Research: AI influencing app discovery, but untrustworthy
October 20, 2026



While one in ten consumers cite AI tools as a way they discover apps, just 44 per cent trust their recommendations, compared with 84 per cent who trust recommendations from friends and family, according to research from app growth agency Yodel Mobile by NP Digital.

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 per cent) say they usually look for a free alternative rather than pay for an app, while 63 per cent say they would look elsewhere if an app they liked introduced a paywall. However, 46 per cent 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 per cent), followed by internet search (32 per cent), social media (29 per cent) and app-store browsing (29 per cent). When considering a download, 84 per cent trust personal recommendations, compared with 74 per cent for internet search, 73 per cent for app-store browsing, 48 per cent for social media and 44 per cent for AI tools.

Reassurance matters more than discounts. When considering paying for an unfamiliar app, 30 per cent say clear pricing with no hidden costs would give them confidence, compared to just 15 per cent who cited promotional offers. Other important factors included a full-feature free trial (29 per cent) and a money-back guarantee or easy cancellation (28 per cent).

Everyday value matters more than novelty for continued use. Consumers keep using apps because they save time (38 per cent), make something easier or more convenient (36 per cent), or offer enjoyment (36 per cent). Just 14 per cent cite new products or features. No longer needing an app is the most commonly cited reason for stopping use altogether (32 per cent).

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,” concluded Rigby.