On Wednesday, new data released by Fiksu showed declining mobile app download volumes and user acquisition costs as the 2012 holiday season drew to a close.
As MMW reported in January, mobile app downloads soared over the Christmas holiday, as tens of thousands of new smartphones and tablets were unboxed.
The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) dropped 13 percent, or 810,000 downloads each day, to 5.20 million daily downloads in February, from January’s 6.01 million.
The Fiksu Cost per Loyal User Index continued its downward trajectory in February, decreasing 17 percent, or 27 cents, to $1.29, from January’s $1.56. February presented a bargain period for mobile marketers who held back on holiday advertising, preferring instead to spread out their spending over several months to maximize impact.
“On the heels of a record-shattering holiday season, February presented a more consistent ‘normalized’ and valuable landscape for mobile app marketers,” says Micah Adler, CEO of Fiksu. “In the absence of major events or device launches during the month, the February Indexes provide early indication of what we can expect the ‘new normal’ to be for marketers this year.”
To check out Fiksu’s full analysis, click here.