Daily downloads from Apple's (NASDAQ:AAPL [1] ) App Store increased 7.3 percent in May 2012, rebounding after two consecutive months in decline, 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 consumers downloaded an average of 4.54 million iPhone apps per day last month, up from 4.23 million a day in April. 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 13.7 percent in May to $1.26, down from $1.46 the previous month.
Fiksu credited the cost of acquisition drop to marketer wariness over Apple's efforts to reject iOS applications that access unique device identifiers in iPhones and iPads. Apple first warned iOS developers in August 2011 that it would limit their access to UDIDs (alphanumeric strings unique to each Apple device), stating on its website that UDID access "has been superseded and may become unsupported in the future." At that time, Apple stated developers may still create identifiers unique to each individual application. Apple began reaching out to some developers this spring, urging them to halt their reliance on UDIDs; reports indicate the company is now aggressively rejecting new app submissions that incorporate UDID use.
"In May, marketers began gearing up for the summer months which, historically, have presented increased opportunity for app promotion," said Fiksu CEO Micah Adler. "Yet amid concern around Apple's speculated deprecation of UDID, compounded by a host of confusing alternative UDID-less tracking technologies, we observed inertia. It appears that brands' caution may have contributed to the dip in acquisition costs."
Fiksu records more than 1 billion app events per day, including actions like launches, registrations and in-app purchases alongside real-time bidding requests. The firm leverages the data to improve ad campaign optimization and help developers cost-effectively boost user loyalty.Â
For more:
- read this release [2]
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Apple rejecting iOS apps that access UDIDs as privacy probe intensifies [3] [4]
Links
- ^ NASDAQ:AAPL (www.fiercewireless.com)
- ^ release (www.marketwatch.com)
- ^ iOS and Android users have different taste in apps (fiercedeveloper.com)
- ^ Apple rejecting iOS apps that access UDIDs as privacy probe intensifies (www.fiercedeveloper.com)
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