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The hot-off-the-press January Index from Fiksu DSP suggests that while costs to drive installs across both iOS and Android devices are decreasing, the costs of acquiring a user that makes a purchase are increasing.

Data-fueled mobile marketing technology firm Fiksu analyzes more than 38 trillion marketing events including impressions, clicks, downloads, registrations, purchases, and other loyal user actions across 4.1 billion devices to produce a reliable market snapshot.

According to the Index, the costs of media inventory – measured by the cost-per-thousand (CPM) – fell across both iOS and Android during January, continuing a three month trend.

“With the cost of media going down, apps across both Android and iOS are having an easier time driving new installs,” reads the provided report summary.

The Index notes that during the month of January it was less expensive to acquire a purchasing user on Android than on iOS, a long-standing trend that had briefly flipped leading up to the 2016 holiday season.

“The rise in CPP across the board indicates that while apps are driving installs, there’s an ongoing struggle to find the right loyal users who will make a purchase or take another high-value action,” said Tom Cummings, vice president for new market development at Fiksu DSP. “A recent Fiksu study found that 50 percent of consumers see ads that are almost never relevant to their needs and preferences.”

That study also revealed that 79 percent of smartphone users add at least one new app when they get a new device, but 87 percent use less than ten apps on a daily basis.

“Most Apple users are on their third or fourth iPhone by now,” said Cummings. “They might try out a few new apps but they probably already know what they’ll be using on a daily basis. Meanwhile, Android marketers are having better luck finding users willing to invest more time with their apps.”

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