Christmas Day has seen a spike in mobile application downloads for the past couple of years, and that didn’t change in 2013, according to Flurry. Christmas Day app downloads grew by 91% compared to the first 21 days of December, reaching a “record-breaking level.” However, in what Flurry believes portends a “market maturation,” the extent of the Christmas Day spike decreased from the previous couple of years, and app downloads were up a relatively modest 11% from a year earlier.
By comparison, app downloads grew by 90% year-over-year on Christmas Day 2012. Similarly, while the average number of daily downloads for the month of December grew by 25% year-over-year in 2013, that was down from 97% growth the year before.
Flurry attributes the drop-off to deeper mobile penetration rates in large markets and a smaller spike in new device activations than in years past. (Flurry separately reported that new activations grew by 63% on Christmas Day over the average December day – down from more than a four-fold increase last year.) Moreover, mobile growth is now primarily occurring in countries which are less likely to celebrate Christmas Day. Read the rest at MarketingCharts.