Nielsen Releases First Mobile Media Rankings Based on Audience Measurement Data from Android Smartphone Meters.
Nielsen 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 more than 5,000 of Android and iOS smartphones in the United States to report actual consumer behavior. This is similar to what Nielsen does with TV ratings. They have a set of panel users that stand for consumers in the whole nation. Now this type of analysis is available for smartphones from Nielsen.
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“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.”
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 according to Nielsen (Reach in %):
Android Market 90.5%
Google Maps 74.6%
Google Search 71.9%
Advanced Task Killer Free 26.1%
Angry Birds 25.9%
Pandora Radio 23.9%
The Weather Channel 17.8%
Amazon AppStore 17.7%
Words With Friends 16.0%
Talk – Text to Voice 16.0%
Barcode Scanner 13.9%
Adobe Reader 13.9%
Angry Birds Rio 13.6%