The marketing company Fiksu has published another report on the state of the American mobile application market. On the eve of the holiday season, the CPL index for iOS decreased, and the number of downloads from the American App Store, on the contrary, increased.
The cost of each launch is CPLThe Cost per App Launch index tracks the cost of each launch of an installed application.
When calculating it, Fiksu focuses on the level of engagement and LTV of mobile users.
In contrast to the September dynamics, the value of the launch cost on Android increased, while the CPL decreased on iOS. They are $0.10 and $0.26 respectively. For comparison, in September, the launch on Android cost $ 0.08, and on iOS – a record $ 0.29.
The cost of each download is CPI (App Store US and Google Play US)CPI reflects how much the developer spent to ensure that the user downloaded the application.
This indicator for iOS increased by 21% compared to September of this year and amounted to $ 1.46. This is 59% more than last year.
For Android, it has changed quite a bit: $1.15. This is 1% more than in September, and 2% more than last year.
Fiksu is sure that this growth is due to both the expansion of the mobile market itself and increased competition.
App Store Competitiveness Index (iPhone US)The competitiveness index reflects the total number of daily downloads of Top 200 applications.
In this case, we are talking about daily downloads from the American App Store.
After the fall in August, the strongest growth began in September. In October, the dynamics intensified: the number of downloads reached record numbers and amounted to 7.8 million. This is 42% more than in the previous month and 39% more than in October last year.
The cost of a loyal user (iPhone US)The price for a user who launched apps three or more times on iOS in October decreased slightly and amounted to $2.16.
This is 4% less than in September and 33% more than a year earlier for the same period.
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- The cost of launching an iOS app in the US has reached $0.29
- Fiksu is a startup whose main project is a universal marketing platform of the same name, which includes seven advertising and analytics management products.
The startup itself was founded in 2008 by Micah Adler.