Fiksu: October Index predicts large mobile marketing push this holiday

Image via Fiksu

User acquisition and marketing company Fiksu today released its latest Fiksu Index, revealing new data in the areas of cost per loyal app user and daily download volume of the iPhone’s most popular applications, all with a focus on the impact of the release of the iPhone 5S and iPhone 5C.

The Fiksu Cost per Loyal User Index showed a decrease of three percent in October, from $1.68 in September 2013 to $1.63 in October, with a loyal user being defined as a user who opens an app at least three times. This figure may be relatively unchanged month-over-month, but is actually a 54 percent increase in cost year-over-year.

Fiksu attributes this to the release of the iPhone 5 last year, which produced higher organic app downloads as iPhone 5 users searched for apps to try on their new device. As a result, the cost per new user decreased. In contrast, even though the iPhone 5S and 5C released in September, costs remained relatively steady through the end of October 2013.

Meanwhile, the Fiksu App Store Competitive Index saw a two percent decrease in daily downloads of the top 200 free iPhone apps in the US, from 5.7 million daily downloads in September to 5.6 million in October.

Image via Fiksu

According to Fiksu, this ‘seasonal lull’ will vanish as app marketers launch massive campaigns throughout the holiday season, to capitalize on the number of new devices given as holiday presents.

“During the month of October, we observed record numbers of consumers purchasing new iPhone 5s and 5c phones and eagerly downloading new apps onto these devices – keeping download volumes up,” said Micah Adler, CEO and founder of Fiksu, in a company statement.

“However, the increase in advertising activity as some marketers rushed to get in front of this new audience, coupled with consumers’ propensity to be particularly loyal to the first wave of apps they download on a new device, helped keep costs stable throughout the month. Additionally, some marketers chose to hold back in October, preferring to limit spending while they planned for larger splash campaigns timed around the fast-approaching holiday season.”