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BizReport : Mobile Marketing : May 01, 2013

Fiksu: App downloads steady through March

App download numbers may show an increase over the past year, but app marketing costs remain steady. This according to new data out from Fiksu; researchers note that while app downloads have increased about 12% (2012 vs. 2013), the costs associated with engaging and converting app buyers remained fairly steady for the reporting period.

by Kristina Knight

According to the report:

• Fiksu Cost per Loyal User Index increased 5% to reach $1.36
• Fiksu App Store Competitive Index shows a 4% decrease, according for just over 5 million app downloads (March 2013)

"The 'new normal' continued in March, which was good news for mobile app marketers. Inventory has increased but costs have held steady, reflecting a maturity in the overall quality of apps and their ability to engage users,'" said Micah Adler, CEO, Fiksu. "Despite the last few steady months, marketers must always be prepared for the ebbs and flows that inevitably happen in the complex app ecosystem."

Meanwhile comScore reports that, in February 2013, nearly 134 million Americans owned smartphones, representing a 57% mobile penetration marker. More than 38% of US smartphone users were on the Apple OEM while Samsung represented a 21% OEM share. As for the top platforms, Android continues to lead the pack with a 51.7% market share, followed by Apple with a 38% market share.

As for what mobile consumers are doing via mobile device: about half are using downloaded apps to connect with favorite content or retail hubs while the other half use mobile browsers. About one-third are also using mobile devices to connect with social networks.

The comScore report represented data available for the 3 month period ending in February, 2013.

Tags: app trends, comScore, Fiksu, mobile apps, mobile marketing, mobile usage trends

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