Please don't make me update: How people really feel about software updates

United Kingdom: high frustration, high engagement and a clear demand for better

British users have a strong sense of how their devices should work, and when updates disrupt that, trust is hard to rebuild.

A skeptical majority

• 61% believe apps and software are deliberately made worse over time to push people toward paid upgrades.
• 60% believe tech companies design updates to only make sense to younger people.
• 64% believe companies release software updates too often.

Disruption is the norm

• 34% say OS updates cause more disruption than app updates.
• 41% have experienced an app update that negatively impacted their ability to complete a task.
• 69% have muscle memory of where everything is on their devices, from buttons to apps to search bars.

Update emotions: anxiety before, happiness after

• 34% feel anxiety and 20% feel annoyance before pressing the update button.
• 38% feel happy and 21% feel excited once an update is installed.
• When a button or feature is moved, 34% feel annoyed and 34% feel frustrated.

Barriers to updating

• 24% simply forget an update is available.
• 23% are happy with current software and nervous new versions will be worse.
• 18% cite the time it takes to install as a barrier.

Security still drives action

• If an update improved security but only slightly changed the design, 72% said they would install it (28% right away, 44% probably would).
• 81% don't change things on their devices unless they see a reason to.

Takeaway: British users are engaged but exasperated. They'll embrace updates that earn their trust, but brands need to communicate the "why" clearly and respect the muscle memory users have built.

Australia: reluctance runs deep, but security still motivates

Australian users show some of the strongest resistance to unnecessary change but remain open to updates that clearly serve their needs.

Deep skepticism about intentions

• 53% believe apps and software are deliberately made worse over time to push people toward paid upgrades.
• 61% believe tech companies design updates to only make sense to younger people.
• 55% believe companies release software updates too often.

Avoidance and hesitation

• 85% do not change things on their devices unless they see a reason to.
• 21% install an update immediately; 23% wait a day or two, and another 23% wait about a week.
• 16% avoid updates unless forced to install them.

What stands in the way

• 23% forget an update is available.
• 20% are happy with current software and nervous new versions will be worse.
• 18% cite time to install as a barrier.
• 15% are concerned updates will add unwanted AI features.

The emotional reality of updating

• 37% feel anxiety and 22% feel annoyance before pressing the update button.
• 39% feel happy and 21% feel anxious once an update is installed.
• When tasks require more steps after an update, 47% feel frustrated and 44% feel annoyed.

Security remains a motivator

• If an update improved security but only slightly changed the design, 77% said they would install it (31% right away, 46% probably would).
• 44% say it takes just a few days to get comfortable with major update changes; 30% adapt within minutes.

Takeaway: Australians are practical. They'll update when there's a clear, trustworthy reason. Brands that explain the value of an update before asking users to install it will see far better adoption and fewer drop-offs.

Conclusion: what brands and product teams should do now

Across the U.S., U.K., and Australia, the message from users is consistent: updates are not inherently bad, but how they're designed, communicated, and delivered makes all the difference.

How teams can respond:

• Prove usefulness before asking for trust. Users need to understand why an update matters, especially when it changes something familiar.
• Respect muscle memory. Layout and navigation changes carry real cognitive costs. Minimize unnecessary redesigns and communicate what's changing and why.
• Lead with security and stability. These are the strongest motivators across all three markets. Security-forward messaging drives update adoption.
• Acknowledge the anxiety. More than half of users feel anxious or annoyed before updating. Empathetic, transparent communication can turn hesitation into confidence.
• Don't over-update. Majorities in every market believe companies release updates too frequently. Consolidate, communicate, and make each update count.

The takeaway: Users aren't asking for less innovation. They're asking to be brought along for the ride. The brands and product teams that treat updates as a moment of trust-building, not just a technical deployment, will earn lasting loyalty.

Survey Methodology

Talker Research surveyed 2,000 U.S. adults, 1,000 U.K. adults, and 1,000 Australian adults. The survey was commissioned by UserTesting and conducted online between April 8 and April 14, 2026.