More and more of us might be using smartphones to meet our digital needs but, according to the latest data from analytics firm Comscore, we aren’t downloading more apps on top of what comes with our phones.
Only about 35% of smartphone users download any apps at all in an average month, says Comscore’s Mobile App Report—put another way, 65% of smartphone users don’t download a single app in any given month.
That’s not to say that people aren’t using apps, or even that app downloads are down overall. Smartphone sales have been soaring worldwide, broadening the pool of potential app downloaders even as people individually tend not to be downloading very many apps. Indeed, July was Apple’s best month ever for app store revenue.
It seems to be that people just don’t need that many apps. According to Comscore, “a staggering 42% of all app time spent on smartphones occurs on the individual’s single most used app.” It may also be the case, as Quartz notes, that Apple’s app store—the elephant in the app retail room—relies too heavily on Top 25 lists and makes it difficult for users to find new apps they might want.