January saw more installs but less loyalty for mobile apps and games

Smartphone users were more willing to download new apps in January than they have in a year, according to a report by mobile marketing firm Fiksu DSP. But the cost of acquiring loyal purchasers of items in apps and games rose.

It was a mixed result, with more app installs and less loyalty. Fiksu’s January indices showed decreasing costs to drive installs across both iOS and Android devices and increasing costs to acquire a user who makes a purchase.