App download volumes surge in October, says Fiksu

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According to the latest Fiksu Index, app download volumes increased 23% to 7.9m this October, whilst Cost Per Loyal User (CPLU) dropped 3% to $4.01. However, CPLU still presented a 86% year-on-year increase in costs to acquire a new users.

CPLU dropped 3% during October 2015

fiksu

Source: fiksu.com

Driven by the popularity of Apple’s latest iPhone 6S, app downloads increased as new device owners added their top apps. In addition, Fisku expects the holiday season to be a busy time for app marketing, likely resulting in another surge of app downloads. According to comScore, 20% of millennials discover new apps during the holidays, representing a crucial time for marketers to advertise their apps.

App downloads were up this October by 23%

fiksu

Source: fiksu.com

At the same time, Cost Per Install (CPI) rose 12% to $1.72 on iOS, representing a 18% rise the year over. On Android, CPI dropped to $2.42, a fall of 10% from the previous month, but up 110% from 2014. The higher CPI is representative of higher costs during the lead-up to the holiday season.

CPI increases the year over for both iOS and Android

fiksu

Source: fiksu.com

Micah Adler, CEO of Fiksu, says:

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“During the Thanksgiving break, we expect to see an influx of downloads on new devices, particularly as friends and family share downtime and even their favorite apps. With nearly 20% of millennials finding new apps through friends and family, this time of the year is a key period for marketers to acquire more of the right, loyal users.”

App marketers are advised to utilise both re-marketing and re-targeting options for the coming month. Creative campaigns and the right user targeting can help reach otherwise unattainable audiences this holiday season.