Source: Ipsos FastFacts, fielded December 2024 among 1,923 U.S. adults
Q: What are the main reasons that cause you to think that an app is complicated or overwhelming? (Select all that apply)
IPSOS DATA DROPS:
Boycotts in America
March 2025
Key Takeaways:
One in four Americans say that in the past month, they’ve used a mobile app that was too complicated, overwhelming, or hard to use. And when that happens, they tend to close out of the app quickly.
Users consider only about half (57%) of app features to be essential, according to an Ipsos analysis of 51 apps across 10 smartphone app types.
Half of mobile app users say they’d prefer to have apps with fewer features so they can focus on basic functionalities.
Crashes and glitches bug users the most, but many also complain about bloat
Crashes and bugs are the primary cause of mobile app confusion, according to American app users.
But nearly as many (43%) say that complicated menus and a lack of clear labels are a problem, too.
2
Apps have a brief window to onboard new users.
If it takes more than 10 seconds to understand the app, the likelihood they’d keep using the app drops to 73%.
Source: Ipsos FastFacts, fielded December 2024 among 1,923 U.S. adults
Q: How likely would you be to keep using a new app if you had difficulty understanding its core features the first time you used it, after...
People say they’re unlikely to stick with confusing apps
3
Half of American mobile app users say they’d prefer for their apps to have fewer features.
Source: Ipsos FastFacts, fielded December 2024 among 1,923 U.S. adults
Q: Which of the following is most important to you when trying a new app?
When it comes to apps, most Americans say less is more.
1
What's Next
No matter their sector, platform, or function, there’s a clear mandate for developers to streamline their apps. Doing so won’t just improve the experience for users — it’ll improve retention and engagement.
But act carefully: One in four (28%) app users still say they would “prefer to have a large variety of features, even if they don’t end up using most of them.”
UX best practices can help developers strike the right balance of simplicity and functionality. But above all, app developers must understand their users to deliver the features they demand.
TO LEARN MORE, CONTACT: Christo Van Der Walt VP – NA UX, Ipsos Innovation Christo.VanDerWalt@ipsos.com Or visit the Ipsos Consumer Tracker archive and the Ipsos Top Topics page.
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IPSOS DATA DROPS:
Boycotts in America
March 2025
IPSOS DATA DROPs
WHY AMERICANS WANT LESS FROM THEIR APP EXPERIENCES
May 2025
Check out our other Data Drops for more compelling data & insights
47%
43%
38%
32%
26%
26%
20%
Slow load times or frequent crashes, bugs and glitches
Complicated menus or navigation paths
Too many features without clear organization
Cluttered screens with too many elements, inconsistent design elements
Apps that do not provide feedback for actions (e.g. loading indicators, confirmation messages)
The app's purpose isn't clearly communicated
Apps that are not designed with accessibility in mind
0-10 Sec
100%
73%
70%
55%
42%
There’s good reason why: 59% of app users say that ease of navigation is most important to them when trying out a new app, making it the most frequently cited priority.
One in four name a more fundamental issue with confusing apps: their purpose isn’t clearly communicated.
After a minute, only half (55%) say they’d stick with it.
And if understanding the app takes more than 15 minutes, two-thirds of (71%) users say they’d be out.
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When asked what steps they think developers should take to improve their apps, nearly half (47%) of app users agreed that developers should focus on perfecting core features before adding extras.
Source: Ipsos FastFacts, fielded December 2024 among 1,923 U.S. adults
Q: In your opinion, what should the creators of this app do to minimize the complexity of its features? Select all that apply. (Average of 51 apps across 10 smartphone app types)
Many think developers should focus on streamlining their app experiences
4
Focus on perfecting core features before adding extras
47%
38%
39%
27%
39% also agreed that decluttering app interfaces was important.
Yana Beranek Global Head of UX Yana.Beranek@ipsos.com
Introduce features gradually as I become more familiar with the app
Declutter the main interface, but keep the features in menus or other places
Allow me to customize the app's appearance and functionality to match my needs
34%
29%
28%
10-30 Sec
30-60 Sec
1-5 Min
5-10 Min
10-15 Min
15-30 Min
30+ Min
59% 52%
50%
47%
45%
43%
43%
39%
Easy to navigate
Smooth operation without glitches or bugs
Data privacy and security
Quick loading times & responsiveness
Ease of understanding its core features to accomplish my goals without confusion
Compatibility with my device
Content in the app interests me
Address my needs effectively and efficiently