According to an analysis from mobile app user acquisition platform Fiksu, mobile app downloads were up during the month of May, causing the cost to acquire loyal users to drop.
Fiksu’s App Store Competitive Index measures the average daily download volume of the top 200 free apps, and during May numbers jumped to 4.54 million downloads on average, a 7.3 percent increase from the 4.23 million downloads in April.
In April, it cost developers $1.46 per customer to acquire loyal users (a user who opens the app three or more times), but in May, that dropped $0.20 to $1.26. Cost is determined by the amount of marketing money spent to gain customers.
The increased number of downloads and lower cost can be attributed to the beginning of the summer months, which, historically, has presented increased opportunities for app promotion.
There is also speculation that the deprecation of the UDID left marketers in the lurch, scrambling to find new user tracking options, which may have contributed to the drop in cost per customer.
Fiksu’s indexes record more than a billion app events each day, including launches, registrations, and in-app purchases, using the data to optimize ad campaigns for developers.