Fiksu: iOS app downloads surge 11% in April, boosted by Facebook install ads

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Daily downloads from Apple's (NASDAQ:AAPL) App Store increased 11 percent in April, galvanized by factors including Facebook (NASDAQ:FB) mobile app install ads, mobile user acquisition platform Fiksu reports.

The Fiksu App Store Competitive Index, which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps, reveals that App Store downloads averaged 5.61 million per day last month, up from 5.02 million per day in March. Fiksu's Cost per Loyal User Index, which measures the cost of acquiring a loyal user for brands who proactively market their apps, increased 10 percent to $1.50, up from $1.36 the previous month.

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

"April's Fiksu Indexes reflect three key forces at play which, when combined, created increases in volume and costs," said Fiksu CEO Micah Adler. "First, the relentless industry investment in mobile by brands large and small that kept competition high. Second, the industry's smooth transition from Apple's UDID to its new Advertising Identifier (IDFA) actually kept traffic stable when it could have caused some disruption. And third, the rapid traction of Facebook mobile app install ads, which may have provided developers with a greater pool of efficient inventory and consequently may have buffered the industry against even greater rises in costs."

Fiksu's App Store Competitive Index (April 2013)

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 107 billion app actions like launches, registrations, in-app purchases and real-time bidding requests.

The Facebook install ads, introduced last fall, target consumers based on the apps and games they already access on their smartphones. Developers select their intended audience demographic, budget and method of payment, and Facebook inserts ads for their apps directly into targeted users' mobile news feeds. In late March, Facebook overhauled the program, enabling developers to reach specific versions of iOS and Android. Facebook's total mobile monthly active users grew from 488 million to 751 million in the first quarter of 2013, a year-over-year increase of 54 percent.

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