From videos to music to apps, digital was at the forefront of consumers’ (and marketers’) minds in 2015. Nielsen looked at some of the top trends for 2015 in digital, including the top U.S. smartphone apps and operating systems.

“In 2015, Facebook again took the lead as the top smartphone app,” Nielsen reported in Tops of 2015: Digital. “The social networking app had more than 126 million average unique users each month, a growth of 8% from last year. YouTube came in second with over 97 million average unique users each month, followed by Facebook Messenger with more than 96 million average unique users each month.”

“The apps with highest year-over-year change was Facebook Messenger with a 31% increase in users from 2014, and Apple Music, with a 26% growth.”

  1. Facebook
  2. YouTube
  3. Facebook Messenger
  4. google search
  5. google play
  6. google maps
  7. gmail
  8. Instagram
  9. Apple Music
  10. Maps (Apple)

According to Nielsen, “smartphone penetration grew to 80% of U.S. mobile subscribers at the end of September 2015 from 78% at the start of the year. In third-quarter 2015, a majority of subscribers used Android (53%) and iOS (43%) devices to access their apps. Three percent of U.S. smartphone owners used a handset that operated on a Windows phone, followed by 0.7% on a BlackBerry.”

Focusing on Android Smartphone Users could prove beneficial to your mobile advertisers. According to AudienceSCAN data, 41% of Android users rent their dwellings and 47% have dogs for pets. In the next 12 months, 19% want to attend music festivals. 18.7% of Android users enjoy fishing for sport, so they could be watching YouTube videos to improve casting techniques or to scout out scenic lakes where the fish are biting. Make note: in the past 6 months, 23% have used their smartphones to search for nearby stores/retailers. And in the past month, 27% took action after receiving mobile smartphone app ads or text message ads.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.