Dive Summary:

• The cost to acquire a loyal app user (one who opens an app three times) fell 20 cents in August as app marketers looked ahead to iOS 6 and the iPhone 5's launch.
• An August decline in app marketing prices is reportedly normal ahead of a new device launch while marketers look to grab news users' attention.
• "The combined effect made for a slow month overall ahead of what we expect to be a busy Q4,” Fiksu CEO Micah Adler said, according to TechCrunch.

From the article:

The cost of bringing in new users to mobile apps declined last month as developers and consumers waited for the new iPhone 5.

The average daily download volume for the top 200 free iPhone apps dropped by 7.3 percent to 4.05 million. The cost to acquire a loyal user, or one that opens an app three times, fell by 20 cents to $1.34. ...