Rumors, leaks, hype, pre-release turmoil around the iPhone 5 in August negatively affected both the number of downloads from the App Store and the cost of attracting users, according to Fiksu specialists.
According to the Boston monitoring company, in August, the purchase price of a loyal user – that is, the one who launched the application at least three times – fell by almost 13%, from $1.54 in July to $1.34.
Micah Adler, executive director of Fiksu, speaks of such a drop as the “calm before the storm”, explaining that many publishers decided to slow down with marketing costs in order to invest more resources with the release of the iPhone 5.
Interestingly, the plans of marketers in connection with the launch of the iPhone 5 are fundamentally different from those that were executed by them last year before the October release of the iPhone 4S. Then in September, the cost of a loyal user reached a record $1.64.
Unlike publishers, the behavior of users, as Fiksu found out, is very consistent. As last year, on the eve of the release of the new Apple device, the number of free downloads fell, however, not by 6%, but by 7.3% to 4.05 million per day.
