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Repair common Windows errors and clear accumulated junk for a smoother, more stable PC - no reinstall needed.Free scan · no reinstallThe often-cited 43% figure is not about app visits: Nielsen reported in 2011 that the ten most-used Android apps accounted for 43% of the time U.S. Android consumers spent in mobile apps. It is a historical snapshot of app-time concentration—not a current measure of visits, installs, users, or revenue.
What does the 43% figure actually mean?
In an August 2011 article, Nielsen’s Don Kellogg reported that the top ten Android apps accounted for 43% of the time U.S. Android consumers spent using mobile apps. Nielsen said its findings drew on on-device meters installed on thousands of iOS and Android smartphones, but this particular concentration figure was specifically about Android consumers in the United States at that time. Nielsen’s article also said the top 50 Android apps accounted for 61% of app time.
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Nielsen cited a catalog of more than 250,000 Android apps. The remaining 249,950-plus apps therefore competed for the remaining 39% of app time in that period. Kellogg wrote, “With 250,000+ Android apps available at the time of this writing, that means the remaining 249,950+ apps have to compete for the remaining 39 percent of the pie.” That describes the catalog’s combined share, not an equal allocation to each app.
Do the top ten apps get 43% of all app visits?
No such conclusion follows from Nielsen’s statistic. Time spent and visits are different measures: a small number of long sessions can contribute more app time than many brief opens. The figure also concerns U.S. Android app use in 2011, not current use across Android and iOS or across all markets. It should not be presented as today’s visit share.
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How many apps make up the long tail?
There is no single count that defines an app long tail. It depends on the activity being measured and the population observed. A 2019 observational study of mobile notification drawers recorded 8,823 distinct apps that triggered at least one notification in its dataset. Only 24 appeared on at least 1,000 devices; among apps seen on fewer than 10 devices, more than half appeared on just one device. These findings describe notification occurrence in that study, not visits or the popularity of every app. The study also notes that its app categories came from Google Play, where developers provide the categories.
Can an indie app still find an audience?
The figures show that activity can be concentrated while many apps appear only rarely in a particular dataset. They do not establish the current odds that an indie app will find users, nor do they show that every app outside the most-used group has no audience. A long tail is a description of a distribution, not a forecast for an individual product.
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Do a few apps also capture most indie-app revenue?
One founder’s portfolio offers a limited example, not an industry benchmark. In an article dated July 19, 2026, Matheus Mello reported $64 in app-store subscription monthly recurring revenue across ten apps for June 21–July 19, 2026. Two apps generated 87.5% of that MRR, while six generated none. The same 28-day period brought in $87 collected and 15 paying subscribers, according to his account. The report excludes advertising revenue from his web games and reflects a mostly young portfolio; it is self-reported, not audited. Mello also says he builds SoleOS, a portfolio dashboard discussed in the article, so his product interest is relevant context. Read the founder’s account.
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What the evidence can—and cannot—show
These sources point to concentration within their own scopes, but they measure different things and cannot be combined into one market-wide distribution.
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| Evidence | Population and date | What it measures | What it supports |
|---|---|---|---|
| Nielsen | U.S. Android consumers; 2011 | Share of mobile-app time | The top ten apps accounted for 43% of app time in that historical setting. |
| Weber et al. | Devices and apps in a 2019 notification-drawer study | Apps triggering notifications on observed devices | Many apps appeared infrequently in that dataset; it is not a visit count. |
| Matheus Mello | One founder’s ten-app portfolio; 28 days ending July 19, 2026 | App-store subscription revenue | Revenue was concentrated in two apps in this self-reported portfolio. |
None establishes today’s share of all app visits, the current distribution of indie-app usage, or the likelihood that a particular small app succeeds. “The long tail” is useful only when the metric, population, and date are stated alongside it.
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