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Android cost-per-install down in July

Fiksu finds acquisition price on Google's OS continues decline, nears parity with modestly rising iOS CPI

Fiksu released its monthly smartphone cost-per-install index numbers today, with the user acquisition firm finding that after a couple divergent months, iOS and Android CPI are beginning to come back together.

For July, Fiksu found that the cost per app install directly attributable to advertising on Android was $1.18, down 26 percent month-over-month and 21 percent year-over-year. Over on Apple's platform, iOS CPI for the month was $1.11, up 7 percent month-over-month and 9 percent year-over-year.

"As we've mentioned before, these indexes include both incent and non-incent spending," noted Fiksu's CVP of new media solutions Glenn Kiladis. "As a result, iOS games costs are oftentimes lower than Android games costs as a result of increased spending on iOS on lower-cost incentivized networks. Despite that, this is actually the closest costs have been on the two networks over the past year. This signals a great opportunity to be distributing budgets this month across the two platforms, especially as you look to reach the different audiences available on each."

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