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Sign up to monthly active users ratio benchmarks?

In a social application (web and mobile), what's the ratio between users who sign up and monthly active users / daily active users? For example: if 100 people sign up, how many can I expect on average to convert into monthly active users? And how many into Daily active users?
I realize it greatly depends on what the application is all about, but does anyone have any studies or statistics that I can refer to for reference?

3 Replies

Paul Travis
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Paul Travis Entrepreneur
Multifaceted Online Executor: Product Marketing to Program Mgmt. to Business Development
To be clear, are you asking

* what % of my total signups can I project as paying customers?

or

* what % of my total signups will actually use and not be waste?
Simon Abushaban
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Simon Abushaban Advisor
IT Projects & Program Manager | IT Delivery Manager | Technologist
My understanding: you are talking about the Churn Rate. Its about % of users who leave you either without using or after exaggerated use of your system.

Quick search:

https://blog.recurly.com/2014/08/better-way-to-calculate-your-churn-rate

http://www.evergage.com/blog/how-calculate-customer-churn-and-revenue-churn/
Lorenzo Staunovo Polacco
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Snr Director, Sales & Advertising Operations at Yahoo!
I'm asking what % of my sign ups I can expect to actually use the application at least once a month (or once a week if this is a more common measurement).

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