Fiksu: iPhone 5 anticipation triggered decline in iOS app downloads
Daily downloads from Apple's (NASDAQ:AAPL) App Store dropped more than 7 percent in August, a decline credited to mounting consumer anticipation for the new iPhone 5 and its revamped iOS 6 operating system, according to mobile user acquisition platform Fiksu.
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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 fell to 4.05 million per day in August, down from 4.37 million in July--a 7.3 percent decline. Fiksu's Cost per Loyal User Index, which measures the cost of acquiring a loyal user for brands who proactively market their apps, decreased by close to 13 percent to $1.34, down from $1.54 the previous month.
"August was like the calm before the storm for app marketers," said Fiksu CEO Micah Adler. "Similar to the period preceding the iPhone 4S launch in 2011, we saw users once again holding off on downloading apps in the weeks before the much-anticipated iPhone 5 launch. App marketers also took the gas off their advertising spending during August, awaiting the availability of iOS 6 in September and the chance to promote updated apps. The combined effect made for a slow month overall ahead of what we expect to be a busy Q4."
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 42.5 billion app actions like launches, registrations, in-app purchases and real-time bidding requests.
Apple launched the iPhone 5 late last week, selling 5 million units in the smartphone's first weekend at retail. In addition, more than 100 million iOS device owners have updated to iOS 6.
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