Super apps global interest by technology engagement 2022

According to a survey of users conducted in January 2022 in four leading global markets (Australia, Germany, the United Kingdom, and the United States) respondents that owned an average of four devices and incorporated smart-home and tracking functionalities in their environment were more likely to be interested in using super apps than the other examined consumer personas. Approximately 43 percent of respondents with characteristics of the Integrated-tech persona reported being very or extremely interested in super apps, while an additional 45 percent reported being slightly or somewhat interested in super apps. In comparison, 39 percent of respondents belonging to the Basic-tech group - which presented fewer engagement points with technology and owned between one or two devices - reported not being interested in super apps at all, while 41 percent reported being slightly or somewhat interested.

Share of consumers worldwide who would be interested in using a super app as of January 2022, by technology engagement profile

Characteristic	Very or extremely interested	Slightly or somewhat interested	Not at all
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Release date

July 2022

More information

Region

Worldwide

Survey time period

January 11 to 31, 2022

Number of respondents

9,904 respondents

Special properties

survey conducted among consumers in four leading global markets: Australia, Germany, the United Kingdom, and United States; respondents interested in having a single online app or website

Supplementary notes

The source identified three different consumers personas, based on the number of devices owned and the level of technology engagement:

Basic-tech consumers "primarily use computers or smartphones and exhibit low overall ownership of devices, possessing one or two devices on average. They represent 28% of respondents or an estimated 107 million consumers. This persona is composed mainly of baby boomers and seniors (41%) and low-income consumers (48%)."

Mainstream-tech consumers "use computers, smartphones, tablets, smart TVs and gaming consoles and own four devices on average. This persona represents 60% of respondents or an estimated 234 million consumers and is dominated by baby boomers and seniors (36%), Generation X consumers (27%), and millennials (27%). Its members are evenly distributed by income."

Integrated-tech consumers "have all the devices used by mainstream-tech users but also incorporate smart home and activity-tracking devices into their ecosystems. They own seven to eight devices on average and represent 12% of respondents or an estimated 48 million consumers. They are mainly millennials (42%) and high-income consumers (50%)."

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