According to a survey of users conducted in January 2022 in four leading global markets (Australia, Germany, the United Kingdom, and the United States), 28 percent of high-income respondents were interested in integrating their digital finances and payments platform in one unified experience. In comparison, respondents in the same income bracket were interested in integrating shopping, travel, and entertainment experiences in one omni-comprehensive super app were 18 percent. among middle-income respondents, 29 percent were financial wellness-seekers, while approximately 15 percent wanted to see all of their digital experiences integrated into one mobile app.
Interest in integrating digital experiences in one super app for consumers worldwide as of January 2022, by income
Characteristic
Convenience-seekers
Commerce-seekers
Financial wellness-seekers
Wait-and-see
Not interested
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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
The values may not sum up to 100 percent due to rounding
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). Interest in integrating digital experiences in one super app for consumers worldwide as of January 2022, by income [Graph]. In Statista. Retrieved September 01, 2024, from https://www.statista.com/statistics/1344931/super-apps-integrated-experiences-interest-by-income/
PYMNTS. "Interest in integrating digital experiences in one super app for consumers worldwide as of January 2022, by income." Chart. July 14, 2022. Statista. Accessed September 01, 2024. https://www.statista.com/statistics/1344931/super-apps-integrated-experiences-interest-by-income/
PYMNTS. (2022). Interest in integrating digital experiences in one super app for consumers worldwide as of January 2022, by income. Statista. Statista Inc.. Accessed: September 01, 2024. https://www.statista.com/statistics/1344931/super-apps-integrated-experiences-interest-by-income/
PYMNTS. "Interest in Integrating Digital Experiences in One Super App for Consumers Worldwide as of January 2022, by Income." Statista, Statista Inc., 14 Jul 2022, https://www.statista.com/statistics/1344931/super-apps-integrated-experiences-interest-by-income/
PYMNTS, Interest in integrating digital experiences in one super app for consumers worldwide as of January 2022, by income Statista, https://www.statista.com/statistics/1344931/super-apps-integrated-experiences-interest-by-income/ (last visited September 01, 2024)
Interest in integrating digital experiences in one super app for consumers worldwide as of January 2022, by income [Graph], PYMNTS, July 14, 2022. [Online]. Available: https://www.statista.com/statistics/1344931/super-apps-integrated-experiences-interest-by-income/