Users make more organic searches to push marketing costs down.
App marketing specialist Fiksu reports that the September 21st release of the iPhone 5 prompted a 33 per cent spike to downloads from the App Store in October, averaging at 5.4m downloads per day. This repeats (and outpaces) the trend experienced with the iPhone 4S launch, which encouraged a 29 per cent spike.
The Fiksu cost per loyal app user (someone that opens an app three times of more) dropped to $1.06 in October – falling by six per cent ($0.07) on September – with new device owners more eager to complete organic searches for new content instead of relying on promoted apps, ultimately saving app marketers money on campaigns.
Micah Adler, CEO, Fiksu, said: "October was a month of opportunity for mobile app marketers. Organic searches soared as users around the world actively explored the App Store searching out new apps for their new iPhones.
"This heightened period of organic discovery – coupled with peak download volumes – drove down the cost of loyal user acquisition. Some savvy marketers chose to ride this wave without substantially increasing their advertising spending."