In a USA Today article by Roger Yu, Of smartphone owners, 68% open only five or fewer apps at least once a week, finds a survey by the Pew Research Center's Internet & American Life Project. Seventeen percent don't use any apps. About 42% of all U.S. adults have phones with apps, Pew estimates. "The novelty wears off," says Pew researcher Kristen Purcell. An app that's retained by 30% of downloaders is considered "sticky," says Anindya Datta, founder of Mobilewalla, an app analytic firm. "We are constantly deleting them. That's why the number of downloads is a very poor measure of how popular an app is," he says, estimating 80% to 90% of apps are eventually deleted. Seems to raise the question of "Considering what I paid for that smartphone, just what value did I get"?