App downloads hit an all-time high of 7.8 million in October, a 42% increase over September, according to The Fiksu App Store Competitive Index.
The launch of the iPhone 6 primarily drove the surge in activity, as users packed their new devices with their favourite apps.
Fiksu’s Cost per Loyal User Index (CPLU) declined slightly from $2.25 in September, to $2.16 in October. This was the result of app users downloading the apps they cannot live without, or ‘vital apps’, during upgrades. This trend, Fiksu states, highlights the importance of user loyalty prior to device launches.
"While recent indexes have shown a steady stream of escalating costs, the October index numbers validate another important trend: the increasing importance of apps to consumers," said Micah Adler, CEO of Fiksu. "Mobile marketers must start thinking strategically about their marketing tactics over the longer term and figure out how to use apps to connect with customers. October’s hindsight should serve as a guide for marketers preparing for impending holiday activity."
Fiksu advises marketers to capitalise on untapped Android opportunities in the coming months, given that costs and competition are lower.
The Fiksu Indexes measure monthly fluctuations in competition for rank in the Apple App Store and the cost to acquire loyal users.
