The Most Digitally Active Consumers Are Also Those Who Most Want A Super App

The Pacific and South Atlantic regions of the U.S. have the highest levels of digital engagement as well as the highest levels of interest in a “super app” — a tool for integrating all aspects of their digital lives into a single, central location.

Conversely, the Midwest and Mountain regions have the lowest levels of digital engagement and interest in a super app.

When six U.S. regions are compared to each other, the level of digital engagement corresponds pretty well with the level of interest in a super app, according to PYMNTS’ latest edition of The ConnectedEconomy™ Monthly Report, which is based on a survey of roughly 2,500 U.S. consumers.

Get the report: The ConnectedEconomy™ Monthly Report

The Pacific is U.S. region in which digital engagement is the highest, with those consumers using the online ConnectedEconomy™ for 46% of their routine activities.

Running a close second is the South Atlantic, a region in which consumers perform 41% of their routine activities online.

The Midwest is where digital engagement is lowest. There, consumer use of the ConnectedEconomy™ is gauged at 33%.

The second lowest level of digital engagement — 36% — is found in the Mountain region.

Consumer interest in using a super app is the highest in the South Atlantic region, where 65% of consumers report having any level of interest in a super app.

Not far behind is the Pacific, where consumers’ interest in a super app stands at 64%.

Consumer interest in using a super app is lowest in the Mountain region, where 59% of consumers report having any level of interest in a super app.

The second lowest level of interest — 60% — is found in the Midwest.

Consumers’ demand for digital consolidation corresponds pretty well with how much they do online — the more digital activities consumers do online, the more they want a single, integrated user interface.