Applications remain more popular than ever with users across both the iOS and Android fronts, although marketing them can be risky business, according to a new report from Fiksu.
Native Mobile has posted the results from said survey, indicating that companies are spending a high volume on expenses in order to assure loyalty amongst certain application users. According to the report, companies were spending as much as $2.25 per loyal user, quite a bit of cash considering the popularity of certain applications.
“Reaching an all-time high in September, the Cost Per Loyal User Index increased 21 percent to $2.25, representing a 34 percent rise year-over-year,” stated Fiksu. “This new high-water mark reflects the enduring trend of increasing activity and competition to capture loyal, engaged app users.”
Adoption rate also plays a huge part when it comes to adding a new audience for applications. According to Fiksu, the release of the new iPhone 6 models have spurred a “flurry of activity,” as it indicates that the devices have undergone a much higher adoption rate than last year’s iPhone 5. The difference, according to the company, is a 116 percent increase.
The report, located here, also highlights some other interesting details. The daily download volume of the top 200 ranked iOS apps, for example, managed to increase four percent in September, bringing a total of 5,5 million daily downloads. However, that’s actually a four percent decrease year-over-year, but Fiksu believes that’s based on the lesser number of applications available through the store (down from 300 to 150).
The cost per install also wavers for both companies. For September, Android ended up around the $1 mark, which Apple was shown a bit higher, closer to around $1.50. As a result, iOS spending has gone up about six percent from previous numbers, while Android has increased approximately 14 percent.
It’ll be interesting to see where these numbers end up next year — as well as how much companies are willing to spend to keep their consumers.
