The cost of acquiring new users on mobile fell in November and December 2016.
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User acquisition costs drop in December — a pleasant surprise for iOS and Android publishers

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

The cost of acquiring a new mobile game or app users fell in November and December, according to mobile marketing firm Fiksu DSP.

The December index published today confirmed the trend, which gave marketers a rare respite in the ever-increasing cost of getting users to try out new apps. The CPM (cost per 1,000 users) is at $3.06 on Android, down from a peak above $4 in October. On iOS, the CPM was $4.15, down from a peak near $7 in October. Fiksu DSP said the trends showed how marketers poured a lot of money into the launch of the iPhone 7 in October.

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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.