Daily app download volumes “surged” during January 2015, according to analytics firm Fiksu, although the cost to acquire loyal users also increased.
According to the company, the average aggregate daily download volume of the top 200 free iOS apps reached 10.3 million, up 12 per cent month-on-month.
But the cost to acquire loyal users also reached an “all-time high” at $2.90, a 38 per cent increase month-on-month.
Fiksu said that while marketers are seeing greater success using more precise forms of targeting to reach the right users, driving better overall results, this comes with a price tag.
“Long term success for apps requires marketers to put data to work so they can target and acquire the most valuable users. While that does mean higher costs per user acquired, long-term results are significantly improved by bringing in users who are more likely to become ROI-positive,” said Micah Adler, the company’s CEO.