It’s no secret that the mobile app landscape has become extremely competitive. Over the last few years, this has led to an incredible amount of innovation and progress, but the cost of visibility — of acquiring new users — is also on the rise. In fact, Fiksu found that the cost of acquiring users hit a record high in December. While December is a critical month for app discovery, it remained to be seen whether or not this trend would continue.
Today, W3i, the monetization and distribution network for app developers, released new user acquisition figures for the first half of 2012, and the results tell the same story and are worrying for developers. Assessing hundreds of millions of mobile users from January to June 2012, W3i found that the average cost-per-install (of CPI) of mobile apps increased by 70 percent on Android and by 56 percent on iOS.
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