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CPI for Android and iOS diverges again

iOS down, Android up in November as iPhone launch rush calms

The cost per install for Android and iOS has diverged for the month of November, although the difference between the two is still a fraction of what it once was.

According to Fiksu's Glenn Kiladis, Android CPI is up nine per cent to $1.27, with iOS dropping by seven per cent to $0.94.

"iOS games costs are typically lower than Android games costs due to increased spending on iOS on lower-cost incentivized networks," Kiladis explains. "While iOS costs were higher in October due to advertisers competing for attention during the launch of the new iPhones, these costs have begun to even back out in November. Meanwhile, Android costs likely rose last month after marketers took advantage of what were the lowest costs all year on the platform in September and October."

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By Matthew Handrahan

Latest comments (5)

Paul Johnson Managing Director / Lead code monkey, Rubicon Development6 years ago
In our experience they're both going down the toilet this month.

I was hoping/expecting a good month as a provider of quite a few of their impressions - this time last year it went crazy. This year though it's pretty crap. :(
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Nick Parker Consultant 6 years ago
@Paul Do you see any geographies that are beating these averages? Thinking out loud, Canada, Scandi, USA, UK?
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Paul Johnson Managing Director / Lead code monkey, Rubicon Development6 years ago
It's all about the tier 1 countries regardless in our experience. USA by a mile and then UK, Aus & NZ, Canada and the big other western democracies.

Other known big markets like Korea, Russia and Japan don't do much of anything for us, probably because the providers we use carry adverts in English targetted at English speakers. We've tried more exotic providers too and they did pretty much nothing but admittedly we didn't push that as hard as we could if we thought there was anything to be gained - our apps are all just English too.

Edited 1 times. Last edit by Paul Johnson on 16th December 2014 10:28pm

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Paul Johnson Managing Director / Lead code monkey, Rubicon Development6 years ago
*Tier 1 as defined by chartboost, not any political bias :)
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Nick Parker Consultant 6 years ago
@Paul, many thanks.
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