Getting a new smartphone for the first time can be a wondrous experience. We marvel at the beauty of the screen, and wonder how something so slim and light can possibly hold our entire entertainment collections. And then, when we've finished stroking the shiny display, we hit the app store and get busy.
The first few days with a new device are likely to resemble a trolley dash for many users, as we hunt through the store, snapping up magpie-like anything we might find useful. Games, fitness trackers, shopping apps, you name it.
But after this initial rush has passed, it seems UK mobile users aren't maintaining this pace – with new research suggesting the country's app market might be reaching saturation point, and one of the key reasons for this is the apps we do download are now so good we don't feel the need to go out and get more.
This is according to a study by Deloitte, which claimed the UK is now "reaching a limit" for the volume of app downloads, with almost a third of Brits saying they never download any apps in a typical month.
Paul Lee, analyst at the firm, told the Financial Times: "Ironically the better that apps get, the longer people will keep them, meaning people feel less inclined to look for new apps."
While this may be bad new for developers looking to get their foot in the door and create the next big thing, it suggests people are on the whole very happy with what's available.
It may well be that case that it take something special to get us out of our comfort zone, which could spur on developers to offer better offerings. However, one of the biggest problems at the moment is there are now so many apps out there, it can be very hard for new ideas to get noticed – so developers may have to work even harder to provide the very best.