Apps are ubiquitous among smartphone users, with almost all of them (98%) using apps. But users, on average, are choosing favorite apps and downloading fewer apps overall. 
New data from Insider Intelligence/eMarketer reveals:
- New smartphone users comprise the bulk of new app users.
- Existing app users are doing less exploring of new apps.
- The ability to do more with existing apps negates the need for additional apps for specific purposes.
- Of 17 app categories, 15 categories will outperform the growth of new apps.