App Store Competition Warmed Up, While Mobile Marketing Costs Dipped, Report May Fiksu Indexes

As Marketers Geared Up for Summer, Caution Prevailed During UDID Transition

Jun 29, 2012, 08:00 ET from Fiksu, Inc.

BOSTON, June 29, 2012 /PRNewswire/ -- Fiksu, Inc. (, the industry's first cost-effective mobile app user acquisition platform spanning the global mobile ecosystem, today announced that mobile app downloads increased slightly in May, while the cost to acquire loyal users dipped during the month.

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) increased by 7.3 percent to 4.54 million daily downloads, from 4.23 million in April.    

The Fiksu Cost per Loyal User Index decreased by 13.7 percent in May to $1.26, from $1.46 in April.   

The Fiksu Indexes measure monthly fluctuations in competition for rank in the Apple App Store, and the cost to acquire loyal users(1), helping mobile app marketers benchmark their performance against industry averages. For more than 12 months, Fiksu has tracked these fluctuations, and this new infographic depicts the ebbs and flows in app store dynamics and mobile app marketing costs.

"In May, marketers began gearing up for the summer months which, historically, have presented increased opportunity for app promotion," said Micah Adler, CEO, Fiksu. "Yet amid concern around Apple's speculated deprecation of UDID, compounded by a host of confusing alternative UDID-less tracking technologies, we observed inertia. It appears that brands' caution may have contributed to the dip in acquisition costs."   

Fiksu currently records more than 1 billion app events per day. This includes app actions – such as launches, registrations and in-app purchases, as well as real time bidding requests. This data is used to drive real time optimization of ad campaigns, to help app developers acquire large volumes of loyal users at very efficient costs.  

(1) For the specific purpose of the Fiksu Indexes, a loyal user is defined as someone who opens an app three or more times.

About Fiksu
Fiksu, Inc. helps leading brands optimize their iOS and Android mobile app marketing campaigns and secure large volumes of loyal users. The company's flagship platform, Fiksu® for Mobile Apps spans the entire mobile ecosystem providing the most cost-effective, predictable and intelligent mobile advertising solution, slashing user acquisition costs and ensuring sustained user engagement. Additionally, Fiksu offers FreeMyApps, an app discovery platform where users are rewarded. Based in Boston, Mass., Fiksu is venture-backed by Charles River Ventures. More at and on the Fiksu blog.

SOURCE Fiksu, Inc.