Collectively, Brits are walking around with 2.5 billion apps installed on their mobile phones, with one billion of those neglected every day, according to new research.
The study, conducted by Publicis Media, surveyed 2,000 people to gain an understanding into the nation’s app habits.
Over the course of their lives, the average UK adult will download 1,512 apps**, however, more than 1 in 4 deletes an app on the same day they download them.
With so many apps to choose from, one billion apps get neglected every day with the average Brit having 27 apps on their phone, but only using six on a daily basis.
Mobile apps have a short window in which to impress users in the UK, with 31% of the population having already deleted the last app they downloaded and 26% having deleted an app on the same day they got it.
The poll found that on average Brits download an average of two apps a month, but a staggering one in five are deleted after just one use. When asked why, the most common reasons given were that the app wasn’t relevant, did not help the user or was no longer needed.
Older mobile users however have greater levels of app-loyalty. Almost a fifth (18%) of those aged 55+ have never deleted an app compared to just 9% of those aged between 18 and 34.
The research further reveals that the majority of Brits don’t like paying for apps, with 71% of the population citing they only ever download free apps.
When it comes to gender differences, females are more frugal: 16% of males spend £1 or more on app downloads compare to 11% of females.
In terms of importance, women say social media (54%) and banking/finance (44%) are the most useful types of apps to them. For men, 45% say sporting apps are of most use. Surprisingly, despite the rise in online dating, for both sexes, dating apps are only viewed by 3% as the most useful.
Scott Curtis, who leads Publicis Media’s mobile team in the UK, said: “Apps have only been around for a relatively short time but they have absolutely transformed the way we live our lives. And, it’s staggering to think how many the average person will download in their lifetime.
“However, our research has also highlighted that many don’t stand the test of time, with a quarter of apps deleted on the day of download. Any brand or company looking to develop an app must understand that launching it is only the beginning of the journey – apps must be engaging, useful and at all times relevant or face becoming quickly obsolete.”
The UK-focused research was carried out as part of Publicis Media’s Mobile Matters series which studies the importance of mobile phones, and the associated emerging technology, on contemporary society.