The cost of acquiring loyal users fell in July 2014.
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The cost of acquiring mobile app users ebbs in July, but it's still outrageously high

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

The cost of getting a loyal mobile user fell 9 percent in July compared to the previous month, but that’s only a little bit of a breather for mobile app developers and publishers, according to a report by mobile marketing firm Fiksu.

The cost per loyal user, or one that opens an app three times, was $1.97 in July, down 9 percent from $2.23 in June. However, there’s not a lot to celebrate, as the costs were still at the second-highest monthly level in the four-year history of the Fiksu indices. And the July costs were up 9 percent from a year earlier.

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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.