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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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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PYMNTS. (July 14, 2022). Share of consumers worldwide who would integrate super apps into their life experiences as of January 2022, by lifestyle persona profile [Graph]. In Statista. Retrieved June 18, 2024, from https://www.statista.com/statistics/1345773/super-apps-life-areas-to-integrate-by-lifestyle/
PYMNTS. "Share of consumers worldwide who would integrate super apps into their life experiences as of January 2022, by lifestyle persona profile." Chart. July 14, 2022. Statista. Accessed June 18, 2024. https://www.statista.com/statistics/1345773/super-apps-life-areas-to-integrate-by-lifestyle/
PYMNTS. (2022). Share of consumers worldwide who would integrate super apps into their life experiences as of January 2022, by lifestyle persona profile. Statista. Statista Inc.. Accessed: June 18, 2024. https://www.statista.com/statistics/1345773/super-apps-life-areas-to-integrate-by-lifestyle/
PYMNTS. "Share of Consumers Worldwide Who Would Integrate Super Apps into Their Life Experiences as of January 2022, by Lifestyle Persona Profile." Statista, Statista Inc., 14 Jul 2022, https://www.statista.com/statistics/1345773/super-apps-life-areas-to-integrate-by-lifestyle/
PYMNTS, Share of consumers worldwide who would integrate super apps into their life experiences as of January 2022, by lifestyle persona profile Statista, https://www.statista.com/statistics/1345773/super-apps-life-areas-to-integrate-by-lifestyle/ (last visited June 18, 2024)
Share of consumers worldwide who would integrate super apps into their life experiences as of January 2022, by lifestyle persona profile [Graph], PYMNTS, July 14, 2022. [Online]. Available: https://www.statista.com/statistics/1345773/super-apps-life-areas-to-integrate-by-lifestyle/