New Nielsen Smartphone Analytics Reports Consumer Mobile Behavior from On-Device Meters; First Android App Rankings Published
NEW YORK – Nielsen, the leading global provider of information and analytics around what consumers buy and watch, today released the first mobile media rankings based on audience measurement data from the company’s new Nielsen Smartphone Analytics. This new service uses metered data from thousands of Android and iOS smartphones in the United States to report actual consumer behavior.
“Metered insights are instrumental to the growth of mobile media,” said Jonathan Carson, general manager of Digital, Nielsen. “Publishers and media companies can finally get the audience measurement metrics they need to price and sell their advertising inventory, while advertisers and marketers can better define winning strategies for leveraging the power of mobile.”
Nielsen Smartphone Analytics provides audience measurement metrics and ratings, including frequency, duration, and total audience measures. Nielsen currently has meters installed on more than 5,000 smartphones used by consumers who have chosen to be a part of this smartphone panel. (These consumers understand Nielsen is only interested in sharing anonymous, aggregate data and not any personally identifiable information.)
First Android App Ratings Released
According to the first mobile audience measurement data from metered smartphone usage, after the Android Market app itself, apps for Facebook, maps and mail had the highest active reach among U.S. Android users above the age of 18. (“Active reach” is defined as the percentage of Android owners who used an app within the past 30 days.”)
While many of the top 20 apps showed similar active usage by both male and female Android smartphone owners, there were notable differences in active reach for social apps. Facebook’s mobile app saw an active reach of 81 percent for women Android smartphone owners compared to just 69 percent for male Android smartphone owners. Twitter also reached more women (16.5%) than men (13.4%). However, Google+, the newest social network, had more than twice the active reach among men (15.8%) than women (7.2%).
Outside of social media, apps like Kindle and Words With Friends had higher active reach among women, while Quickoffice Pro and the Amazon App store had higher active reach among men. Google Maps had a higher active reach among men, too: 77 percent active reach among men compared to 71.8 percent among women.
Top 20 Android Apps in the US
Source: Nielsen Smartphone Analytics, Device-meter data from July 2011, Android Smartphone Users, 18+
Android App Name Overall Active Reach
Android Market 90.5%
Google Maps 74.6%
Gmail 74.5%
Facebook 73.5%
Google Search 71.9%
YouTube 51.4%
Advanced Task Killer Free 26.1%
Angry Birds 25.9%
QuickofficePro 25.3%
Pandora Radio 23.9%
The Weather Channel 17.8%
Amazon AppStore 17.7%
Words With Friends 16.0%
Talk – Text to Voice 16.0%
Twitter 14.9%
Barcode Scanner 13.9%
Adobe Reader 13.9%
Angry Birds Rio 13.6%
Kindle 12.4%
Google+ 11.8%
Android App Name Male Active Reach
Android Market 90.6%
Google Maps 77.1%
Gmail 75.5%
Google Search 72.4%
Facebook 66.9%
YouTube 53.7%
QuickofficePro 27.4%
Angry Birds 27.3%
Pandora Radio 24.4%
Advanced Task Killer Free 24.2%
Amazon AppStore 19.2%
The Weather Channel 18.3%
Talk – Text to Voice 16.7%
Google+ 15.9%
Adobe Reader 15.2%
Barcode Scanner 13.7%
Angry Birds Rio 13.5%
Twitter 13.4%
Words With Friends 12.2%
Kindle 10.2%
Android App Name Female Active Reach
Android Market 90.5%
Facebook 81.0%
Gmail 73.4%
Google Maps 71.9%
Google Search 71.3%
YouTube 48.7%
Advanced Task Killer Free 28.3%
Angry Birds 24.2%
Pandora Radio 23.2%
QuickofficePro 23.0%
Words With Friends 20.3%
The Weather Channel 17.2%
Twitter 16.5%
Amazon AppStore 15.9%
Talk – Text to Voice 15.1%
Kindle 14.8%
Barcode Scanner 14.3%
Angry Birds Rio 13.8%
Adobe Reader 12.4%
Google+ 7.2%
About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
