Super apps concerns 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), 67 percent of consumers who were likely to want to integrate shopping, travel, and entertainment in a single super app experience also had security concerns over this type of mobile apps. While security concerns affected between 50 percent and 67 percent of consumers in the examined categories, 45 percent of Convenience-seekers also reported centralization concerns.

Concerns of consumers worldwide in using a super app as of 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

7,304 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

Consumers who would be very or extremely worried about selected concerns in using super apps.

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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