iPhone 6 drives huge downloads in October, but marketing costs finally fall slightly

App and game makers got some welcome relief in October, according to marketing technology firm Fiksu. The company’s research showed that the launch of the iPhone 6 and iOS 8 drove record download volumes for the most popular apps. On top of that, the cost of acquiring users dipped a little in October, compared to the previous month.

As the holiday season approaches, marketers are hoping for lots of downloads and lower marketing costs. But as brands and other big companies spend a lot of money to get attention for their games and apps, the cost of acquiring users via advertising on mobile devices has steadily risen. That’s why the October decline in the Cost per Loyal User (or the cost of acquiring a user who opens an app at least three times) Index from $2.25 in September to $2.16 in October is notable.