LONDON, UK — 20 May 2025 — (Nasdaq: AMPL), the leading digital analytics platform, has released new highlighting how poor app experiences significantly damage brand loyalty and customer retention. The study, which surveyed 2,000 UK smartphone users, found that 58% of consumers would likely abandon a brand entirely after experiencing problems with its mobile application.

The findings show that retaining users and minimising frustration hinges on app reliability rather than aesthetics, with a staggering 85% of people preferring a basic-looking app with no glitches over one with a sleek design but occasional problems.

Key research findings include:

• Functionality issues drive rapid abandonment: More than a third (35%) of UK consumers will ditch an app within minutes if it doesn't function properly. Even more concerning, 10% will abandon an app within seconds of encountering issues.
• Poor design sparks user outrage: Nearly half (45%) of people who have encountered poor app design admit to feeling enraged by it. This figure rises to 59% among Gen Z and Millennials, who have notably higher expectations for seamless digital experiences than older generations.
• Shopping and transportation apps create the most frustration: The research identified shopping apps as the most frustrating category for UK consumers, followed closely by transportation and social media applications, suggesting these sectors have the most urgent need for experience improvements.

"This data confirms that today’s digital competition isn’t just about app installs—it’s about being indispensable” said Lee Edwards, Vice President, EMEA at Amplitude. “To achieve that, businesses must move beyond vanity metrics and understand the full customer journey. Where are people hesitating? What triggers abandonment? And how are expectations shifting over time? With this deeper insight, brands can create experiences that not only reduce friction but foster trust, loyalty, and long-term value."

The research also shows that consumers are becoming increasingly selective about the apps they keep and use. The average UK smartphone houses 48 apps, but consumers regularly engage with just 13 of them, with almost half (44%) of people intentionally limiting new downloads to avoid phone clutter. Additionally, 28% report regularly deleting apps they no longer use, creating a competitive digital environment where brands must earn their place.

"As apps become the primary way people experience businesses, the stakes have never been higher,” adds Edwards. “Our research shows that users, especially younger generations, expect fluid, intuitive experiences, and when apps miss the mark, it’s not just annoying, it’s personal. That emotional disconnect can cost brands dearly. To keep pace, companies need to develop deeper insights into user behaviour and friction points, and stay ahead of user expectations."

The full report, which includes detailed insights on specific frustrations across demographics and recommendations for brands, is available

Note: all percentages have been rounded to the nearest whole number.