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Report: App Store downloads surge to highest ever in October following iPhone 6/6 Plus launch
“While recent indexes have shown a steady stream of escalating costs, the October index numbers validate another important trend: the increasing importance of apps to consumers,” said Micah Adler, CEO of Fiksu. “Mobile marketers must start thinking strategically about their marketing tactics over the longer term and figure out how to use apps to connect with customers. October’s hindsight should serve as a guide for marketers preparing for impending holiday activity.”
The report points out that many of the app downloads are likely “a result of the tendency of app users to quickly re-download their ‘vital apps’ during upgrades.” The first set of apps users download on their new iPhone 6s are likely to be those they can’t live without, which makes them much more likely to become loyal users of those apps. The trend underscores the importance of nurturing user loyalty prior to device launches and gift-giving seasons.