In most cases this comes from mobile ad/analytics frameworks (Facebook Ads/SDK, Google AdMob, StartApp, Chartboost, MoPub, etc. etc.).
They usually ping back with usage counters and probably other analytics data. In many cases those SDKs even join data between apps on your device (e.g. you give your age to app A, your name to app B, your location to app C and they merge it on the backend). This data is then shown to users and in a lot of cases also sold in bulk.
Note that most of these frameworks target iOS first and Android second - due to population and revenue.