App, App, and Away: Mobile App Downloads at Record Highs

App, App, and Away Mobile App Downloads at Record HighsAt the end of last month, the team at Fiksu was feverishly tabulating the data which now shows that app download volumes are stronger than ever today.

Specifically, app download volume exploded to unprecedented levels in November,  according to the latest indexes published by Fiksu.

The Fiksu App Store Competitive Index, which tracks the average aggregate daily download volume of the top 200 free iOS apps, “surged to 8.1 million downloads in November, propelled by new iPhone ownership and increased app activity over the Thanksgiving break,” the report summary reads. “Compared to November 2013, app download volumes have grown by a notable 42 percent year-over-year.”

The Fiksu Cost Per Loyal User Index (CPLU) declined 27 percent to $1.58 in November, a 12 percent decrease year-over-year. This decrease in costs was driven by two main factors. First, the surge of new iPhone 6 and 6 Plus devices meant higher organic download volumes as users eagerly loaded up their new phones with apps, particularly during the holiday downtime. Second, as reports have indicated, app engagement has increased in 2014. This includes time in-app, which increased by 21 percent, and frequency of opening apps, which increased to 11.5 times per month, up from 9.4 times a year ago.

“Breaking the 8M app download threshold marks a staggering new milestone for mobile marketers and sets the tone for a new year filled with both promise and challenges,” says Micah Adler, CEO of Fiksu. “As we’ve seen in past years, the effect will surely last into January with volumes and acquisition costs continuing to rise. While January isn’t a bargain time for marketers, it is an important time to plan for acquiring new users and adopting strategies for retaining them.”

To learn more, check out the full breadth of data available here.