The Apple iPhone 4S launch caused a significant spike in
mobile app downloads. The Fiksu Index experienced a 70 percent increase in
download volume during the iPhone 4S launch weekend and 40 percent increase in
download volume during post-launch, compared to the pre-launch time frame of
the new iPhone’s availability during October.
There was a notable increase in organic downloads which
were up 75 percent during the launch and settling in at 54 percent post-launch.
“As predicted, October was a frenzied month. The
availability of the iPhone 4S weekend launch caused an unprecedented surge in
app downloads, providing opportunity in volume for mobile advertisers,”
said Micah Adler, CEO, Fiksu.
Our advice to cost conscious marketers was to wait it
out for a week and then take advantage of the efficiencies in heightened
volumes at significantly lower costs,” Adler added.
The Fiksu App Store Competitive Index, which measures the
average aggregate daily download volume of the Top 200 free U.S. iPhone apps,
increased by 29 percent from 3.8 million downloads in September to 4.91 million
Usually the Index captures mostly new app downloads but,
given a new device launch, this month the Index also recorded many existing
apps being added by people upgrading from their previous iPhone model.
Factoring this in, the likely net volume is 4.5 million new app downloads.
During the peak weekend of new iPhone sales, mobile
marketing costs remained high, then fell in the weeks that followed due to
decreased costs in traffic. By the end of October, the Fiksu Cost per Loyal
User Index netted out to $1.47. Marketers taking advantage of the immediate
post-launch cost efficiencies saw a 12 percent decrease in cost per loyal user
when compared to September’s all-time high of $1.64.
By Telecomlead.com Team