More than half of UK consumers abandon brands over bad apps

Research from Amplitude reveals that poor app performance is leading UK consumers to abandon brands at a significant rate.

The study, which surveyed 2,000 UK smartphone users, found that 58% of consumers would likely abandon a brand entirely after experiencing issues with its mobile application. The research highlights the impact of app reliability on customer loyalty and retention.

The findings indicate that app functionality is valued over visual design. According to the report, 85% of respondents said they would prefer a basic-looking app without glitches rather than one with a sleek design that is prone to problems. This underlines the importance for businesses to prioritise seamless operations over aesthetics.

The data also shows a rapid user response to functionality issues. More than one third (35%) of UK consumers are prepared to stop using an app within minutes if it does not work correctly, while 10% will abandon an app within seconds if they encounter issues.

Poor design has a strong emotional impact, with nearly half (45%) of those who have experienced unsatisfactory app design admitting to feeling enraged by it. The proportion is even higher among younger users, reaching 59% for Gen Z and Millennials. These groups are found to have higher expectations for seamless digital experiences compared to older generations.

Shopping apps were identified as the most frustrating category for UK consumers. Transportation and social media apps were the next most commonly cited sources of frustration, suggesting these sectors face significant challenges in improving user experience.

Lee Edwards, Vice President, EMEA at Amplitude, commented on the findings: "This data confirms that today's digital competition isn't just about app installs—it's about being indispensable. 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 report adds that UK consumers are selective about the apps they keep on their devices. The average smartphone holds 48 apps, but users regularly engage with just 13 of them. Almost half (44%) of respondents said they intentionally limit new downloads to avoid clutter, while 28% report deleting apps they no longer use. This creates a competitive digital environment in which brands must consistently meet user expectations in order to maintain a presence on consumers' phones.

Lee Edwards further stated: "As apps become the primary way people experience businesses, the stakes have never been higher. 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 includes detailed insights into the frustrations faced by different demographics as well as recommendations for brands.