Friends & family remain most trusted app discoverers

Yodel Mobile has published research on how UK and US consumers discover, trust and pay for apps. The study found that personal recommendations remain the most trusted source of app discovery.

The survey of 4,000 app users in the UK and US points to a gap between newer discovery routes and the confidence consumers place in them. While one in 10 respondents said they use AI tools to discover apps, only 44% said they trust recommendations from those tools.

That compares with 84% who trust recommendations from friends and family, making personal referrals the most trusted route by a wide margin. Internet search ranked next at 74%, followed by app-store browsing at 73%, while social media stood at 48%.

Use of AI for app discovery also appears to be rising in the US, with 29% of Americans more likely to use AI to discover apps than they were a year ago. This suggests a shift in behaviour, even if confidence in the results remains limited.

Across the wider research, friends and family were also the most commonly cited route to finding apps, named by 38% of respondents. Internet search followed at 32%, with social media and app-store browsing each cited by 29%.

Paywall pressure

The findings also highlight resistance to paying for apps. More than three-quarters of respondents, or 76%, said they usually look for a free alternative rather than pay, while 63% said they would look elsewhere if an app they liked introduced a paywall.

Even so, the data suggests users are not wholly opposed to paying. Nearly half, or 46%, said they are happy to pay when the value is clear, pointing to a selective approach rather than outright rejection of paid apps or subscriptions.

When deciding whether to pay for an unfamiliar app, consumers appear to value reassurance over incentives. Clear pricing with no hidden costs was cited by 30% as a factor that would give them confidence, compared with 15% who pointed to promotional offers.

A full-feature free trial was named by 29% of respondents, while 28% said a money-back guarantee or easy cancellation would help build confidence. The figures suggest pricing clarity and lower perceived risk matter more than short-term discounts.

Value over novelty

For ongoing use, practical benefit ranked above new features. The most common reasons people continue using apps were that they save time, cited by 38%, make something easier or more convenient, cited by 36%, or offer enjoyment, also cited by 36%.

By contrast, just 14% said new products or features were a reason to keep using an app. The most common reason for stopping use altogether was no longer needing the app, cited by 32% of respondents.

The research focused on utility-based apps such as finance, retail, travel and education rather than entertainment products such as gaming and streaming. It examined behaviour across discovery, payment, engagement and retention among adults aged 18 and over.

Mick Rigby, Chief Executive Officer 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 be 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."

He said the same pattern carries into payment and longer-term use. "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."

Rigby added: "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."

He added: "The key to sustainable growth is continuing to give consumers a reason to choose you."