According to the first mobile media rankings based on audience measurement data from metered Android smartphone usage, aside from the Android Market app itself, Facebook, Google Maps and Gmail were the most used among U.S. Android users 18 years and older. To determine each apps “active reach,” — the percentage of Android owners who used an app within the past 30 days — Nielsen analyzed the data from on-device meters on thousands of Android smartphones.
While many of the top 20 apps, including the streaming music service Pandora and two versions of the popular game Angry Birds, showed similar usage by both men and women, there were notable differences in active reach for social apps. Facebook’s mobile app saw an active reach of 81 percent for women compared to 69 percent for male Android users. Twitter also had slightly higher active reach among women (16.5%) than men (13.4%). However, Google+, Google’s new social network, had more than twice the active reach among men (15.8%) than women (7.2%).
Outside of social media, apps like Amazon’s Kindle and Words With Friends showed higher active reach among women, while apps like Quickoffice Pro and the Amazon Appstore had higher active reach among male Android smartphone owners. And despite the stereotype that men don’t like asking for directions, they seemed pretty comfortable using Google Maps, which has 77 percent active reach among men compared to 71.8 percent among women.
For more Android user trends and insights, sign up for Nielsen’s September 15 webinar, All About Android.