User acquisition and marketing company Fiksu has released its indexes for March 2015, marking the first time the cost to acquire a single loyal iOS app user has passed the $3 mark. To be specific, the cost reached $3.09 in March, a 10 percent increase over last month, and a 113 percent jump from last year. Fiksu defines loyal users are those who open an app three times or more.
Meanwhile, Fiksu’s Cost Per Install Index, which measures the cost per single app install directly attributed to advertising, also increased in March for both iOS and Android apps. In March, the iOS cost rose to $1.53, up 20 percent from last month and up 46 percent year-over-year. The Android cost per install hit $1.74 in March, a 15 percent increase month-over-month, and a 63 percent jump from last year.
In terms of app downloads, the company’s App Store Competitive Index, which measures the average number of daily downloads for the top 200 free iOS apps, dropped to 8.1 million in March, a 16 percent decrease from February. However, this figure is still a 15 percent increase year-over-year, as users continue to spend more time in apps, and less, for instance, on the mobile Web.
In a statement, Micah Adler, CEO of Fiksu, commented on the month’s results:
As we enter another record-breaking month, brands must face the inevitable rising tide: mobile marketing is maturing and becoming more expensive. To stay ahead of this evolving market, marketers must continually adjust and take advantage of programmatic media buying methods to spend marketing budgets as wisely as possible. Sustainable success will be found by brands that use more precise forms of targeting to reach the right mobile users: those who will engage with an app and become loyal over the long term.
Fiksu’s complete indexes and analysis are available here.