The American marketing agency Fiksu reports that the number of app downloads from the App Store fell in May.
For its monthly report, Fiksu estimates the number of downloads of the top 200 free apps. This number decreased by 17% compared to April and amounts to 6.7 million.
The cost of acquiring a loyal user (one who downloads the application more than three times) has decreased. In May, iOS developers paid $2.47 for it. For comparison, in April, a loyal user cost $2.74.
The CPI (price per installation) for Apple fell compared to April and reached $1.46. For Android, it has increased and now stands at $2.33.
Fiksu analysts are confident that the decline in indicators is a seasonal phenomenon.
“We have already seen a similar seasonal decline in the pace of mobile marketing in the summer months. In addition, the May results reflect the trend of brands to use more accurate methods of audience segmentation,” said Micah Adler, CEO of Fiksu. The more accurate the targeting of the audience, the lower the cost of acquiring loyal users, he stressed.
A source: https://www.fiksu.com
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