On Friday, Fiksu – the mobile app user acquisition platform – announced that mobile app downloads increased slightly in May, while the cost to acquire loyal users dipped during the month.
The Fiksu App Store Competitive Index, however, climbed by 7.3 percent to 4.54 million daily downloads, from 4.23 million in April.
In other words, iPhone app installs are on fire.
The Fiksu Cost per Loyal User Index decreased by 13.7 percent in May to $1.26, from $1.46 in April.
“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 currently records more than 1 billion app events per day. This includes app actions – such as launches, registrations and in-app purchases, as well as real time bidding requests. This data is used to drive real time optimization of ad campaigns, to help app developers acquire large volumes of loyal users at very efficient costs.
In case you’re wondering, for the specific purpose of the Fiksu Indexes, a loyal user is defined “as someone who opens an app three or more times.”