The Rising Cost of Engagement for Mobile Travel Apps

Last week we released our latest report in the Skift Trends series, Effective Mobile App Strategies of Consumer Travel Brands. Below is an extract. Get the full report here to get ahead of this trend. Just as the app economy grows larger by the day, so does the cost of enticing consumers to download and remain engaged with each app. Fiksu, which develops technology for mobile marketing, estimated several months ago that the cost of acquiring a loyal iOS app user – defined as those who open an app three times or more – rose to a record high of $4.04 in August, marking a 36 percent month-over-month increase and more than doubling the cost during the same period in 2014. That investment can pay dividends, though, for businesses that have built apps that consumers value,