Because your trying to install the wrong drivers.
You have a APU > Laptop graphics update...How to
** Windows 7 and Windows 8.1 must be fully updated before attempting to install any AMD driver. All 'critical', 'recommended', and 'optional' (no language packs,etc) updates as well as any Service Packs (SP) must be installed before any attempt to install graphics drivers. If you do not get this message .... keep installing until you do:
Retrieving data ...