14 DAY TRIAL // Have you ever wondered why some developers choose to cater to the iOS crowd, while the Android version of some apps is delayed for later?
After all, the Android ecosystem is far larger than the iOS one, so why do some developers, like the Bethesda Game Studios, release games like “Fallout Shelter” for iOS initially while Android fans are left waiting and frustrated?
Research firm Fiksu gives us a partial reason for why this is the case. Their answer has to do with varying Cost Per Install (CPI). According to their findings, the CPI for Android apps was nearly double than that of iOS apps during the month of July.
Android developers have it worse
Apparently, Android developers have to pay $2.73 / $2.43 on average on advertising per install. By comparison, Apple devs only pay $1.43 / €1.27.
In July, an increase in CPI was noticed, but Fiksu also noted that the Cost Per Loyal User (CPLU) dropped slightly, which can be attributed to more focused audience targeting going on throughout the month.
In today’s highly competitive market, marketers are willing to dispense of larger costs in order to directly target the right audiences. The July results proved that most important brands will resort to this tactic in order to be more effective in acquiring a long-term user base.
The increase in CPI is also blamed on what’s called the “typical summer slowdown.” During this period, a smaller number of downloads is typically observed, which in turn drives costs upwards. iOS apps saw a slight increase in CPI too during the same period.
Fiksu also notes that, since we’re going through a transition period, with iOS 9’s public launch being not far from us and new iPhone products just a few days away, marketers should think of novel ways to keep their fan base hooked.
The research firm has some words of wisdom for them, saying that marketers should focus on “putting out the right messages in front of the right people at the right time.”