Most valued super app benefits for global consumers 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), minimizing the risk of losing sensitive information and the ability to coordinate different areas of one's personal life in one place were indicated as the main benefits that using a super app would bring to consumers who were very or extremely interested in using this type of integrated experience. In comparison, 39 percent of respondents who indicated they were only slightly or somewhat interested in using super apps reported considering minimizing the risk of losing sensitive information one of super apps' leading benefits. Additionally, 35 percent of respondents with the same level of interest in super apps reported they valued the possibility to minimize trust concerns.

Share of consumers worldwide who value super apps benefits as of January 2022

Characteristic	Slightly or somewhat Interested	Very or extremely interested
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-	-	-
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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*

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

*Total respondents

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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