User acquisition costs fell 59% in January as developers backed off holiday spending, Fiksu says

iOS user acquisition costs plummeted in January, falling from $1.81 to $1.14 per loyal user, a drop of 59 percent month-on-month according to Fiksu, a Boston-based company that helps developers find new users by mediating between ad networks.

The cost to acquire a loyal user (defined as one that opens an app three times) has not been this low since May of 2011, when the average cost was $1.10 per user.

Fiksu attributed the sharp decline in January marketing costs to developers shutting down their aggressive holiday marketing plans.