Mobile application installs grew by 182% between January and December 2014, almost keeping pace with the growth in ad spending of 235%, reports Kenshoo in a recent study. As a result, the cost of a mobile app install (CPI) grew by a relatively modest 19% during the year. CPI was more than twice as high on iOS as on Android devices, and also increased at a faster rate.
Meanwhile, monthly CPMs rose by 103% during the course of the year, with Android rates briefly surpassing iOS rates in Q3. CPCs grew more quickly – ending December 179% higher than in January – with iOS mobile clicks costing app advertisers almost three times as much as Android clicks. While click-through rates declined for much of the year, Android retained higher average rates than iOS. Source: Kenshoo