The average daily volume of downloads for the top 200 free iOS apps in the US hit 5.02m in March, an increase of 12 per cent year-on-year. However, this actually represents a dip of four per cent from February (5.2m), which was itself significantly lower than January (6.1m).

Meanwhile, the cost per loyal user increased by five per cent, from $1.29 (£0.83) in February, to $1.36.

“The ‘new normal’ continued in March, which was good news for mobile app marketers. Inventory has increased but costs have held steady, reflecting a maturity in the overall quality of apps and their ability to engage users,’” said Fiksu CEO Micah Adler. “Despite the last few steady months, marketers must always be prepared for the ebbs and flows that inevitably happen in the complex app ecosystem.”  

Fiksu also announced that its platform has recorded over 100 billion app user actions – including launches, registrations, and in-app purchases – and driven more than 1bn app downloads for its customers.