Super apps global interest by lifestyle 2022

According to a survey of users conducted in January 2022 in Australia, Germany, the United Kingdom, and the United States, respondents that were interested in seeing all life areas and functionalities in one omni-comprehensive super app were more likely to be very or extremely interested in using this type of apps than other lifestyle personas. Approximately 65 percent of Convenience-seeker consumers were very or extremely interested in super apps, while an additional 35 percent were slightly or somewhat interested. Among Financial wellness-seekers - namely consumers who are likely to integrate areas related to banking and money management - approximately three in 10 reported being very or extremely interested in using super apps.

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

Characteristic	Very or extremely interested	Slightly or somewhat interested
Convenience-seekers	65%	35%
Commerce-seekers	29%	71%
Financial wellness-seekers	31%	69%
Wait-and-see	13%	87%

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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 five different lifestyle personas, based on the level of technology engagement and interest in integrating different areas in one experience:

Convenience-seekers represent 15 percent of respondents, these consumers "are extremely interested and are likely to want all life areas integrated into a connected app"

Commerce-seekers represent 16 percent of respondents, these consumers "are likely to integrate areas that allow them to access their shopping, travel or entertainment preferences."

Financial wellness-seekers represent 29 percent of respondents, these consumers are "likely to integrate areas related to banking and money management to have access to that information and to make/receive digital payments"

Wait-and-see represent 13 percent of respondents, these consumers "are likely to integrate just a few tasks from a limited area of their lives."

Not interested represent 26 percent of respondents, these consumers "do not want to integrate any areas of their lives."

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