Global consumer interest in integrated super apps by age 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), 48 percent of Gen Z respondents were interested in integrating areas related to banking and money management in one omnichannel financial experience, while only 15 percent of respondents belonging to this age group reported being interested in integrating all of their digital experiences in one super app. In comparison, 27 percent of Millennials as well as 25 percent of Bridge Millennials were interested in integrating all of their digital experiences in one omni-comprehensive mobile app. Generation X, Baby Boomers, and Seniors were less likely to be interested in using super apps.

Interest in integrating digital experiences in one super app for consumers worldwide as of January 2022, by generation

Characteristic	Convenience-seekers	Commerce-seekers	Financial wellness-seekers	Wait-and-see	Not interested
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Release date

July 2022

More information

Region

Germany, United Kingdom

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 values may not sum up to 100 percent due to rounding

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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