, APAC
Source: Euromonitor International

Here’s why 57% of consumers deleted apps in 2022

Consumers are done with mindlessly browsing for hours.

A total of 57% of consumers deleted apps on their smartphones in 2022, Euromonitor International found. 

This comes as consumers are left feeling frustrated over having too many options, the report noted. 

“Mindlessly browsing for hours on end can feel unproductive and wasteful. Excessive use of social media has been linked to shortened attention spans and an increased risk of mental health issues,” the report read.  

“Last year, more than one-fifth of consumers deleted social media accounts they didn’t use very often.”

Read more: Nearly 60% prefer humans over robots for customer service

Euromonitor noted, however, that this is not equivalent to a “digital detox,” rather this is a shift in consumers’ focus on functionality and efficiency. 

“A majority of consumers aren’t planning to decrease screen time but are choosier about how that time is spent,” Euromonitor added. 

“They’re taking stock of apps or subscriptions and opting out of platforms that don’t prove valuable.”

Over the course of the pandemic, 51% of tech investments were used to expand mobile apps and platforms, 50% to tailor marketing or personalised recommendations, and 46% to enhance web search or site navigation.

 

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