Join gaming leaders, alongside GamesBeat and Facebook Gaming, for their 2nd Annual GamesBeat & Facebook Gaming Summit | GamesBeat: Into the Metaverse 2 this upcoming January 25-27, 2022. Learn more about the event. 


The cost of getting new users to try out mobile apps is getting more and more expensive, hitting an all-time high on the Apple App Store in December.

The rush to promote mobile apps during the Christmas holidays caused mobile advertising costs as well as app downloads to peak, according to an index maintained by mobile ad firm Fiksu.

Boston-based Fiksu measures the cost of attaining a loyal user, or one who opens an app at least three times. In December, the index rose to $1.81 per user, up from $1.43 per user in November.

Apple froze the rankings of its App store between Dec. 25 to Dec. 28, causing a mad rush to promote apps via mobile advertising before that lock-in period.

Event

The 2nd Annual GamesBeat and Facebook Gaming Summit and GamesBeat: Into the Metaverse 2

January 25 – 27, 2022

Learn More

Meanwhile, the Fiksu App Store Competitive Index (which measures the average daily download volume of the top 200 free U.S. iPhone apps) hit a peak of 6.04 million daily downloads in December, up 7 percent from November’s 5.65 million, the previous high.

Micah Adler, chief executive of Fiksu, said the month of December is a “strategically critical month for app discovery.”

“What we witnessed during the month was a ‘land rush’ in which advertisers earnestly spent marketing dollars in order to achieve ranking before the traditional App Store freeze which then would generate substantial organic downloads through increased visibility,” he said.

Advertisers spent heavily to drive up their app rankings, particularly in the last half of December. Traffic and dollars spent in the final week of December increased 100 percent over prior weeks. Fiksu tracks data from 11 billion mobile app actions, such as app launches, registrations and in-app purchases.

A big reason the download numbers were higher was due to the fact that Apple sold a record 37 million iPhone during the fourth quarter, and Android phone sales were also huge. On Christmas day, more than 6.8 million new iOS and Android devices were activated.

GamesBeat

GamesBeat's creed when covering the game industry is "where passion meets business." What does this mean? We want to tell you how the news matters to you -- not just as a decision-maker at a game studio, but also as a fan of games. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about the industry and enjoy engaging with it. How will you do that? Membership includes access to:
  • Newsletters, such as DeanBeat
  • The wonderful, educational, and fun speakers at our events
  • Networking opportunities
  • Special members-only interviews, chats, and "open office" events with GamesBeat staff
  • Chatting with community members, GamesBeat staff, and other guests in our Discord
  • And maybe even a fun prize or two
  • Introductions to like-minded parties
Become a member