Mobile App Marketing Costs Continued Their Upward Climb, Report the Fiksu July Indexes
Leading Brands Increasingly Turn to Mobile App Marketing to Deliver Engaged Users, Causing Incremental Rise in Costs
BOSTON, Aug. 31, 2012 /PRNewswire/ -- Fiksu, Inc. (www.fiksu.com), the industry's first cost-effective mobile app user acquisition platform spanning the global mobile ecosystem, today reported the continued trajectory of the cost to acquire loyal app users during July. Competition for downloads in the App Store remained stable.
The Fiksu Cost per Loyal User Index increased by seven percent in July to $1.54, from $1.44 in June. July's rise in acquisition costs represents an industry-wide macro trend, as major brands increasingly invest in mobile apps as an integral part of their overall marketing strategies.
The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) dipped slightly by 5.6 percent in July to 4.37 million daily downloads, from 4.63 million in June. Competition for downloads in Apple's App Store continued to hold steady in July, presenting a relatively stable landscape for mobile app marketers.
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.
"2012 was the summer of mobile – from the Olympics-fueled app frenzy to the surge in mobile payment adoption by consumer giants – and if brands hadn't seriously considered riding the mobile wave before, they probably are now," said Micah Adler, CEO, Fiksu. "Over the past three months, we've observed a steady, incremental increase in loyal user acquisition costs as brands increasingly turned to mobile as a pivotal marketing channel for reaching high-quality, engaged users at a fraction of the cost of more traditional advertising methods."
For Fiksu's full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.
Fiksu has accumulated over 37 billion app actions including 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.
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 Qualcomm Ventures and Charles River Ventures. More at www.fiksu.com, @Fiksu and on the Fiksu blog.
(1) For the specific purpose of the Fiksu Indexes, a loyal user is defined as someone who opens an app three or more times.
SOURCE Fiksu, Inc.
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