Millennials Say Yes to Super Apps, Baby Boomers Not So Sure

Millennials 62% Likelier Than Others to Want Super Apps

Many tech providers around the world are looking to unify disparate digital activities into all-in-one mobile platforms, and millennials are eager to get on board.

For PYMNTS’ study “Super Apps for the Super Connected,” created in collaboration with PayPal, we conducted surveys of nearly 10,000 consumers across Australia, Germany, the United Kingdom and the United States to better understand how consumers in these areas engage with the global connected economy and how this engagement affects their interest in using super apps.

Consumers desire for a super app

The results revealed that, across these countries, there are major gaps between different generations when it comes to interest in using super apps (centralized user interfaces through which consumers can conduct their online activities). Roughly 40% of millennials reported being very or extremely interested in using a hypothetical super app, more than 60% higher than the 25% share of the overall population that said the same.

Plus, the study found that 87% of millennials are at least slightly interested in using a hypothetical super app, up from the 72% of the population overall that said the same.

Generation Z consumers, meanwhile, were less likely than millennials to report being very or extremely interested in these apps, but slightly more likely to be at least slightly interested, with 35% and 88% of Gen Z-ers falling into each camp, respectively.

Perhaps unsurprisingly, baby boomers and seniors were the least likely of all to have any interest in using a hypothetical super app, with 50% reporting that they were not at all interested and only 9% stating that they were very or extremely interested.

The study suggested that older generations tend to be more hesitant to jump into super apps, while the majority of younger adults are ready to try them out.