Is there any price that’s dropping these days?
Yes, according to Fiksu, which announced that the cost to acquire loyal users dropped in July.
Fiksu, if you’re unfamiliar, is a data-driven mobile marketing technology company which regularly takes the temperature of the mobile marketplace.
In the Fiksu Indexes just published, it was revealed that the cost per loyal user (CPLU) of $2.98 represents a decrease of 7 percent, and a 51 percent increase year-over-year.
“In contrast, the Cost Per Install Index (CPI) rose, reflecting the result of the narrow targeting activity from advertisers,” the report summary shared with MAW reads. “July’s results show that marketers are willing to absorb higher costs to get in front of the right audiences.”
Any differences between iOS and Android?
“On iOS, CPI increased to $1.43, a rise of 24 percent since June and an increase of 16 percent since last year,” according to Fiksu. “On Android, CPI rose to $2.73, up 29 percent since last month and a substantial 115 percent year over year. Taken together, the decrease in CPLU and increase in CPI suggest that while marketers are spending more to target the right audiences, that targeting tactic is ultimately proving more effective in acquiring valuable long-term users.”
In other news, Fiksu reported that app downloads decreased by 10 percent over last month to 7.5 million daily downloads. This data comes from the Fiksu App Store Competitive Index, which tracks the average aggregate daily downloads of the top 200 free iOS apps.
“July’s results reveal the most important metric that marketers should be focusing on: the cost to acquire a loyal user,” explains Micah Adler, CEO of Fiksu.”This month is indicative of what it looks like when marketers spend smarter.”
“We can see month over month that marketers are still getting accustomed to this shift in audience targeting; but they are beginning to realize the power of putting the right messages in front of the right people at the right time,” added Adler.
Fiksu’s full July analysis can be reviewed here.