How US Consumers Define the Super App

Consumers do everything online. They wake up and read their morning papers on their phones or tablets, begin their workdays by hopping on their laptops and signing into their work emails and apps, ordering their food and groceries via delivery aggregators and then hop right back online to relax and rewind watching their smart televisions or catching a virtual concert in the metaverse.

Keeping track of so many devices, apps and platforms can quickly get overwhelming, however. Just how many consumers would want to use an app that could allow them to do everything and more?

This is just one of the questions that PYMNTS set out to answer in The Connected Consumer In The Digital Economy: November 2021 Who Wants to Live in a Digital Connected Economy – and Why? We surveyed 3,166 consumers in November 2021 to get a firsthand account of how the digital consumer engages in each of 10 key pillars of connected commerce in the digital economy, and to gauge their interest in consolidating that activity into a single, central location.

Key findings from our research include the following:

• Sixty-seven percent of all consumers – 173 million people – want a super app to manage their digital activities. For these consumers, having a single, central location from which to manage all their online activities is an appealing alternative to managing all their connected activities through a broad array of apps, sites and devices.

• Millennials are the biggest convenience seekers of all. Forty-five percent of millennials see value in managing every aspect of their digital lives online from a single app, underscoring their demand for convenient, connected experiences.

• Sixty-nine percent of all consumers now bank and transact using their financial institutions’ mobile apps. Forty-seven percent of them use their FIs’ apps at least once per week. This is more than engaging in any other activity online.

These are only a few of the observations we unearthed in our extensive research into how connected consumers live their lives in the digital-first economy. The Connected Consumer In The Digital Economy provides a comprehensive overview of how consumers live – and want to live – in the digital-first economy.

To learn more about how different connected consumers want to consolidate the various aspects of their lives online, download the report.