Top super apps aspects for global consumers by lifestyle 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), 75 percent of Convenience-seekers highly valued the convenience benefits that an all-encompassing super app would bring. In comparison, less than four in 10 respondents who were interested in integrating a few tasks from a limited area of their lives, reported highly valuing the convenience benefits of using a super app.

Most valued aspects of super apps for global consumers January 2022, by lifestyle persona profile

Characteristic	Convenience-seekers	Commerce-seekers	Financial wellness-seekers	Wait-and-see
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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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