As the app stores fill up, it’s getting ever more expensive for developers to acquire new users. The cost to acquire a loyal user, or one that opens an app three times, grew from $1.30 in 2012 to $1.62 in 2013. Meanwhile, app downloads over 2013 broke records, though the download growth has been slowing, as previous reports have pointed out, indicating that some maturer markets are nearing their saturation point.
However, as app marketing platform makers Fiksu point out, while the percentage slowdown may be accurate this year, it’s based on a larger and ever-increasing raw number of total downloads. In December 2013, for example, the company has been predicting somewhere between 6.6 million and 7 million daily downloads on its own Competitive Index.