iPhone App Downloads Continued to Fall in April While Competition Heated Up, Report Fiksu Indexes

Marketers Jump on New Opportunities in App Store's Hottest Categories, Driving Up Rank Competition

May 29, 2012, 09:00 ET from Fiksu, Inc.

BOSTON, May 29, 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 that mobile app downloads continued to decline in April, while the cost to acquire loyal users picked up.

Movement in the social networking and games categories in the Apple App Store introduced new mobile advertising opportunities and heightened competition, causing the mobile marketing costs to increase.  In particular, Facebook's acquisition of Instagram helped draw increased attention to these hot categories during April.

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) dropped by 4.9 percent to 4.23 million daily downloads, down from 4.45 million in March.   

The Fiksu Cost per Loyal User Index rose by 12.3 percent in April to $1.46, from $1.30 in March.   

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.

"April's continued downward trajectory of app downloads was expected, as no major events sparked discovery during the month," said Micah Adler, CEO, Fiksu. "Additionally, app marketers continued to scale back their use of robotic install tactics in response to Apple's policy on third-party marketing services."

"However, we observed more aggressive advertising spending as marketers moved out of the first quarter lull and began to seek new opportunities to compete for rank especially in the dynamic social networking and games categories, which experienced volatility during the month," continued Adler.

For Fiksu's full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.

Data for the Fiksu Indexes was sourced from among more than 24.9 billion mobile app actions – such as app launches, registrations and in-app purchases – and more than 357.6 million downloads recorded by apps marketed via the Fiksu for Mobile Apps user acquisition platform.

About Fiksu
Fiksu, Inc. helps leading brands boost iOS and Android mobile app ranking and secure large volumes of loyal users. The Fiksu® for Mobile Apps platform 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. Based in Boston, Mass., Fiksu is venture-backed by 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.