iPhone app downloads increased 13 percent in January as compared to December reaching 6.01 million daily downloads, according to new metrics from Fiksu.

The Fiksu App Store Competitive Index, which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps, followed a 16 percent increase in downloads during the month of December. The increase in January downloads was driven by new devices activated around the holidays.

“The January Fiksu Indexes are early indicators of the ‘mainstreaming of mobile advertising’ with marketers placing a focus on value over volume as they strategically plan for the year ahead – spreading their budgets out to maximize impact,” explained Micah Adler, CEO of Fiksu in a press release. “We expect brands to allocate more dedicated spending to mobile advertising campaigns in 2013 and to only get savvier about aligning seasonal spending to the ebbs and flows of user acquisition costs.”