Facebook and apps from Google like Gmail and the Android Market are the most popular smartphone apps among Android owners 18 years and older, according to Neilsen.
To rank mobile apps by active reach, that is, by the percentage of Android owners who used the app within the past 30 days, Nielsen analysed usage data from its proprietary device meters on the smartphones of thousands of consumer panellists equipped with Android devices.
Facebook’s popular app is the most active among Android owners 18-24 and 25-34, who both hover at around an 80pc active reach. Additionally, more than three-quarters of users 35-44 used the app recently, as well.
Google’s YouTube app gets heavy usage from Android smartphone owners 18-24: 64pc have used it in the past 30 days, compared to 56pc and 51pc of 25-34 and 35-44-year-olds.
Music, games and video apps
A preference for media apps with a social dimension (eg, Words with Friends) among the 18-24 set is also reinforced by their sizable usage of music and video apps (eg, Pandora) compared to older demographics.
Not just for the kids, the ubiquitous game Angry Birds appeals more to those 35-44 when compared to other age groups: 35pc of them have used the app in the last 30 days, while only 22pc of those 18-24 and 29pc of 25-34-year-olds launched the game.
Apart from gaming, the 35-44 segment demonstrates a greater inclination to shop using the Amazon AppStore: 24pc of them used the app in the last 30 days, while only 14pc of those 18-24 did the same.
Groupon appeals more to those 25-34, not even making the top 20 ranking for those 18-24. A similar trend was found on Google+: active reach was higher for those 25 and older when compared to the 18-24 demographic.