Mobile marketing firm Fiksu has released its advertising index numbers for the month of July, and ad costs appear to be rising. On Apple's iOS platform, the average cost to obtain a loyal user was $1.97, the second highest number ever. Year-over-year, the index increased 9 percent although it was slightly lower than June's number. The July cost per install index was also up sharply year-over-year: Android costs climbed 44 percent while iOS was up 16 percent.
Usually, the mobile development industry sees downloads lag in the summer months, but this year, downloads actually climbed 2 percent between June and July. "The July Fiksu Indexes reflected the typical slowdown of summer behavior but confirmed that underlying app marketing costs are still rising consistently year-over-year," said Micah Adler, CEO of Fiksu. "However, marketers need to be sharpening their strategies in readiness for the next few months. In addition to powerful new channels like Twitter, a new iPhone and iOS always shake up the app marketing landscape."