The cost of acquiring new app users via mobile is rising, according to reseach by Fiksu - as its Cost per Loyal User Index increased in July to $1.54, up by seven per cent from $1.44 in June.
A second index, tracking the average aggregate daily download volume of the top 200 free iPhone apps in the US, dipped slightly by 5.6 per cent in July to 4.37m daily downloads, from 4.63m in June.
“2012 was the summer of mobile – from the Olympics-fueled app frenzy to the surge in mobile payment adoption by consumer giants – and if brands hadn’t seriously considered riding the mobile wave before, they probably are now,” says Fiksu chief exec Micah Adler. “Over the past three months, we’ve observed a steady, incremental increase in loyal user acquisition costs as brands increasingly turned to mobile as a pivotal marketing channel for reaching high-quality, engaged users at a fraction of the cost of more traditional advertising methods.”
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