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Analyzing 12 Months Of Mobile App Discovery

ANALYZING 12 MONTHS OF MOBILE APP DISCOVERY App Store Competitive Index Measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps. Cost per Loyal User Index Measures the cost of acquiring a loyal user for brands who proactively market their apps. For the purposes of the Index, loyal users are defined as people who open an app three times or more. App Store Competitive Index 5.65M 6.79M 4.91M 6.35M 4.61M 6.04M 4.45M 4.51M 4.25M 4.23M 4.06M 3.78M 3.8OM $1.81 $1.64 $1.54 $1.47 $1.46 $1.43 $1.31 $1.30 $1.27 $1.20 $1.14 $1.10 $1.02 Cost per Loyal User Index Apple's April ban on incentive-based installs caused the May dip in download volume and also created diminished advertising inventory volumes, forcing loyal user acquisi- tion costs above the one dollar December's holiday period was a strategically critical month for app discovery. During the month, advertisers earnestly spent marketing dollars in order to achieve ranking before the traditional App Store freeze, which would then generate substantial organic downloads through increased visibility. mark. March saw a 2 million drop in app downloads - indicating a move away from the use of robotic install tactics by app marketers responding to Apple's new policy, coupled with the move away from the holiday season and no events in March to spark discovery. With the iPhone 4S launch in October, mobile app downloads hit a high, generating a huge opportunity for iOS app marketers with a surge in demand and decrease in costs. January provided one of the best opportunities for mobile marketers ever, as volume reached an all-time high and costs approached an all-time low. Cost-conscious marketers who chose to hold off on holiday spending, preferring to target a period when costs were expected to drop, won big this month. Competition heated up in April as market- ers aggressively sought new opportunities to compete for ranking in the dynamic social networking and games categories, which experienced volatility during the month. In particular, Facebook's acquisition of Instagram for a whopping $1 billion helped draw increased attention. {Fiksu} Source: www.fiksu.com/resources/fiksu-indexes APRIL 2011 MAY 2011 JUNE 2011 - - - - - - - JULY 2011 - - - - - . AUG. 2011 - - - - - - - - -- SEPT. 2011 - - - - - - - OCT. 2011 NOV. 2011 DEC. 2011 - - - - - -- JAN. 2012 - - - - - - FEB. 2012 MARCH 2012 - - - - - - - -- APRIL 2012

Analyzing 12 Months Of Mobile App Discovery

shared by Fiksu on Jul 01
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This infographic illustrates the ebbs and flows in app store dynamics and mobile app marketing costs over the course of 12 months. It highlights many of the major industry trends that have rocked the ...

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InkHouse

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