Fiksu Monthly Report: App Downloads Down, Cost Per User Up

Written on
Mar 29, 2012 
Brian LaRue  |

ADOTAS - Mobile app user acquisition platform Fiksu reported, in the latest of its monthly indexes, released today, that mobile app downloads dropped slightly during the month of February, while the to acquire users viewed by Fiksu as “loyal” rose slightly. With app downloads hitting record figures (6.79 million) in January, the downturn to 6.35 million in February is perhaps not so tragic — it’s still the second-highest figure in the past several months, besting December’s 6.04 million. With the January spike, one can envision countless people figuring out what they could download onto the mobiles they’d just unwrapped during the holiday season — a statement from Fiksu describes February’s number as “a more steady level.” Fiksu also suggested last month’s mild decline was in part a symptom of how appmarketers responded to Apple’s determination — announced on Feb. 6  – to get tough on robotic app installs.

Meanwhile, with the “Cost per Loyal User” index bumping up 15 percent from January, up to $1.31, Fiksu suggested marketers were ramping up their efforts, pointing toward the spring. Nevertheless, that’s the second-lowest Cost per Loyal User figure since July, January being the lowest.

You can read the full monthly report at Fiksu’s site, and charts reflecting the two indexes are below.

Adotas Senior Editor Brian LaRue has been working in journalism in some form or another for slightly longer than his entire adult life, having won his first SPJ (Society of Professional Journalists) Award while he was still in high school. Prior to joining Adotas, he served as a reporter, editor, columnist, critic and blogger, mostly for a number of daily and weekly newspapers scattered around his native Connecticut. In his off hours, Brian maintains an active parallel life as a musician and music blogger.

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