42% of European Millennials Want an All-in-One App to Streamline Digital Activities

From banking and shopping to managing personal tasks, apps and connected devices have become an integral part of our daily lives, with consumers all around the world relying on them for various activities.

In fact, consumers across key global markets would prefer a single app for everyday commerce and shopping activities over separate apps, with nearly 40% in Europe keen on this single-service platform.

This is one of the key findings in the “The Global Appeal of an Everyday App: Focus on Europe” report, which draws on insights gathered from a survey of over 10,800 consumers across key global markets to assess the demand for an all-in-one app that tackles banking, shopping and personal tasks.

chart, consumer interest in everyday app

Another key finding detailed in the PYMNTS Intelligence study is that Italy and Spain lead the way in terms of consumer enthusiasm for an all-in-one app, with about 40% of consumers indicating strong interest. Germany and the U.K. come up next, with about 30% and 25% of consumers in those countries, respectively, showing strong interest in a single-service app.

Conversely, in France, there is notably less excitement, with only 22% displaying a comparable level of interest. This discrepancy suggests that consumer preferences for an everyday app may vary across European countries.

Additionally, while most European consumers use a combination of apps and browser-based tools, a significant share rely exclusively on apps for their digital activities. On average, 26% of European consumers solely use apps, with Italy and Spain, again, standing out in this regard.

The study also reveals that younger and high-income consumers across the region are most receptive to the idea of an integrated everyday app. On average, 42% of millennials and 40% of Gen Z consumers show high levels of interest in adopting an all-in-one app.

Similarly, 35% of high-income consumers also express a strong interest, indicating that affluence and age play a significant role in determining European consumers’ preference for an everyday app.

Finally, security is a top concern for European consumers, with data protection and fraud prevention being key factors in establishing trust in a potential everyday app provider. Features like two-factor authentication and encrypted data are highly valued by consumers and trust in the app provider’s reputation is also crucial, with consumers looking for a track record of protecting user data.