Nielsen Releases First Mobile Media Rankings Based on Audience Measurement Data from Android Smartphone Meters

New Nielsen Smartphone Analytics Reports Consumer Mobile Behavior from On-Device Meters; First Android App Rankings Published

NEW YORK--(BUSINESS WIRE)--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”

“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.