Fiksu: iOS app downloads, marketing costs hold steady in March


Daily downloads from Apple's (NASDAQ:AAPL) App Store held relatively steady in March, according to mobile user acquisition platform Fiksu.

The Fiksu App Store Competitive Index, which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps, reports that App Store downloads averaged 5.02 million per day last month, slipping 4 percent from 5.2 million per day in February. Average daily iOS app downloads have increased 12 percent year-over-year since March 2012, Fiksu adds.

Fiksu's App Store Competitive Index (March 2013)

Fiksu's Cost per Loyal User Index, which measures the cost of acquiring a loyal user for brands who proactively market their apps, increased 5 percent to $1.36, up from $1.29 the previous month.

Cost per loyal user

Fiksu's Cost per Loyal User Index (March 2013)

"The "new normal" continued in March, which was good news for mobile app marketers," said Fiksu CEO Micah Adler. "Inventory has increased but costs have held steady, reflecting a maturity in the overall quality of apps and their ability to engage users. Despite the last few steady months, marketers must always be prepared for the ebbs and flows that inevitably happen in the complex app ecosystem." 

The Fiksu platform is designed to help brands more cost-effectively market their iOS and Android applications, leveraging predictive algorithms to optimize advertising campaigns in real time. The firm has accumulated more than 100 billion app actions like launches, registrations, in-app purchases and real-time bidding requests.

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