fiksu reports downloads up, cpu down in q3 2013
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Fiksu Reports Downloads Up, CPU Down in Q32013
Well, Internet it looks like you took our 2013 Holiday marketing advice to heart!
Like many, we here at ComboApp have just seen Fisku’s Q3 2013 competitive indexes, andwe’re delighted to see that across the board downloads were up, while marketing campaigncosts were down during the holiday season just past.
From Inside Mobile Apps:
“Fiksu’s App Store Competitive Index, which measures the average daily downloads for the top200 free iPhone apps in the US, saw a 12 percent jump to 6.4 million daily downloads fromNovember’s figure of 5.7 million downloads. This is a 20 percent increase yearoveryear,triggered by new iPhone owners looking to add apps to their new devices (like the iPhone 5S and5C).”
Of course sales were up! This year hosted a ton of new tech gadgets which people(undoubtedly) wanted to install cool apps onto. That is just a nobrainer, the holidays (fromTDay, thru to New Year’s even extending to Valentine’s Day this coming Friday) is the periodwhere most people splash out on new tech… and, new apps.
Inside Mobile Apps continues:“Meanwhile, the Cost per Loyal User Index showed a decrease from November’s figure of $1.79to $1.75 in December. While this is a five percent increase in costs yearoveryear, Fiksuattributes the monthovermonth decrease to the fact that many users download the apps they
care about most first, when acquiring a new device, and are then loyal users to those apps.Fiksu defines loyal users as those who open the same app at least three times.”
Well, this this is news!
As you can see from Fisku’s graph above, CPU reached a record high of $1.90/user in August of2013. What the drop in CPU shows is that slowly marketers are starting to understand that it’snot about quantity of user, it’s about QUALITY of user.
As we’ve pointed out multiple times, multiple places having a ton of users download your appand then never open it means veritably nothing. Especially in a market which is moving more andmore towards the “freemium” model. A download just a download gets you nothing but anumber, which is useless for your bottom line.
Whereas an engaged “loyal user” (ie: one who opens the app three or more times and makesinapp purchases or clicks thru advertising) is everything.
It’s good to see this thought catching on.
Continue on as you were, Internet!
Kate Kotler,writer.