At the Inside Social Apps conference in San Francisco yesterday, Fiksu founder Micah Adler revealed that it now costs it now costs app publishers $1.81 to gain a single loyal user (“people who open an app three times or more”) for a mobile app.
Publishers need to factor in the rising cost of marketing an app. As you can see by the Fiksu chart embedded above, the cost reached record heights in December 2011. That figure is nearly 27 percent higher than the cost per loyal user figure for November 2011.
Here’s some analysis of those numbers: “According to our research, the last half of December was the most competitive for mobile marketers: in fact, traffic and dollars spent in the final week of December increased 100 percent over prior weeks. This presented advertisers with sufficient budgets the rare chance to acquire twice as many loyal users. For many major app brands, and game apps in particular, this exceptional opportunity certainly justified increased budgets.”