Mobile app downloads declined in April, while the cost to acquire a loyal customer went up, according to Fiksu, a company that offers services for marketing iOS and Android apps.

Check it out: “The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) dropped by 4.9 percent to 4.23 million daily downloads, down from 4.45 million in March. The Fiksu Cost per Loyal User Index rose by 12.3 percent in April to $1.46, from $1.30 in March.”

Micah Adler, CEO, Fiksu, stated: “April’s continued downward trajectory of app downloads was expected, as no major events sparked discovery during the month. Additionally, app marketers continued to scale back their use of robotic install tactics in response to Apple’s policy on third-party marketing services.”