Mobile App Downloads Plummet in September, Report Fiksu Indexes

Mobile App Marketing Costs Hit All-time High as Consumers Held Out for iPhone 4S

Oct 26, 2011, 09:00 ET from Fiksu, Inc.

BOSTON, Oct. 26, 2011 /PRNewswire/ -- Fiksu, Inc. (, the industry's first mobile app user acquisition platform spanning the entire mobile ecosystem, today reported that anticipation for the launch of the iPhone 4S in early October continued to cause a drop in app downloads in September, prompting a record high in mobile app marketing costs.

The Fiksu Indexes, which measure monthly fluctuations in competition for rank in the app stores, and the cost to acquire loyal users(1), help mobile app marketers benchmark their performance against industry averages.

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 six percent from 4.06 million downloads in August to 3.8 million in September. This marks one of the largest decreases in mobile app downloads since Fiksu began tracking mobile app marketing data in May 2011.

Conversely, September marked an all-time high for the Fiksu Cost per Loyal User Index, which continued its upward track. It increased by 10 cents to $1.64 in September, a six percent jump from $1.54 in August. Fiksu also recorded a continued decline in organic iPhone app downloads during September, though not as dramatic as in August, which contributed to the increased costs to acquire loyal app users.

"It's no surprise to see downloads continue to drop in September, as they did in August, as consumers eagerly awaited the release of Apple's newest iPhone," said Micah Adler, CEO, Fiksu. "Now that the iPhone 4S is available – and, with four million models sold over its launch weekend – we can certainly expect next month's Fiksu Indexes to paint a markedly different picture. Early indicators already point to an increase in October's app download volumes."

For Fiksu's full analysis, visit

Data for the Fiksu Indexes was sourced from 4 billion mobile app actions – such as app launches, registrations and in-app purchases – and more than 100 million downloads recorded by apps marketed via the Fiksu for Mobile Apps user acquisition platform.

About Fiksu

Fiksu, Inc. is a new marketing technology company. Fiksu® for Mobile Apps is the company's first solution designed to help mobile app brands on iOS and Android platforms achieve their business goals faster and more cost-effectively. Based in Boston, Mass., Fiksu – which means 'smart' in Finnish – is venture-backed by Charles River Ventures. The company was born from Fluent Mobile, developer of the Fluent News™ app. More at and on the Fiksu blog.

(1) A loyal user is defined as someone who opens an app three or more times.

SOURCE Fiksu, Inc.