Mobile advertising costs dipped a little in January.
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January saw more installs but less loyalty for mobile apps and games

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

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.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.