New research - 4,000 App Users - UK & US
The New Rules of
App Growth
How consumer behaviour is reshaping discovery, conversion and retention. Find out what 4,000 app users told us about who they trust, what they pay for and why they stay.
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The rules are changing.
Consumers are more selective about how they find apps, what they pay for and which ones stay on their home screens.
1 in 10
already use AI tools to discover new apps.
Three shifts. One growth loop.
The report shows how trust, confidence and value move consumers around the loop, and what marketers should do about it.
68%
find it hard to keep track of their app subscriptions.
76%
would rather look for a free alternative than pay.
trust recommendations from friends and family when choosing a new app.
84%
Discovery is becoming trust-led. No single channel dominates, so the brands that win will be the easiest to trust.
1
Discovery
Rule 1: Earn trust before the download
Consumers pay for confidence. Clear pricing, proof of value and reassurance matter more than promotions.
2
Conversion
Rule 2: Build confidence before asking for commitment
Retention is earned through value. Apps stay when they save time and fit into everyday routines.
3
Retention
Rule 3: Keep earning value after conversion
What's in the report?
Data, insights, UK vs US comparisons and practical guidance for app marketers.
How discovery differs across channels, generations and markets
How AI is entering the app discovery journey
What drives subscription cancellations
What discovery sources consumers actually trust
What makes consumers willing to pay for an app
The new three rules for app growth, and much more!
Ready to play by the new rules?
Download the full report and see what's driving consumer behaviour in 2026.
© 2026 Yodel Mobile by NP Digital · Research conducted by Opinium in April 2026 (n=4,000 app users aged 18+, UK and US)