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.