On Thursday, Fiksu confirmed that the cost to acquire a loyal app user dropped by 16 percent during the month of September 2012.
According to the data presented, the arrival of Apple’s iPhone 5 triggered app downloads to skyrocket by 33 percent immediately following the device’s market introduction on September 21st.
In terms of dollars and cents, the Fiksu Cost per Loyal User Index was $1.13 in September, which is down 21 cents – or 16% – from August’s $1.34.
“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 Micah Adler, CEO of Fiksu. “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.”
To review Fiksu’s complete analysis, click here.
