Compared to March, the purchase price of a user in the United States fell by 22% in April.
The fall continues for the second month in a row. From February to March, the purchase price of a loyal user (the one who launched applications at least three times) also significantly decreased.
This is a seasonal factor. But the number of downloads also dropped in a similar way.
In April, the number of total downloads of the leading 200 applications of the American top decreased by 1% compared to March of this year and by 7% compared to April of last year (up to 7.5 million).
Usually, a decrease in downloads leads to a reduction in advertising inventory and an increase in the price of advertising. The fact that such a situation is not observed now, Fiksu explains that the market is maturing. Advertisers have learned to use targeting wisely, show the right ads and use the most effective channels.
Source: fiksu.com