Cost of acquiring app users drops in April as the spring lull hits mobile

The cost of acquiring loyal mobile app users fell in April as the frenzied competition among app publishers subsided in the spring.

Fiksu, a mobile marketing company, said in a report that its monthly indices showed a spring lull hit in April, as the cost to acquire a loyal user (who opens an app three times or more) fell to $2.51, down 22 percent since March and 8 percent year-over-year. As seen in past years, April results have typically fallen below those of preceding months. Characteristic spring decline, combined with the steady slowdown of the app frenzy that accompanied the early “wild west” days of app marketing, meant marketers who were focused on the right audiences were able to keep costs down, Fiksu said.