Brands that show clear value, minimize disruption, and prioritize security will win over global users in updating to their latest software
Software updates are meant to improve user experiences, but according to new research from UserTesting, the human insight engine for the enterprise, many people feel they’re doing the opposite. A new global study of 4,000 adults across the U.S., U.K., and Australia commissioned by UserTesting and conducted by Talker Research found that adults globally are increasingly frustrated with software updates, viewing them as disruptive, unnecessary, and difficult to trust.
Across all three regions surveyed, users expressed growing skepticism around the intent behind updates, frustration with constant design changes, and anxiety about how updates may impact their daily device usage. Because of this, most users say they avoid updating their devices unless absolutely necessary (85% of Australians, 81% of Brits, and 78% of Americans). At the same time, the findings revealed a major opportunity for brands: users are far more willing to embrace updates when companies clearly communicate value, minimize disruption, and prioritize security.
“We’re entering an era where AI is going to compress product cycles dramatically, which means more updates, more changes, and more chances to either build or break trust with your customers,” said Bobby Meixner, Vice President of Solution Marketing at UserTesting. “The brands that get this right won’t be the ones shipping the fastest. They’ll be the ones who understand the human cost of every change they make. Security should simply be table stakes. The real competitive advantage is understanding what the update feels like on the other side of the screen, through the eyes of your customers.”
Users Increasingly Distrust the Intent Behind Software Updates
Adults globally believe software updates are often designed to benefit companies more than users.
- 61% of U.K. adults, 54% of U.S. adults, and 53% of Australians believe apps and software are deliberately made worse over time to push people toward paid upgrades
- 61% of Australians, 60% of Brits, and 55% of Americans believe software updates are designed to only make sense to younger users
- 64% of U.K. adults and 55% of Australians believe companies release software updates too often
Software Updates Create Anxiety and Frustration
For many users, software updates create emotional stress before and after installation.
- 56% of Americans report feeling anxious or annoyed before updating
- In Australia, 37% feel anxious and 22% feel annoyed before pressing the update button
- In the U.K., 34% report anxiety and 20% report annoyance before updating
Users across all three regions also reported frustration when software updates disrupt familiar experiences and workflows. In the U.S., 62% of adults said operating system updates disrupt their daily device usage, while 41% of Brits reported experiencing an app update that negatively impacted their ability to complete a task. In Australia, nearly half (47%) said they feel frustrated when updates require more steps to complete everyday tasks.
Security Remains the Biggest Motivator for Updating
Despite widespread frustration, security remains the strongest motivator for update adoption across all three regions with 77% of Australians, 72% of Brits, and 68% of Americans saying they would install an update if it improved security while only slightly changing the design.
These findings suggest users are not fundamentally opposed to updates; they simply want updates that feel useful, intuitive, and respectful of the way they already use technology.
The study also highlights several clear opportunities for brands and product teams looking to improve update adoption and rebuild consumer trust:
- Lead with security and stability. These are the strongest motivators across all three markets. Security-forward messaging drives update adoption.
- 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.
- 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.
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