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BizReport : Mobile Marketing : June 29, 2015

Report: Mobile costs, downloads down

The mobile space has ups and downs just like the rest of the online world. That is the word from Fiksu's new mobile report which shows both downloads and mobile marketing costs decreased in May.

by Kristina Knight

May could be described as a down month for mobile according to new data out from Fiksu. Their latest cost analysis of the mobile space found the cot per loyal user decreased about 10% to reach $2.47, but the data also shows overall downloads decreased - by more than 15% - to reach 6.7 million for the month.

"While we have seen seasonal slowdowns of app marketing during the summer months in prior years, May's results also reflect brands implementing more precise audience segmentation," said Micah Adler, CEO of Fiksu. "While Facebook has been a preferred tool to reach mobile audiences, rising CPIs in 2015 has caused some marketers to look for ways to reduce costs and focus their spend on the right groups of users. As we predicted last month, smarter spending across the ecosystem will, in due course, cause loyalty rates of app users to improve."

Other interesting findings from Fiksu's data include:

• Cost Per Install costs decreased to $1.46 (iOS) while CPIs on Android increased to $2.33, a 12% increase
• Cost Per Launch decreased 31% (iOS) to $0.28 while CPLs on Android decreased 14% to $0.30
• Year over Year, CPLs on Apple increased 13%

Fiksu credits some of the decrease to brands trying to build more loyal audience bases by using more focused data, similar to the way advertising and content are create for online and offline ad efforts.

Image via Shutterstock

Tags: appvertising, Fiksu, mobile advertising, mobile content, mobile marketing, mobile trends

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