Number of iOS app downloads in free top 200 hits 2012 low, according to Fiksu

App Store tweaks, iPhone 5 anticipation to blame

Number of iOS app downloads in free top 200 hits 2012 low, according to Fiksu

The cost of acquiring a loyal iOS user and the number of downloads driven by the US top 200 free chart both declined during August.

That's the data released by activity on mobile monetisation outfit Fiksu's network.

It tracks such metrics on a monthly basis.

Down, down

The Fiksu App Store Competitive Index, which measures the average aggregate daily download volume of the top 200 free US iPhone apps, dropped by 7 percent to 4.05 million daily downloads, its lowest for 2012.

Similarly, the Fiksu Cost per Loyal User Index decreased by 20 cents to $1.34, down from $1.54 in July.

This is the cost to attract a user who will use an app up three times or more

All change

The company suggests that app developers, publishers and marketers were holding off on their activity, as they awaited the launch of iPhone 5 in September.

Summer is also often a quiet period for app store activity.

"We expect the September Indexes to tell a very different story," the company comments on its blog.

"In fact, we expect mobile app marketers to experience an early 'Christmas in September,' as new iPhone 5 users download apps for weeks after the launch."

What remains significant, however, is that since its peak at the start of 2012, the App Store Competitive Index has continued to fall month-on-month.

It's now down over 33 percent; something that at the time was explained by Apple stamping down on bot farms.

In contrast, the Cost per Loyal User Index has remained roughly within the $1.25 to $1.50 range during 2012.

[source: Fiksu]

Jon Jordan
Jon Jordan
A Pocket Gamer co-founder, Jon can turn his hand to anything except hand turning. He is editor-at-large at which means he can arrive anywhere in the world, acting like a slightly confused uncle looking for the way out. He likes letters, cameras, imaginary numbers and legumes.