While marketing costs fall by 59 per cent.
Mobile app marketing firm Fiksu recorded an all-time high for downloads from the Apple App Store in January, the result of selling millions of iPhones and iPads.
Meanwhile, daily downloads peaked at 6.79 million as users tested out their new devices, which was up 12 per cent from the 6.04 million reached in December.
Despite the download growth, Fiksu says there was a significant dip in mobile app marketing costs in January, falling 59 per cent to an average of $1.14 from the record high of $1.81 in December.
It's a significant development for marketers to take heed of, as they can benefit from the dip in spend post-Christmas, whilst still achieving optimum results.
Micah Adler, CEO, Fiksu, said: "We've observed many app brands invest heavily in the fourth quarter, seeking extreme growth during the holiday season, then reduce spending in January as they evaluate their marketing programs for the New Year and focus on version upgrades for their apps.
"However, the latest Indexes show that January is an excellent time for both growth and value – and budget-savvy marketers should take full advantage of this time, instead of slowing down."