Daily downloads from the iOS App Store broke the 8m mark for the first time in November 2014, according to data from app marketing firm Fiksu.

On average, 8.1m apps were downloaded each day, a 42 per cent increase on November 2013, driven by new iPhone ownership and a rise in usage over the Thanksgiving break in the US.

Meanwhile, the cost per loyal user dropped 12 per cent year-on-year, down to $1.58 (£1.02). This was also driven by new ownership, which led to higher organic download volumes as users sought out new apps, but also by a rise in app engagement. Time in-app rose by 21 per cent, while the frequency of opening apps rose to 11.5 times per month, up from 9.4 times a year earlier.

“Breaking the 8m app download threshold marks a staggering new milestone for mobile marketers and sets the tone for a new year filled with both promise and challenges,” said Micah Adler, CEO of Fiksu. “As weve seen in past years, the effect will surely last into January with volumes and acquisition costs continuing to rise. While January isnt a bargain time for marketers, it is an important time to plan for acquiring new users and adopting strategies for retaining them.”