Fiksu: anticipation for iPhone 5 depressed downloads, user acquisition costs in August
Rumors, leaks and hype surrounding the iPhone 5 seemed to be inescapable in August, and the pre-launch anticipation caused both iOS downloads and user acquisition costs plunge during the month according to Fisku.
The Boston-based company reported the cost to acquire a loyal user — defined as someone who will open an app at least three times — fell by almost 13 percent in August, dropping from $1.54 in July to $1.34 in August.
Fiksu CEO Micah Adler likened August’s plunge to the calm that comes before a storm, explaining that many advertisers ratcheted back their marketing spend during August in order to devote more resources to the iPhone 5 and iOS 6 launches in September.
Interestingly, marketer plans surrounding the iPhone 5 launch were almost opposite to those used for the Oct.
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