketing budgets,” said Micah Adler, CEO and founder of Fiksu. “Acquiring users is not the be-all-end-all for today’s savvy marketer. Reengaging with users over time and solidifying user loyalty is the ultimate goal, and this month’s indexes indicate the early adoption of this strategy.”

Fiksu’s newest reports are available on the company’s website.