Dive Summary:

• According to mobile app marketing platform Fiksu, the cost to promote mobile apps and attract new users hit a two-year high in July.
• The cost of picking up a new loyal app user, measured by the Fiksu Cost per Loyal User Index, rose 20% to $1.80 in July—up $0.30 from $1.50 in June.
• The increase has been attributed to more brands using Facebook's mobile app advertising platform, as well as Apple's inclusion of app ratings in App Store Top Charts rankings, a move that led to lower-rated apps spending more to regain lost ground.

From the article:

... Increased competition is more often than not beneficial for consumers though. Fiksu CEO Micah Adler says that app marketers have to work even harder now, “since user acquisition costs for apps without stellar ratings will now be more expensive”.

“With a new iPhone just a few weeks away and the holiday season coming up, delivering quality app experiences has never been more critical for app marketers seeking to climb rank and meet monetization goals,” he notes. ...