https://uxplanet.org/why-todays-app-users-are-the-most-complicated-ever-4bd18186147

No matter if you work for a mobile app startup or an established mobile organization, you probably already realized that people can be pretty tricky to deal with. But, once you conduct user research, create user personas, and interact with your target audience for a long enough amount of time, an epiphany suddenly hits. It’s today’s app users in particular who are some of the most complicated people of all. Complicated, because they are heavily-guarded, challenging to retain, and demanding of near-perfect UX’s.

And it would be a big mistake to assume that today’s app users are anything like they were eight, or even five, years ago. Because back when mobile apps were still a relatively new concept, users actually expected somewhat rough and inconsistent UX’s. Now, in 2018, app users want a mobile app to be flawless, or they want you to pay the consequences.