Top super apps aspects for global consumers by technology engagement 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), 76 percent of respondents owning between seven to eight devices on average and are highly tech-savvy highly valued the convenience benefits of using a super app. In comparison, 66 percent of users who were identified as Mainstream-tech consumers valued the convenience benefits of a super app, while 62 percent of respondents in the same group valued security benefits.

Most valued aspects of super apps for global consumers January 2022, by technology engagement profile

Characteristic	Integrated-tech	Mainstream-tech	Basic-tech
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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 three different consumers personas, based on the number of devices owned and the level of technology engagement:

Basic-tech consumers "primarily use computers or smartphones and exhibit low overall ownership of devices, possessing one or two devices on average. They represent 28% of respondents or an estimated 107 million consumers. This persona is composed mainly of baby boomers and seniors (41%) and low-income consumers (48%)."

Mainstream-tech consumers "use computers, smartphones, tablets, smart TVs and gaming consoles and own four devices on average. This persona represents 60% of respondents or an estimated 234 million consumers and is dominated by baby boomers and seniors (36%), Generation X consumers (27%), and millennials (27%). Its members are evenly distributed by income."

Integrated-tech consumers "have all the devices used by mainstream-tech users but also incorporate smart home and activity-tracking devices into their ecosystems. They own seven to eight devices on average and represent 12% of respondents or an estimated 48 million consumers. They are mainly millennials (42%) and high-income consumers (50%)."

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