Life areas global consumers would integrate with super apps 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), for 98 percent of Convenience-seeker respondents, it was important to integrate grocery purchases and retail purchases in an all-encompassing super app. Approximately 96 percent of Commerce-seeker respondents felt the same, while only approximately half of Financial wellness-seekers valued a possible integration of these two life areas in a super app.

Share of consumers worldwide who would integrate super apps into their life experiences 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

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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