MEXC Report: Airdrops Drive 35% of New User Registrations

The MEXC report indicates that 35% of new user registrations stem from airdrops, surpassing traditional acquisition methods. Airdrops initially attracted users seeking financial access but have transitioned due to gamification and mobile solutions. User retention post-airdrop is impressively high, particularly in regions like CIS where engagement is strongest. However, lower participation is noted in Europe and Latin America attributed to user fatigue and preference for DeFi opportunities.

A recent MEXC report highlights that 35% of new user registrations on the exchange result from airdrop participation, outperforming traditional user acquisition channels such as referral programs and marketing efforts. This reflects a significant shift in the effectiveness of airdrops as a marketing strategy for gaining new users.

Airdrops originally acted as an accessible entry point for new users, particularly targeting those unbanked and from regions with limited financial access. This approach provided users with a no-cost introduction to engaging with blockchain projects through simple tasks in exchange for financial incentives.

The MEXC report indicates a transformation in user engagement with airdrop initiatives. Gamified strategies and mobile-centric solutions are increasingly influencing user behaviour and enhancing participation in airdrop campaigns. The “tap-to-earn” trend, notably within the Telegram ecosystem, has captivated millions, allowing users to accumulate points and rewards through entertaining interactions on mobile devices.

Games such as Hamster Combat, Yescoin, and Notcoin exemplify the growing popularity of tap-to-earn models that motivate users to convert leisure time into financial rewards. The straightforward and accessible nature of these apps has drawn in numerous participants previously uninterested in cryptocurrency.

While airdrops successfully generate initial user sign-ups, the crucial measure of success lies in user retention. The MEXC findings reveal that 76% of users enrolling through airdrop campaigns remain active on the platform and engage with other projects after receiving their tokens. Furthermore, 18% become active traders with an average daily trading volume exceeding $58,000.

Geographically, the report shows that the CIS region leads in airdrop engagement, accounting for 67% of new users coming from such campaigns. Southeast Asia and South Asia follow with 51% and 32% respectively. The preference for mobile-first experiences contributes to high participation rates, particularly in areas with limited access to traditional financial services.

In these regions, airdrops offer a no-cost, decentralised channel for accessing financial services, facilitating cost-effective solutions for international remittances. Conversely, Europe, Africa, and Latin America report lower levels of participation in airdrops, despite notable crypto interest. This decline may stem from the allure of decentralised finance (DeFi) platforms and emerging user fatigue toward airdrop campaigns that have failed to provide perceived value.