Are Android users growing up?

Are Android users growing up?

It has taken a few years but Android seems to finally have matured as a platform.


There is a consistent design language, more and more apps are adhering to Google’s design guidelines and the OS is smooth and slick to use.

What however of the apps that are being used?

Something else that has taken a while is the maturation of the Google Play store.  Where there was once a market flooded with apps that had less than reputable names that tended to involve anatomical pictures there is now an app store containing banking apps, shopping apps and reading apps and a whole host of useful utilities.

Indeed, a recent survey carried out by Nielsen has confirmed that between May and October 2012, the list of fastest growing apps in the UK on Android  contains only one game.  The fastest growing app is actually the Amazon appstore followed closely by the banking app from HSBC.  Flipboard is next with Tesco coming in fourth place.

This data goes a long way to show that Android is now being taken seriously as on OS not just by the kids but by those that really count, the ones who spend the money.

UK usage of Android apps, May to October 2012

Rank

App Name

Classification

Growth in Total Time Spent

Reach #(Oct 2012)

Time per user [mins] (Oct 2012)

1

Amazon AppStore Digital Store

7.6 x

10.7%

15.24

2

HSBC Fast Balance Banking

6.4 x

4.2%

19.80

3

Flipboard News/Information

4.4 x

6.2%

53.19

4

Tesco Shopping

3.8 x

5.7%

13.65

5

MX Player Utility

3.7 x

4.0%

47.79

6

Quidco Social Commerce

3.5 x

13.1%

20.61

7

Coin Dozer Game

3.0 x

6.2%

166.30

8

Google+ Social Network/ Messaging

2.7 x

17.5%

19.38

9

Google Play Movies & TV Digital Store

2.6 x

4.2%

10.88

10

TopCashBack Social Commerce

2.5 x

6.3%

6.09

11

Lloyds TSB Mobile Banking Banking

2.3 x

5.5%

20.56

12

Asda Shopping

2.3 x

4.0%

16.63

13

Google Books Digital Store

2.1 x

8.2%

13.91

14

Instagram Social Network/ Messaging

2.1 x

13.9%

78.76

15

Tune-In Radio Entertainment

2.1 x

8.4%

26.51

Source: Nielsen; May to October 2012

Also of interest is that the Google Play store is used by 95.5% of Android users and is actually THE most used app.

Of the top 10 most used apps 7 are Google proprietary apps.  The list in full is below.

Most-popular UK Android apps by reach, Oct 2012

Rank

App Name

Reach

1

Google Play

95.5%

2

Google Search

78.8%

3

Facebook

71.9%

4

Google Maps

70.9%

5

Calendar

68.7%

6

Gmail

67.6%

7

YouTube

65.9%

8

Calculator

57.2%

9

eBay Mobile

43.0%

10

WhatsApp Messenger

32.9%

Source: Nielsen; October 2012

Nielsen managing director for digital in Europe David Gosen comments:

Apps have grown up. The list shows that consumers are now seeking apps which help them with real-world tasks, not just fun gimmicks and games.

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