Android users often complain about the many, many developers who focus on iOS versions of their apps first and Android a distant second. Just look at the hornet’s nest stirred up by Bethesda Game Studios when it initially released Fallout Shelter for iOS only, saying that an Android version would be coming “soon.”

Those users’ complaints are not totally without merit. After all, Android does control a far greater share of the worldwide mobile market, so why would the (seemingly) less important Apple platform get all the good stuff first? The answer becomes a little more obvious when you look at the costs associated with getting your game seen and downloaded on Android, whose app marketplace is far more open than Apple’s, and therefore a lot more saturated with junk.

According to a new report by research firm Fiksu Inc, the Cost Per Install (CPI) for Android apps was nearly double that of iOS apps for the month of July. Fiksu estimates that Android developers pay an average of $2.73 on advertising per install. Apple developers, by comparison, pay only $1.43.

While the CPI did rise in July, Fiksu notes that the Cost Per Loyal User (CPLU) dropped slightly, which the firm says suggests that “more focused audience targeting was in play throughout the month.”

“In today’s competitive marketplace, marketers are willing to absorb higher costs upfront to target the right audiences,” Fiksu explained. “July’s results verify this targeting tactic by leading brands is ultimately proving more effective in acquiring valuable long-term users.”

Fiksu also noted that the increase in CPI is partly the result of “typical summer slowdown,” with a normal decrease in overall downloads driving the costs up. iOS apps also saw a slight increase in CPI for the month of July, but the amount was still far below its peak in April when costs rose to $2.13, briefly overtaking Android’s CPI by 5 cents.

“Amidst a transition period, with the iOS 9 launch and new iPhones expected in the first few weeks of September, marketers should be thinking about re-engaging their existing users,” Fiksu advises iOS developers. “Preparation for the likely influx of in-app inventory will help ensure your app is not removed or replaced. Above all, over the next few months, marketers should continue to focus on putting the right messages in front of the right people at the right time.”

Photo by JD Hancock