The cost of acquiring loyal application users decreased 7% in January, from $1.67 to $1.56, according to Fiksu. That reflects a typical post-holiday pattern, though last year's drop totaled 37%, writes Mark Walsh. In contrast, the Fiksu App Store Competitive Index rose 13% from 5.3 million downloads per day to 6 million between December and January, buoyed by holiday season activations. "We expect brands to allocate more dedicated spending to mobile advertising campaigns in 2013 and to only get savvier about aligning seasonal spending to the ebbs and flows of user acquisition costs," says Fiksu CEO Micah Adler.

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