While one in ten consumers cite AI tools as a way they discover apps, just 44% trust their recommendations, compared with 84% who trust recommendations from friends and family, according to new research from app growth agency Yodel Mobile by NP Digital.
AI and app growth
Findings from their The New Rules of App Growth report also reveal the challenge of turning downloads into paying, regular users. More than three-quarters (76%) say they usually look for a free alternative rather than pay for an app, while 63% say they would look elsewhere if an app they liked introduced a paywall. However, 46% say they are happy to pay when the value is clear.
Other key findings include:
- Discovery does not guarantee trust. Friends and family are the most commonly cited route to discovering apps (38%), followed by internet search (32%), social media (29%) and app-store browsing (29%). When considering a download, 84% trust personal recommendations, compared with 74% for internet search, 73% for app-store browsing, 48% for social media and 44% for AI tools.
- Reassurance matters more than discounts. When considering paying for an unfamiliar app, 30% say clear pricing with no hidden costs would give them confidence, compared to just 15% who cited promotional offers. Other important factors included a full-feature free trial (29%) and a money-back guarantee or easy cancellation (28%).
- Everyday value matters more than novelty for continued use. Consumers keep using apps because they save time (38%), make something easier or more convenient (36%), or offer enjoyment (36%). Just 14% cite new products or features. No longer needing an app is the most commonly cited reason for stopping use altogether (32%).
Mick Rigby, CEO at Yodel Mobile, said: “Consumers have more ways to discover the apps they need than ever before. However, and importantly, each touchpoint carries a different weight. Our research shows that personal recommendations continue to remain the most trusted source, even as AI becomes another route to discovery.
“Being visible and being recommended is only part of the challenge: consumers also need a reason to trust what they find.”
“That same need for reassurance and confidence carries through to subscriptions and continued use. People want to understand what an app will cost, what they will get in return and whether it will keep delivering value.”
“The findings above and in the report itself support our view that app growth isn’t a series of isolated conversion points. Each part of the experience can influence whether people discover, choose, use and finally recommend an app. These decisions are all connected.”
“The key to sustainable growth depends on continuing to give consumers a reason to choose you.”
The findings are published in Yodel Mobile’s report, The New Rules of App Growth, which explores consumer behaviour across discovery, payment, engagement and retention.
Yodel Mobile commissioned independent consumer research through Opinium, surveying 4,000 app users aged 18 and over, comprising 2,000 respondents in the UK and 2,000 in the US, in April 2026.
Respondents were asked to consider utility-based apps, such as finance, retail, travel and education apps, rather than apps primarily used for entertainment, such as gaming and streaming.
The study examined consumer behaviour across discovery, payment, engagement and retention.