Daily downloads from Apple's (NASDAQ:AAPL [1] ) App Store increased 33 percent in the weeks following the Sept. 21 launch of the company's iPhone 5, 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 App Store downloads averaged 4.07 million per day in September, up slightly from 4.05 million per day in August. Fiksu identifies a dramatic difference in download activity before and after the iPhone 5's release, however: Downloads declined 3 percent in the three weeks leading up to the smartphone's retail rollout, growing by a third during the reminder of the month.
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| Fiksu's App Store Competitive Index (September 2012) |
Fiksu's Cost per Loyal User Index, which measures the cost of acquiring a loyal user for brands who proactively market their apps, dropped 16 percent in September to $1.13, down from $1.34 the previous month. Fiksu notes that the Cost per Loyal User Index reached comparable lows in May 2011, plummeting to $1.10 as a result of Apple's ban on incentive-based installs--the index also fell to $1.14 this past January, following the holiday advertising frenzy.
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| Fiksu's Cost per Loyal User Index (September 2012) |
"A new device launch always presents an opportunity to cost-effectively acquire and engage new loyal users--and marketers are starting to anticipate this," said Fiksu CEO Micah Adler. "As we observed, brands held off on advertising in the run-up to the iPhone 5 launch, then jumped into the fray as the phones hit stores and mailboxes. Despite the increase in advertising volume and CPCs, marketers who went after these new users were rewarded with a nice drop in overall costs for acquiring loyal users."
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 48.2 billion app actions like launches, registrations, in-app purchases and real-time bidding requests.
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