iPhone app downloads increased by 16 percent to 5.32 million daily downloads in December, according to new metrics from Fiksu.

The Fiksu App Store Competitive Index, which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps, followed a drop in downloads last month. The increase in December downloads was driven by new devices given around the holidays, but it wasn’t as huge a lift as last December.

“Mobile app marketers are a year older and wiser, and we saw this reflected in the DecemberFiksu Indexes. Unlike the spending frenzy we saw in 2011, many opted for a value-versus-volume approach in 2012, collectively applying a more conservative, sophisticated strategy to their Q4 campaigns and largely avoiding big gambles on a long App Store freeze,” explained Micah Adler, CEO of Fiksu in a statement. “As a result, marketing dollars were spread to the long tail of apps outside the top 200, and the peaks in volume and cost per loyal user, while still significant, weren’t as extreme as they were in 2011.”