App Downloads Normalize in February While Mobile Marketing Costs Stay Low, Report Fiksu Indexes

BOSTON, March 29, 2012 /PRNewswire/ -- Fiksu, Inc. (www.fiksu.com), the industry's first mobile app user acquisition platform spanning the entire mobile ecosystem, reported that mobile app downloads returned to a more steady level in February, following January's all-time high. The cost to acquire loyal users increased marginally during the month.

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) decreased by six percent to 6.35 million daily downloads, from January's record high of 6.79 million.

The Fiksu Cost per Loyal User Index rose by 15 percent in February to $1.31, from $1.14 in January.

The Fiksu Indexes reveal that after a period of reduced spending in January, advertisers began gearing up for new marketing campaigns in February.  Even though Fiksu was not working with robotic install traffic sources, a decline in overall app download volume may have reflected early signs of app marketers responding to Apple's February 6 announcement to crack down on robotic install tactics.

"As we moved out of the holiday and New Year discovery rush period, consumer download activity slowed during the month of February," said Micah Adler, Fiksu CEO. "Still, with plentiful volume at reasonable costs, our Indexes show that February presented another valuable opportunity for mobile marketers to acquire loyal app users."

Fiksu Indexes measure monthly fluctuations in competition for rank in the app stores, and the cost to acquire loyal users(1), helping mobile app marketers benchmark their performance against industry averages.

For Fiksu's full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.

Data for the Fiksu Indexes was sourced from more than 16.9 billion mobile app actions – such as app launches, registrations and in-app purchases – and more than 246 million downloads recorded by apps marketed via the Fiksu for Mobile Apps user acquisition platform.

1: For the specific purpose of the Fiksu Indexes, a loyal user is defined as someone who opens an app three or more times.

About Fiksu
Fiksu, Inc. helps leading brands boost iOS and Android mobile app ranking and secure large volumes of loyal users. The Fiksu® for Mobile Apps platform spans the entire mobile ecosystem providing the most cost-effective, predictable and intelligent mobile advertising solution, slashing user acquisition costs and ensuring sustained user engagement. Based in Boston, Mass., Fiksu is venture-backed by Charles River Ventures. More at www.fiksu.com, @Fiksu and on the Fiksu blog.

SOURCE Fiksu, Inc.

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