Global consumer interest in integrated super apps by income 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), 28 percent of high-income respondents were interested in integrating their digital finances and payments platform in one unified experience. In comparison, respondents in the same income bracket were interested in integrating shopping, travel, and entertainment experiences in one omni-comprehensive super app were 18 percent. among middle-income respondents, 29 percent were financial wellness-seekers, while approximately 15 percent wanted to see all of their digital experiences integrated into one mobile app.

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

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