Mobile app marketing platform Fiksu tracked a significant decline in iPhone app downloads in February as last yearâs holiday season surge calmed down.
The firmâs App Store Competitive Index measures the aggregate daily volume of the top 200 free US iPhone downloads. During the month of February, the index saw 5.2 million daily downloads, compared to 6.01 million in January.
App marketing costs also fell during February, as Fiksuâs Cost per Loyal User Index, which measures publishersâ acquisition costs for users that open the app three times or more, dropped 17 percent to $1.29 from $1.56 the month prior.
âOn the heels of a record-shattering holiday season, February presented a more consistent ânormalizedâ and valuable landscape for mobile app marketers,â Fiksu CEO Micah Adler said.
App download volumes had been at unusually high levels during the past few months as Apple released several new devices last fall. Adler went on to note that publishers and marketers can expect Februaryâs numbers to be the ânew normalâ this year.
March should register as another normal month for the App Store, though April could see things pick up, as rumors have suggested that Apple is gearing up to release new iPads as soon as next month.
Appleâs app ecosystem saw massive growth last year, with 20 billion of the App Storeâs 40 billion downloads coming in 2012 alone. The company has revealed that the platform saw 2 billion app downloads last December. By comparison, the Google Play store topped 25 billion total downloads last fall.
Fiksuâs report suggest that app download volumes on the App Store in January were even higher than the month prior, while Februaryâs numbers fell slightly below December 2012 levels. If Appleâs ânew normalâ is just under 2 billion monthly downloads, things are looking pretty good for the company.
Top Image Credit:Â Cristiano Betta / Flickr