U.S. consumer persona interest in using a single super app 2021

As of November 2021, around 67 percent of consumers in the United States reported being interested in integrating multiple digital experiences in one super app. Of these, 20.38 percent of respondents were identified as "information seekers," or users who would be interested in integrating their online experiences in one single super app in order to access online shopping, travel, entertainment services, as well as banking services. Respondents who expressed an interest in accessing integrated platforms offering banking and payment services, identified by the source as "financial wellness seekers," were more than 18 percent.

Super apps are mobile apps integrating different digital services in one all-encompassing unified ecosystem. With its integration of social channels, e-commerce programs, and payment features all in one app, the Chinese WeChat is often considered the first example of super app.