Looks like Christmas only comes once a year – as apps loose their shine.

Following a record-breaking holiday season, daily downloads from Apple’s App Store plunged 13 percent in February, according to mobile user acquisition platform Fiksu.

The Fiksu App Store Competitive Index, which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps, reports that App Store downloads averaged 5.2 million per day in February, down from 6.01 million in January and 5.32 million in December, a period coinciding with record device activations on Christmas Day 2012. Fiksu’s Cost per Loyal User Index, which measures the cost of acquiring a loyal user for brands who proactively market their apps, dropped 17 percent to $1.29, down from $1.56 the previous month.

Fiksu's App Store Competitive Index (February 2013)

Fiksu’s App Store Competitive Index (February 2013)

“February presented a more consistent ‘normalized’ and valuable landscape for mobile app marketers,” said Fiksu CEO Micah Adler. “In the absence of major events or device launches during the month, the February Indexes provide early indication of what we can expect the ‘new normal’ to be for marketers this year.”

Fiksu's Cost per Loyal User Index (February 2013)

Fiksu’s Cost per Loyal User Index (February 2013)

The Fiksu platform is designed to help brands more cost-effectively market their iOS and Android applications, leveraging predictive algorithms to optimize advertising campaigns in real time. The firm has accumulated more than 91 billion app actions like launches, registrations, in-app purchases and real-time bidding requests.

Gotta love what they do. Thanks Fierce for the above.

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