Everyone in the market has been talking about the explosive growth of the free mobile app, MyFitnessPal, blaming it for their poor results. Marketdata contacted the head PR person at MyFitnessPal to get some clarification of this huge number being quoted. As we thought, the 40 million is NOT the current number of active users. Rather, it's the CUMULATIVE number of people that have registered at the company's website, or downloaded the app, since 2005, when the company was founded. Lyndsey Besser said that the figure was 30 million in Oct. 2012 and the company has added 10 million new members since then. The share of that 40 million that are active ongoing users, a more meaningful number, is not disclosed since the company is private. It would also be great to know how long the typical person uses that app.