The analytical company Fiksu has presented a fresh report on the state of marketing prices in the American mobile application market.
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.
And, according to Fiksu, it continues to be noticeably stormy. Recall that in April it fell by 25%. By the end of May, it grew by 24% to 6.6 million (this is 12% more than in May 2013). His growth in the company was explained by the improvement of targeting tools and optimization of marketing technologies.
Recall that a month ago Fiksu explained the drop in indicators – the lack of its own tools.
The cost of a loyal user (iPhone US)Along with the growth of downloads, we also see how the cost of a loyal user (the one who logged into the application at least three times) continues to grow for the second month in a row.
In May, it grew by 17% and amounted to $1.78 (this is 34% more than last year for the same month).
The cost of each download is CPI (App Store US and Google Play US)App Store and Google Play download prices continue to converge.
In May, the difference between them is only $0.03. The average CPI on iOS is $1.28 (this is 56% more than a year ago), the average CPI on Android is $1.30 (30% more than a year ago).
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.
This is the only parameter that fell last month: on iOS – by 5% ($0.20), on Android – by 20% ($0.10).
The drop in the launch cost in Fiksu is explained by an increase in the number of “superusers” who launch their favorite application dozens of times a day. This has a positive effect on the total number of launches carried out without additional expenses for the acquisition of users.
