In May, the number of downloads reached the January maximum

From April to May, the number of free downloads on iOS in the United States has seriously increased, and the cost of advertising has dropped significantly, according to Fiksu analysts in their latest report.

The number of daily free downloads from the American App Store in May increased significantly compared to April of this year – up to 5.9 million. There is absolutely nothing left until the January 2013 maximum of 6.1 million. According to the company’s specialists, the results of this May are 30% more than last year.

Such favorable changes of Fiksu are attributed to an increase in the quality of applications and skills to attract users from developers and marketers. The final rejection of UDID in favor of the new IDFA tracking system could also play a favorable role.

Recall that its key difference from a unique identifier is that it is not tied to personal data, but only to information about user activity in mobile applications (how much they play, how much they spend on IAP, and so on).

The increase in downloads did not increase the cost of attracting a loyal user (the one who logs into the application at least three times). Conversely. It fell in a month from $1.50 to $1.33.

The decrease is due to the fact that marketers have tried out a wide range of application promotion functionality on Facebook, which allows them to work with a narrow (and necessary) audience, and not to spray at everyone and spend significant funds on traffic.