Loyal user rose to $1.67

In December last year, advertising companies asked for one and a half times more per user than in October, Fiksu company reports in its monthly review of the American iPhone application market. The number of downloads, according to her data, has also increased significantly. 

The Christmas season, which falls in December, is traditionally one of the most profitable for marketing and advertising agencies. Many publishers and developers want their projects to become gifts, there are many offers during this period, it is more difficult to stand out than usual, which means that the prices for advertising and promotion are higher. 

Therefore, it is not surprising that the price of a loyal user (someone who has launched the application at least three times) jumped to $1.67 last December. Back in October, after the September collapse in prices, it cost $ 1.06, but in just two months it managed to rise. However, he did not reach the maximum of December 2011. Then, recall, the cost of a loyal user reached $ 1.81.

This can be explained both by Apple’s active struggle with bots since the spring of 2012, which significantly lowered the threshold for entering the top free downloads (thereby reducing the cost of entry), and by the more prudent policy of companies that imagined that they would have to fight monsters like EA and Gameloft at Christmas.

Downloads also increased in December, but not so significantly. And, nonsense, they were lower than in October, reflecting high interest in the iPhone 5 (5.32 million vs. 5.40). They were also lower than those for 2011. Then the number of downloads reached 6.79 million (yes, most of them were hyped, but still).