Fiksu: iOS downloads hit new record in January, marketing costs plummet

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Apple's (NASDAQ:AAPL) App Store generated a record number of application downloads in January 2012, even as app marketing costs fell to their lowest point since July 2011, according to mobile user acquisition platform Fiksu.

fiksu 2012 january

Click here to view the Fiksu charts for January 2012.

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 peaked at 6.79 million daily downloads last month, up 12 percent from the previous high of 6.04 million, recorded in December 2011. Fiksu credits the proliferation of new iOS devices gifted during the holidays for driving increased app discovery and usage into the new year. 

Fiksu's Cost per Loyal User Index, which measures the cost of acquiring a loyal user for brands who proactively market their apps, opened 2012 at $1.14, down 59 percent from December's record $1.81. "We've observed many app brands invest heavily in the fourth quarter, seeking extreme growth during the holiday season, then reduce spending in January as they evaluate their marketing programs for the New Year and focus on version upgrades for their apps," Fiksu CEO Micah Adler said in a statement. "However, the latest Indexes show that January is an excellent time for both growth and value--and budget-savvy marketers should take full advantage of this time, instead of slowing down."

Data for the Fiksu Indexes is sourced from more than 13.9 billion mobile app actions like app launches, registrations and in-app purchases and more than 217.4 million downloads recorded by apps marketed via the Fiksu for Mobile Apps user acquisition platform.

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