65.5% of smartphone users download zero apps in a typical month, according to comScore.

Creating a smartphone app can seem like a great way to connect with your core supporters. But apps can be expensive to develop – and for every Pokemon Go, there are a thousand apps that languish in the Apple store un-downloaded.

Indeed, as Quartz reports, the comScore study also says that the top 7% of smartphone owners account for “nearly half of all download activity in a given month.” A few power users are driving the app market.

(Of course, we barely need to mention that text messaging can reach any phone, without any downloads necessary.)