Information and analytics company Nielsen today released its first mobile media rankings for Android, based on audience measurement data from the company’s new Nielsen Smartphone Analytics. This new service uses metered data from panel comprising 5,000 U.S. Android and iOS smartphone users to report actual consumer behavior.
Nielsen Smartphone Analytics found that apps for Facebook, maps and mail had the highest active reach among U.S. Android users above the age of 18, not counting the Android Market app itself.
“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.”
While many of the top 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 percent) than men (13.4 percent). That preference was reverse for Google+, which had more than twice the active reach among men (15.8 percent) than women (7.2 percent).
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 USSource: Nielsen Smartphone Analytics Device-meter data from July 2011, Android Smartphone Users, 18+