“Consumer demand across iOS and Android is rising, which draws significant attention from major brands who are putting cost pressure on the games and other mobile-first apps," said mobile expert Micah Adler.
App downloads have set a new record high for the third consecutive month, with new figures suggesting that mobile apps is the new reality for marketers.
Research from Fiksu, a global mobile tech company, shows app downloads once again breaking all previous records.
The Fiksu App Store Competitive Index, which tracks the average aggregate daily download volume of the top 200 free iOS apps, surged to 9.2 million in December, growing 14% since last month and a substantial 44% since last year.
This is the third consecutive new high: October and November results (7.8 million and 8.1 million, respectively) had each been new records.
“Reaching a new milestone of 9.2m app downloads – up over a million from last month – is an indicator of what we call the ‘the new reality of apps,’” said Micah Adler, CEO of Fiksu.
“Consumer demand across iOS and Android is rising, which draws significant attention from major brands who are putting cost pressure on the games and other mobile-first apps. We expect these factors will not only elevate costs for marketers, but also drive an evolution of marketing strategies. In 2015, just buying mobile ads won’t be enough to drive usage – app marketers will need robust strategies based on customer data and precision targeting to find the right users for their apps.”
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Business owners who have created their own apps with push notifcations for their own business specific information has been a good way of providing enhanced customer service and enagement. This is a big difference from developing an app to end up in the top 100 app downloads. An app has to serve a purpose for the business first and foremost in order for it to justify a marketing spend! An app for the sake of an app makes no marketing sense! The stories we have heard from business owners that have worked are minimum based on investment. An accountants app for calculating tax or providing updates is not any different to sending out emails to those that have expressed an interest to receive emails! push notifcations come in the form of news and updates or in app purchases! Hype or significant numbers that effect the bottom line? Time will tell. Our take on it is that apps are just a fad and the majority of small business owners will waste a lot of cash on what is essentially keeping up with a trend that serves no value to the business or the customer.
I think the real value to marketers is being able to reach consumers through in-app ads, even if they don’t have their own app per se. When you look at the ad formats available these days — native mobile ads, video ads (comScore says video is going to be among the top mobile ad formats this year) and banner ads that are actually super attractive and engaging to consumers (like Abstract Banners from Airpush http://info.airpush.com/a1-oct14.html ), there are tons and tons of opportunities to be seen by the right audiences on mobile today.