May 23, 2025
58% of Brits will ditch a brand for a bad app—here’s why
Amplitude has released a new study revealing just how critical a seamless mobile app experience is to maintaining brand loyalty in the UK. According to the study, which surveyed 2,000 UK smartphone users, over half of consumers (58%) would consider abandoning a brand after encountering issues with its mobile app.
The findings highlight that user retention is more closely tied to functionality than visual appeal. As many as 85% of respondents said they would rather use a plain-looking app that performs reliably than a visually stunning one that suffers from bugs or glitches. This shows the growing demand for dependable digital experiences over polished but unreliable ones.
“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.”
What is the biggest dealbreaker?
Performance problems appear to be a major deal-breaker for users. Over a third (35%) of respondents reported they would delete an app within minutes if it didn’t work properly. Alarmingly, 10% said they would abandon it within seconds of encountering a problem. These numbers make it clear that there is little room for error in the increasingly competitive app space.
While aesthetics may take a backseat to functionality, poor design still provokes strong reactions. Nearly 45% of users said they’ve felt anger after using a poorly designed app. That frustration is even more pronounced among younger generations: 59% of Gen Z and Millennials reported feeling enraged by bad design, reflecting their higher expectations for digital experiences.
Certain app categories are particularly prone to frustrating users. Shopping apps were identified as the most aggravating, followed closely by transportation and social media platforms. These findings suggest that brands in these sectors face especially high pressure to deliver smooth, reliable user experiences.
The study also sheds light on shifting consumer behaviour around app usage. While the average UK smartphone has around 48 apps installed, users actively engage with only 13 of them. Nearly half of users (44%) say they consciously avoid downloading new apps to reduce digital clutter, and 28% regularly delete apps they no longer use. This selective approach means brands must work harder than ever to earn—and keep—a place on consumers’ devices.