Mdundo.com A/S has released a statement saying they have recorded an all-time high of 20.3 Million monthly active users in June 2022 – a growth of 74% compared to June 2021. This, they say, beats their expected target of between 19-20 million.
The Kenyan company says their biggest market remains Nigeria with a user base of 4.9 million monthly users, followed by South Africa with 3.7 million, Kenya with 2.8 million and Tanzania with 2.4 million.
These are huge numbers. Meaning they must be pushing a lot to reach more audiences. Out of curiosity, I’ve checked out their stats on their Android App and Website. They don’t have an app on Apple’s Store.
Mdundo Android App:
On Play Store, the app has reached 1 million plus downloads. There’s no way to know how many of the downloads are active users though.
According to similarweb.com, which of course only estimates – can’t know the real data, the mdundo.com website received 731.8% more traffic in June. That’s a jump from 1.6 million visitors in May to 13.5 million in June.
According to that data, most of the traffic came from Kenya (1852% increase), South Africa (5000% increase), Nigeria (1487% increase) and Tanzania (34% increase).
From that data, I still can’t tell how the company reaches 20.3 million active users. But that’s an incredible month-to-month jump.
The company – which released its 2025 strategic direction in June 2022 – says it is aiming at recording 50 million monthly active users and a positive EBITDA for the financial year ending June 2025. According to TechCrunch, the company is banking on more partnerships with telcos across the continent to grow its earnings and user base.
The company, which is listed on the Danish Exchange, explains that its advertising platform, The Mdundo Brand Lift Tool, has improved customer’s brand performance by an average of 8% across Kenya, Nigeria and Tanzania with the highest performing campaign reaching a growth in overall brand lift of 85%.
“We have increased the average brand up-lift for our advertising clients by an average of 8%, with the most noticeable impact towards the end of the customer decision making process impacting consideration, favorability and purchase intent by an average of 10%. It is extremely satisfying to know that the return on investment for our clients is directly related to our campaigns’ driving impact in addition to incremental reach across all key markets,” says Rachel Karanu, Head of Brand Partnerships, Mdundo.
The best performing campaigns in the past 12 months were Kenya Cane with an average “Uplift” of 85%, the best “Awareness” campaign was for Sportpesa Tanzania with 65%, Guinness Smooth had the highest performing “Consideration” campaign with 191% growth, Castle Lite Tanzania had the highest impact on “Favorability” with 114% growth and Captain Morgan impacted “Purchase Intent” the highest with 101%.
Ryan Majiwa Digital Media Lead East Africa, Saracen Media Limited, says “The Mdundo platform offers our clients high quality reach in the mass-market audience that is hard to reach as effectively for the cost through other marketing channels. In addition, their Brand Lift tool provides us partners with insights into the behavior of our target customers, both on and off the platform because of how closely their audience mirrors the actual market allowing for effective campaigns”