According to Fiksu's Cost Per Install (CPI) Index, following a month in which Android CPI was on the rise, iOS CPI increased quite a bit during March. Fiksu's report, which measures the cost per app install directly attributed to advertising, showed iOS games costs in March climbed 49 percent over last month, coming in at $1.30. Android games CPI, meanwhile, fell five percent to $1.06.
Fiksu noted that this discrepancy is slightly unusual since iOS games costs are often lower than Android due to more spending on iOS on lower-cost incentivized networks. A trend does appear to be developing, though, as iOS CPIs were up 34 percent over 2014, and costs on Android were down 37 percent year-over-year.
Fiksu's Glenn Kiladis commented, "Based on these trends, it appears that, after a slow month of February, iOS games marketers have jumped back into the fray a bit quicker than their Android counterparts. If 2014 is any indication, costs could be up across both platforms next month, as April 2014 was one of the most expensive months over the past year."