In what can hopefully be a part of a nice trend, the cost of acquiring mobile app users has gone down at least this past December. This is big news. One of the biggest headaches for any company trying to gain traction in the mobile app space is gaining users. It’s very hard to get started in the mobile app space. It used to be that as long as you roll out an app, people will download and install your app just because you’re available, and you’re free. Well, since there is so much out there, its very easy to get lost in the mix. It’s so easy for your message to get lost in the noise. In fact, there are so many apps covering so many niches and so many specializations that most people don’t really know where to begin. We’re back to the old game of branding. Whenever we brand, of course, costs go up. This is why the cost of acquisition for users have been going up for a long time. That’s why it’s quite a welcome relief to know that the cost of acquisition for a mobile app user and downloader went down in December to a 1.75 dollars per user. Since it takes several millions to download installations to gain traction in the mobile app space, you can see how expensive the game has become.
Let’s hope that this trend continues to go down. Hopefully, it can reach lower levels so smaller companies can get a shot. The truth is the future of the mobile space is in the hands of smaller companies. Obviously, there’re still problems that the bigger companies cannot solve. Unfortunately, the big barrier for smaller companies to make an impact is the price of user acquisition. The lower this price goes, the better it is for the industry as a whole.