Fiksu’s March Index reveals steady landscape for mobile app downloads and marketing costs

By Scott Reyburn Comment

Fiksu logoFiksu today reported a steady landscape for daily download volumes and mobile app marketing costs in its March 2013 Index. The user acquisition and marketing company also announced that its Fiksu Mobile App Marketing Platform has now registered 100 billion app user actions and driven more than one billion app downloads.

Fiksu reported a cost per loyal user increase of 5 percent, or $0.07, to $1.36, from $1.29 in February’s Index. Marketing costs are up by approximately 5 percent year-over-year when compared to costs of $1.30 per loyal user in March 2012’s Index. The Boston-based company, which measures the average aggregate daily download volume of the top 200 free iPhone apps in the U.S., noted a 4 percent decline in daily mobile app downloads, moving from 5.20 million daily downloads in February to 5.02 million downloads in March. Although daily download volumes remained steady month-over-month, volumes were up 12 percent year-over-year from March 2012’s figure of 4.45 million daily downloads.

“The ‘new normal‘ continued in March, which was good news for mobile app marketers,” says Micah Adler, CEO of Fiksu, in a statement. “Inventory has increased but costs have held steady, reflecting a maturity in the overall quality of apps and their ability to engage users. Despite the last few steady months, marketers must always be prepared for the ebbs and flows that inevitably happen in the complex app ecosystem.”

For the purpose Fiksu’s Indexes, the company denotes a loyal user as a person who open an app three or more times. These reports are meant to help mobile app marketers gauge their performance against industry trends.