South African mobile networking platform, Mxit is looking to be more transparent and clear about its active user numbers, which is sitting at 7 million using a 30-day metric.
Over the past few years, reports of exact user numbers on Mxit have been “fuzzy” – with official figures reaching a high of 12.5 million, as reported by former CEO, Alan Knott Craig in July 2012.
According to Mxit, previous figures were based on a 90-day metric (number of active users over 90 days); however, at the end of 2012, Mxit changed its metric to a more industry-standard 30-day period.
“The 90-day metric is a telecoms industry standard, but in the social network space a 30 day metric is a lot more relevant.” Mxit told BusinessTech.
“We believe this is a more comparable number to other social networks and a more relevant metric for our business partners such as developers, social media agencies and community owners.”
Active Mxit users
According to the most recent figures pulled by Mxit, the social platform is currently seeing close to 7 million active users over a 30 day period.
Using the old 90-day metric, the figure sits closer to the 10 million most often reported.
Locally, the numbers are checked across smaller time intervals, which shows that Mxit is seeing 4.5 million active South African users over 7 days, and 2.8 million users in one day.
According to Mxit, 68% of its user base is between 18 and 35 years old, and the gender breakdown is 54% male and 46% female.
Mxit has undergone a significant shift in company strategy since former CEO Alan Knott-Craig left in October 2012.
Acting Mxit CEO, Francois Swart, took over the reigns at the company and was tasked with pegging a solid strategy for Mxit moving forward.
“We have just completed a thorough and intense strategic planning process in which the whole business was involved at some level in the process,” Swart said at the time.
As a part of this process, Swart had to refine what Mxit was about, which lead to cost-cutting and down-sizing of the company’s staff – ultimately resulting in 41 Mxit employees being retrenched in December 2012.
“Our goal is to more than double our user base during the next year. To achieve this we need to take a very focused approach to what Mxit does and does not do.”
To date, Mxit has implemented a number of strategies looking at drawing in third-party app developers to the platform, as well as pushing investment into self-service community creation tools; developer support; technology innovation; advertising partnerships; and collaboration with companies and brands.