Mobile App User Acquisition Costs Spiked in November
After four months of declines, the cost to acquire a loyal mobile app user rose sharply in November, reported mobile app marketing firm Fiksu. In October, the average cost of a user was just $1.06, but that climbed to $1.38 in November.
“We can chalk November’s dramatic surge in mobile app marketing costs to increasing — and anticipated — holiday season spending, combined with a drop in organic downloads in the aftermath of the iPhone 5 launch,” said Fiksu CEO Micah Adler. “We can expect costs and download volumes to climb through December, much like last year, as marketers spend heavily in preparation for the flood of new devices and rush of user activity and app discovery around Christmas.”