Areas U.S. consumers would integrate in a super app by lifestyle 2022

According to a survey of users conducted in January 2022 in the United States, 47 percent and 46 of respondents wanted to see their grocery purchases and retail purchases integrated into an all-encompassing super app experience, respectively. For approximately six in 10 respondents belonging to the category of Financial wellness-seekers, one of the most important aspects to see integrated into a super app was related to their bank accounts, while only eight percent of Commerce-seekers reported wanting to see this aspect of their life integrated into a super app.

Share of consumers in the United States who would be interested in integrating parts of their life in a super app experience as of January 2022, by lifestyle persona profile

Characteristic	U.S. complete responses	Wait-and-see	Financial wellness-seekers	Commerce-seekers	Convenience-seekers
-	-	-	-	-	-
-	-	-	-	-	-
-	-	-	-	-	-
-	-	-	-	-	-
-	-	-	-	-	-
-	-	-	-	-	-
-	-	-	-	-	-
-	-	-	-	-	-
-	-	-	-	-	-
-	-	-	-	-	-
-	-	-	-	-	-

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Release date

July 2022

More information

Region

United States

Survey time period

January 11 to 31, 2022

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

Number of complete responses from U.S. consumers: 2,606.

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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