Fiksu's App Store Competitive Index monitors the aggregate average daily download volume of the top 200 free iOS apps. Last month, it managed to reach 8.1 million downloads.
That mark is a significant improvement over last year's numbers. Compared with 2013, app download volume increased by a whopping 42 percent in November. What gives?
Well, it is no secret that the Thanksgiving holidays have been a pretty busy time for the mobile industry as a whole. Although the new iPhones had just been released two months earlier in September, purchase momentum carried over until November, and in the process, helped urge users to download more apps, perhaps for their new Apple devices. Also, it helped that the Thanksgiving holidays gave users more time in their hands to download, install, and enjoy the latest and hottest mobile apps in the market.
But how long will the momentum last? According to Fiksu CEO Micah Adler, the trend will likely continue during the December holidays, and even through the month of January.
Fiksu's report further suggests that the huge increase in download volume in the month of November has also helped in lowering the costs needed to bring in app customers. Per the firm's findings, the Cost per Loyal User Index decreased by 27 percent, bringing it down to $1.58 for the month of November. That's down 12 percent year-over-year.
And because the downloads were done organically (users are doing it on their own without the help of ads or marketing campaigns), the costs associated with app advertising and promotions also went down. But Fiksu is quick to note that the marketing costs will likely increase during the Christmas holidays because mobile companies will spend more in order to promote their app products in winter time.
Other interesting findings of Fiksu's report are related to app usage. The firm discovered that time spent using apps went up by 21 percent. Also, the frequency of launching apps has also increased to 11.5 times every month. A year ago, the frequency is only 9.4 times every month.
This may not be too surprising. Spearheaded by hugely popular choices like Snapchat and 2048, mobile apps of today are definitely doing a good job of enticing users not only to open them but engage them for an extended period of time as well.
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