On Thursday, Fiksu reported its latest findings, which suggest that last week’s release of iPhone 5 (and the corresponding release of iOS 6) may have been the biggest culprit in driving iOS app downloads lower.
The Fiksu App Store Competitive Index dropped by 7.3 percent to 4.05 million daily downloads in August. That’s down from 4.37 million in July.
The Fiksu Cost per Loyal User Index decreased by 20 cents in August to $1.34. That represents an almost 13 percent drop from $1.54 in July.
The Fiksu Indexes measure monthly fluctuations in competition for rank in the Apple App Store, and the cost to acquire loyal users, helping mobile app marketers benchmark their performance against industry averages.
“August was like the calm before the storm for app marketers,” said Micah Adler, CEO of Fiksu. “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.”
To learn more about Fiksu’s analysis, click here.