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Current mobile app usage trends in the UK: what small business owners need to know

20th January 2025

6-minutes read

If you’re contemplating a mobile app for your business, understanding how British consumers use mobile apps is vital. Here are some current trends that shape how UK customers interact with businesses through mobile apps.

The mobile-first mindset

The average Brit now spends nearly four hours daily on their mobile phone, with about 80% of this time spent using apps rather than browsers. This shift towards mobile-first behaviour has accelerated dramatically since 2020, driven by changes in shopping habits during and after the pandemic. For small business owners, this means your customers increasingly expect to engage with your business through their phones.

What's particularly interesting is how this behaviour varies across age groups. While it's no surprise that 18-34 year olds are the heaviest app users, the fastest-growing segment is actually the over-55s, who are increasingly comfortable using apps for everything from shopping to banking. This trend has created new opportunities for businesses that traditionally cater to older customers.

Shopping habits and payment preferences

British consumers are showing a clear preference for using dedicated business apps over mobile websites when making purchases. Why? Apps tend to offer a smoother, faster experience. When a customer has a business's app installed on their phone, they're 60% more likely to make repeat purchases compared to those who only visit through a web browser.

To put this in plain English: if someone has your app on their phone, they're more likely to become a loyal customer. It's like having a shop that's always in your customer's pocket.

The rise of "Super Apps”

A new trend we're seeing is the emergence of 'super apps' - apps that combine multiple services in one place. Think of it as a digital Swiss Army knife. While this trend has been huge in Asia for years with apps like WeChat, the UK market is now catching up. Small businesses are finding success by either integrating their services into existing super apps or by adding complementary services to their own apps.

For example, a local café might start with an app for ordering drinks, then add a loyalty programme, local delivery service, and even a community notice board all within the same app. This keeps customers engaged and provides multiple reasons to keep returning to the app.

Sector-Specific Trends

Different business sectors are seeing varying levels of app adoption and usage:

Food and drink

The biggest success story, with 72% of UK consumers having at least one food delivery or restaurant app on their phone. Even small independent restaurants are benefiting from this trend by either creating their own apps or joining existing platforms.

Retail

While major chains dominate, independent retailers are finding success with apps that combine online shopping with in-store experiences. Click-and-collect features are particularly popular, with 65% of UK shoppers having used this service in the past year.

It's like having a shop that's always in your customer's pocket.

Services and appointments

There's been a significant uptick in appointment booking apps, with hairdressers, beauticians, and other service providers seeing strong customer adoption. The key appeal is the ability to book outside of business hours.

Local and community businesses

Perhaps surprisingly, local businesses like corner shops and community centres are seeing success with simple apps that focus on updates and loyalty programmes.

The impact of 5G

The rollout of 5G across the UK is changing what's possible with mobile apps. This ultra-fast mobile internet means apps can offer features that weren't previously practical, such as augmented reality shopping experiences or high-quality video streaming. While this might sound very technical, think of it this way: 5G lets your app do more without making customers wait around for things to load.

Changes in customer expectations

Today's UK consumers have high expectations when it comes to mobile apps. They want:

  • Speed: apps must load quickly and respond instantly to touches and swipes
  • Simplicity: complicated registration processes or confusing navigation will cause customers to delete apps quickly
  • Personalisation: customers expect apps to remember their preferences and provide relevant recommendations
  • Security: with increasing awareness of data protection, customers want to know their information is safe

Integration with daily life

One of the most significant trends is how mobile apps are becoming integrated into daily routines. The most successful business apps aren't just tools for occasional purchases – they become part of customers' daily habits. For instance, a local gym's app might combine class bookings with workout tracking and healthy recipe suggestions, making it a daily destination for users.

The bottom line for small business owners

The data clearly shows that UK consumers are increasingly comfortable using mobile apps for a wide range of business interactions. However, this doesn't mean every small business needs an app immediately. The key is understanding whether your customers would benefit from having your business in their pocket and whether you can provide genuine value through an app.

Consider starting small and focusing on features that your customers actually need rather than trying to compete with larger businesses on functionality. Remember, a well-executed simple app that serves a clear purpose is better than a complex app that tries to do everything but does nothing particularly well.

Looking ahead to the rest of 2025, the trend towards mobile app usage shows no signs of slowing down. For many small businesses, the question is no longer whether to have an app but rather when and how to implement one effectively.

Curious about how your business could benefit from a mobile app? Call Jeremy on 01332 331332

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Jeremy Flight

Jeremy Flight

Technical Director

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